ANALYSIS OF SOCIAL MEDIA UTILIZATION STRATEGIES IN INCREASING SALES (Case Study of UMKM Sambal Nyala Rasa Yakusa at Kelurahan Mautapaga, Kecamatan Ende Timur, Kabupaten Ende)

Abstract

This study aims to: (1) identify internal and external factors in the utilization of social media at UMKM Sambal Nyala Rasa Yakusa; (2) analyze the constraints faced in digital marketing; and (3) formulate social media utilization strategies to increase sales. This research uses a descriptive qualitative approach with a case study method. Data were obtained through observation, interviews, and documentation, and were then analyzed using IFAS, EFAS, and SWOT matrices to determine the strategic position of the business. The results show that UMKM Sambal Nyala Rasa Yakusa has relatively strong internal conditions. The main strengths include comprehensive product information and an easy ordering process. However, several weaknesses remain, including inconsistency in content uploads, suboptimal promotional creativity, and limited marketing reach. From the external perspective, the increasing use of social media and the development of digital technology provide major opportunities for business development. Based on the results of the strategic position analysis, the UMKM is positioned in Quadrant I (Strength-Opportunity), indicating that the appropriate strategy is an aggressive strategy by maximizing internal strengths to utilize external opportunities through improving content quality, increasing promotional intensity, and strengthening interaction with consumers in order to encourage sales growth.