Analisis Fenomenologi Penerimaan Digital pada Pelaku UMKM terhadap Aspek Kemudahan dan Kegunaan Operasional Instagram

Abstract

This study analyze the perceived ease of use and usefulness of the social media platform Instagram among culinary SME operators in Surabaya regarding digital marketing of their products. This study employs a qualitative methodology with a phenomenological approach. Data collection was conducted through observation, interviews, documentation, and data analysis was performed using NVIVO 12 software. The results of the study indicate that the ease of use of Instagram is rated as very high. Regarding the utility of Instagram for increasing sales, expanding reach, improving cost and labor efficiency, building business identity, and facilitating interaction and communication with customers, these findings are expected to drive the digital marketing process within the SME sector.