Why Producer Using Social Media in Promoting Dried Mango

Yosini Deliana, Sri Fatimah, Lies Sulistyowati


Since the government’s policy on Free Domestic Investment (FDI) in 1998, the supermarkets in Indonesia are increasing from year to year. It is currently estimated that modern trade account is for more than 35% of food retail segment in Indonesia and is growing fast (World Bank, 2007). Between 2010 and 2015, Consumers preferred to shop at supermarkets because of good-quality products, cheaper prices, a lot of choices and shopping as recreation, but recently consumers prefer to buy products in easy way such as online shopping, or using social media. Facebook is one social media that is familiar with home industry in promoting their products. The changes of consumer behavior push dried mango home industry to produce the product as the consumer desires, but not all home industries are ready to change this phenomenon. The purpose of this study was to identify the producer’s characteristics of dried mango home industry, to determine what factors influence dried mango home industry, promoting their product using social media such as Facebook to their target market, to analyze the strategy of dried mango home industry in response to change in consumer preferences. This study was conducted with the survey. This research used primary and secondary data, primary data from the respondents while secondary data from the Central Bureau of Statistics and other institutions. This research gives the information to the goverment policy, marketing agent from local trader, wholesaler, modern and traditional agent markets to know what dominant factors influence in promotion using media social. 


Social media, Dried mango, Promotion, Strategy of dried mango home industry

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