Contribution of Social Media in Increasing Marketing of Creative Economy Product

Abstract

Entering the digital era, social media is the right tool for creative economy ventures and consumers to conduct business transactions without being limited to time and space. Therefore, the aim of this research is to find out how much the contribution of social media in increasing the marketing of creative economy products. The method used is a qualitative method with descriptive analytical and exploratory approaches. Data collection techniques use triangulation, which is collecting different data from the same source using direct observation, indepth interviews and documentation that are carried out simultaneously at the same time. The results showed that social media contributed greatly to the marketing of creative economy products. The main obstacle faced by creative economic ventures is related to the quality of human resources in mastery of internet technology and limitation in capital. The role of central and regional government and banking institution can be expected to develop creative economic ventures.

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