[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-236865-113":3,"detail-sidebar-cat-1-id-113":80,"doc-detail-236865-id":114},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":73,"head_meta":75,"extra_data":77,"updated_unix":79},113,"id","the-role-of-whatsapp-social-media-and-marketing-innovation-in-increasing-street-vendor-sales-in-the-sauyunan-bersatu-community","PERAN MEDIA SOSIAL WHATSAPP DAN INOVASI PEMASARAN DALAM MENINGKATKAN PENJUALAN PEDAGANG KAKI LIMA DI KOMUNITAS SAUYUNAN BERSATU","","Pengetahuan digital pada sektor informal membuka peluang bagi usaha mikro, termasuk pedagang kaki lima (PKL), untuk meraih kesempatan pemasaran yang baru. Penelitian ini mengkaji pengaruh penggunaan media sosial WhatsApp dan inovasi metode pemasaran terhadap peningkatan penjualan PKL di Komunitas Sauyunan Bersatu, Kabupaten Bandung. Pendekatan kuantitatif memakai survei deskriptif dan verifikatif, kuesioner berbasis Google Forms, serta analisis dengan SPSS 20. Uji validitas, reliabilitas, normalitas, path analysis, dan uji hipotesis menunjukkan bahwa WhatsApp dan inovasi pemasaran berkontribusi pada peningkatan penjualan, disertai kebutuhan pemberdayaan serta pelatihan digital marketing.",{"@graph":14,"@context":72},[15,34,55],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/id/template/","Template",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/id/template/umum/","Umum",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/id/template/the-role-of-whatsapp-social-media-and-marketing-innovation-in-increasing-street-vendor-sales-in-the-sauyunan-bersatu-community/236865/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/the-role-of-whatsapp-social-media-and-marketing-innovation-in-increasing-street-vendor-sales-in-the-sauyunan-bersatu-community/236865.png","ImageObject",442,249,{"name":42,"@type":43},"Fahsai","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-09-20","2026-09-11",true,{"@type":52,"interactionType":53,"userInteractionCount":22},"InteractionCounter",{"@type":54},"ViewAction",{"@type":56,"mainEntity":57},"FAQPage",[58,64,68],{"name":59,"@type":60,"acceptedAnswer":61},"Apa tujuan penelitian tentang WhatsApp dan inovasi pemasaran ini?","Question",{"text":62,"@type":63},"Penelitian ini bertujuan mempelajari bagaimana penggunaan media sosial WhatsApp dan metode pemasaran baru berdampak pada peningkatan penjualan pedagang kaki lima di Komunitas Sauyunan Bersatu.","Answer",{"name":65,"@type":60,"acceptedAnswer":66},"Metode dan alat analisis apa yang digunakan dalam penelitian?",{"text":67,"@type":63},"Penelitian menggunakan pendekatan kuantitatif dengan survei deskriptif dan verifikatif. Data dianalisis menggunakan SPSS versi 20 dari kuesioner yang dibuat melalui Google Forms.",{"name":69,"@type":60,"acceptedAnswer":70},"Apa hasil utama penelitian terhadap penjualan PKL?",{"text":71,"@type":63},"Hasil menunjukkan bahwa penggunaan media sosial WhatsApp dan inovasi pemasaran meningkatkan penjualan secara parsial dan penuh, dengan WhatsApp berfungsi sebagai alat promosi dan komunikasi yang efektif.","https://schema.org",{"og:url":32,"og:type":74,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":76,"canonical":32},"index,follow",{"doc_id":78,"site_id":7},236865,1789108238,{"code":4,"msg":81,"data":82},"success",[83,87,91,95,99,103,107,111],{"id":84,"doc_module":22,"doc_module_name":25,"category_name":85,"show_sort_weight":4,"slug":86},178,"Faktur","faktur",{"id":88,"doc_module":22,"doc_module_name":25,"category_name":89,"show_sort_weight":4,"slug":90},192,"Formulir","formulir-192",{"id":92,"doc_module":22,"doc_module_name":25,"category_name":93,"show_sort_weight":4,"slug":94},180,"Media Sosial","media-sosial",{"id":96,"doc_module":22,"doc_module_name":25,"category_name":97,"show_sort_weight":4,"slug":98},179,"Poster","poster",{"id":100,"doc_module":22,"doc_module_name":25,"category_name":101,"show_sort_weight":4,"slug":102},176,"Presentasi","presentasi",{"id":104,"doc_module":22,"doc_module_name":25,"category_name":105,"show_sort_weight":4,"slug":106},177,"Resume","resume",{"id":108,"doc_module":22,"doc_module_name":25,"category_name":109,"show_sort_weight":4,"slug":110},182,"Surat","surat-a95d00d3aaf04f3b854ecf140f00d385",{"id":112,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":4,"slug":113},183,"umum-07d1ff437201438088836b2b1ed3c90f",{"code":4,"msg":81,"data":115},{"doc_id":78,"user_id":116,"nickname":42,"user_avatar":117,"doc_module":22,"category_id":112,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":118,"file_id":119,"file_url":120,"file_type":121,"file_size":122,"view_count":4,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":123,"language":124,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":125,"faqs":126,"seo_title":127,"seo_description":12,"update_tm":79,"read_time":33},549768702563,"https://ap-avatar.wpscdn.com/avatar/8000c4aa63b76e948b?x-image-process=image/resize,m_fixed,w_180,h_180&k=1786536092046926083","PERAN MEDIA SOSIAL WHATSAPP DAN INOVASI PEMASARANDALAM MENINGKATKAN PENJUALAN PEDAGANG KAKI LIMA DI  \nKOMUNITAS SAUYUNAN BERSATU  \nTHE ROLE OF SOCIAL MEDIA WHATSAPP AND MARKETING INNOVATION IN INCREASING STREET VENDOR SALES IN THE UNITED SAUYUNAN COMMUNITY  \nlham Maulana1, Evi Sofiati2  \n1Universitas Wanita Internasional Bandung, [Email :](Email : ilhamkailarizky123@gmail.com)[ ](Email : ilhamkailarizky123@gmail.com)[ilhamkailarizky123@gmail.com](Email : ilhamkailarizky123@gmail.com)  \n2Universitas Wanita Internasional Bandung  \n*email koresponden: [ilhamkailarizky123@gmail.com](ilhamkailarizky123@gmail.com)  \nDOI: [https://doi.org/10.62567/ijosse.v1i3.1388](https://doi.org/10.62567/ijosse.v1i3.1388)  \nAbstract  \nDigital information in the informal sector opens the door for micro businesses, including street vendors (PKL), to take advantage of new opportunities. The use of WhatsApp social media for marketing activities is a tremendous advancement. The purpose of this research is to study how the use of WhatsApp social media and new marketing methods have an impact on increasing the sales of street vendors in the Sauyunan Bersatu Community, Bandung Regency. This research uses a quantitative approach that employs descriptive and verification survei methods. The SPSS version 20 application was used to analyze data obtained from questionnaires created through Google Forms. The Slovin formula was used to collect the sample, and the number of people who answered was 100. Validity, reliability, normality, path analysis, and hypothesis testing were used to test the data. The study showed that the use of WhatsApp social media and marketing innovation increased sales partially and fully. WhatsApp is still limited for street vendors, but it has been proven to serve as a great promotion and communication tool. Marketing innovation is also very important to drive business growth, especially in terms of creativity and adaptation to market changes. The results show that street vendor empowerment and digital marketing training are essential to increase their business capacity..  \nKeywords : WhatsApp Social Media, Marketing Innovation, Sales, Street Vendors, Sauyunan Bersatu Community.  \nAbstrak  \nInformasi digital di sektor informal membuka pintu bagi bisnis mikro, termasuk pedagang kaki lima (PKL), untuk memanfaatkan peluang baru. Penggunaan media sosial WhatsApp untukaktivitas pemasaran adalah kemajuan yang luar biasa. Tujuan dari penelitian ini adalah untuk mempelajari bagaimana penggunaan media sosial WhatsApp dan metode pemasaran baruberdampak pada peningkatan penjualan pedagang kaki lima di Komunitas Sauyunan Bersatu, Kabupaten Bandung. Penelitian ini menggunakan pendekatan kuantitatif yang menggunakan metode survei deskriptif dan verifikatif. Aplikasi SPSS versi 20 digunakan untuk menganalisis data yang diperoleh dari kuesioner yang dibuat melalui Google Forms. Rumus Slovin  \ndigunakan untuk mengumpulkan sampel, dan jumlah orang yang menjawab adalah 100. Validitas, reliabilitas, normalitas, analisis jalur (path analysis), dan uji hipotesis digunakanuntuk menguji data. Studi menunjukkan bahwa penggunaan media sosial WhatsApp daninovasi pemasaran meningkatkan penjualan secara parsial dan penuh. WhatsApp masih terbatas untuk PKL, tetapi telah terbukti berfungsi sebagai alat promosi dan komunikasi yang bagus. Inovasi pemasaranjuga sangat penting untuk mendorong pertumbuhan bisnis, terutamadalam hal kreatifitas dan adaptasi terhadap perubahan pasar. Hasilnya menunjukkan bahwapemberdayaan PKL dan pelatihan digital marketing sangat penting untuk meningkatkankapasitas bisnis mereka.  \nKata Kunci : Media Sosial WhatsApp, Inovasi Pemasaran, Penjualan, Pedagang Kaki Lima, Komunitas Sauyunan Bersatu.  \n1. PENDAHULUAN  \nCara bisnis berinteraksi dengan pelanggan dan memasarkan produk mereka telah berubah karena kemajuan dalam teknologi informasi dan komunikasi. Media sosial, khususnya aplikasi pesan instan seperti WhatsApp, menjadi salah satu platfo","cbCaikKtCBWZeC8b","https://ap.wps.com/l/cbCaikKtCBWZeC8b","pdf",539310,12,"Indonesian","# 1. PENDAHULUAN\n## Perubahan interaksi bisnis akibat kemajuan teknologi\n## WhatsApp sebagai tren pemasaran di Indonesia\n## Peran PKL dalam ekonomi informal\n## Transformasi digital dan model hybrid pada PKL","[{\"question\":\"Apa tujuan penelitian tentang WhatsApp dan inovasi pemasaran ini?\",\"answer\":\"Penelitian ini bertujuan mempelajari bagaimana penggunaan media sosial WhatsApp dan metode pemasaran baru berdampak pada peningkatan penjualan pedagang kaki lima di Komunitas Sauyunan Bersatu.\"},{\"question\":\"Metode dan alat analisis apa yang digunakan dalam penelitian?\",\"answer\":\"Penelitian menggunakan pendekatan kuantitatif dengan survei deskriptif dan verifikatif. Data dianalisis menggunakan SPSS versi 20 dari kuesioner yang dibuat melalui Google Forms.\"},{\"question\":\"Apa hasil utama penelitian terhadap penjualan PKL?\",\"answer\":\"Hasil menunjukkan bahwa penggunaan media sosial WhatsApp dan inovasi pemasaran meningkatkan penjualan secara parsial dan penuh, dengan WhatsApp berfungsi sebagai alat promosi dan komunikasi yang efektif.\"}]","PERAN MEDIA SOSIAL WHATSAPP DAN INOVASI PEMASARAN DALAM MENINGKATKAN PENJUALAN PEDAGANG KAKI LIMA DI KOMUNITAS SAUYUNAN BERSATU | PDF"]