Creating Social Media as a Marketing Tool for Small and Medium-Sized Laundry Businesses in Sanggrahan Village

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FORMOSA NEWS - Yogyakarta - Social Media Training Boosts Marketing Skills of Laundry MSMEs in Yogyakarta. A 2026 study by Arya Gelar Prakoso and Hasim As’ari from Mercu Buana University Yogyakarta shows that targeted social media training significantly improves the marketing capabilities of small laundry businesses in Sanggrahan Village. Published in the Asian Journal of Community Services (AJCS), the research highlights how simple digital interventions can expand market reach, increase customer engagement, and strengthen business competitiveness in Indonesia’s growing digital economy. The findings matter because many Micro, Small, and Medium Enterprises (MSMEs) in Indonesia still rely on traditional marketing methods, despite the rapid rise of digital platforms. By equipping business owners with practical social media skills, the study demonstrates a scalable approach to accelerating digital transformation at the grassroots level.

Digital Gap in a High-Potential Market
MSMEs play a critical role in Indonesia’s economy, contributing to job creation and local economic resilience. In urban-adjacent areas like Sanggrahan Village, the presence of universities and a large student population creates strong demand for services such as laundry. However, this market potential has not been fully utilized. Many laundry business owners continue to depend on word-of-mouth promotion and limited offline visibility. As a result, their customer base remains narrow, and growth opportunities are constrained. Social media platforms such as Instagram and TikTok offer a low-cost and high-impact solution. These platforms allow businesses to showcase services, interact directly with customers, and build brand identity in a competitive digital landscape. Yet, limited digital literacy remains a barrier for many small ব্যবস owners.

Hands-On Training and Mentoring Approach
The research implemented a structured community engagement program in April 2026. The initiative focused on two local businesses Berbinar Laundry and Pawenang Laundry located on Jalan Nangka III in Sanggrahan Village.
The program combined several practical methods:

• Field surveys and interviews to assess initial digital marketing practices.
• Educational sessions (socialization) to introduce social media strategies.
• Direct mentoring to guide participants in creating and managing business accounts.
• Evaluation to measure improvements in digital skills and engagement.

Participants were guided to separate personal and business social media accounts, a step that improved professionalism and brand clarity. They also learned how to use platform features effectively, including content posting, customer interaction tools, and promotional campaigns. This hands-on approach proved particularly effective, as many participants were housewives and young entrepreneurs who benefited from flexible, experience-based learning rather than formal instruction.

Key Findings: Strong Gains in Digital Skills and Engagement
The study reports clear improvements in both technical skills and business outcomes following the intervention. Participants became more confident and consistent in using social media as a marketing tool.
Key results include:

• Improved content creation skills: Business owners produced photos and videos showcasing laundry processes, results, and facilities.
• Use of customer testimonials: Positive reviews were shared as “social proof” to build trust.
• Educational content development: Simple tips on clothing care helped attract and retain audience interest.
• Increased posting consistency: Regular uploads strengthened online visibility.
• Higher customer interaction: Faster responses to comments and direct messages improved engagement.

The study also observed behavioral changes. Participants became more active online, using interactive features such as stories and polls, and responding more promptly to customer inquiries. These changes indicate a broader improvement in digital literacy and customer communication skills. The Reseach that relevant and authentic content plays a central role in digital marketing success. Customer testimonials, in particular, act as powerful trust signals that influence purchasing decisions in service-based businesses.

Real-World Impact for MSMEs and Policy
The implications of this study extend beyond the two businesses involved. It demonstrates that even small-scale, low-cost training programs can produce meaningful improvements in MSME performance.
For business owners, the benefits include:

• Expanded market reach beyond local neighborhoods.
• Stronger brand identity through professional online presence.
• Increased customer trust and loyalty.
• More efficient and cost-effective marketing strategies.

For policymakers and development programs, the findings highlight the importance of digital literacy initiatives. Supporting MSMEs with practical skills training can accelerate national efforts toward digital economic transformation. The study also reinforces the idea that social media is not just a promotional tool, but a platform for building long-term relationships with customers. Consistent interaction and responsiveness are key drivers of customer satisfaction and business growth in the digital era.

Author Profile
Arya Gelar Prakoso is a researcher and accounting student at the Faculty of Economics, Mercu Buana University Yogyakarta. His work focuses on MSME development and digital marketing strategies.
Hasim As’ari is an academic at Mercu Buana University Yogyakarta specializing in economics and community empowerment. His research centers on strengthening MSME competitiveness through digital transformation.

Sources
Prakoso, Arya Gelar & As’ari, Hasim. 2026. Creating Social Media as a Marketing Tool for Small and Medium-Sized Laundry Businesses in Sanggrahan Village. Asian Journal of Community Services (AJCS), Vol. 5 No. 4, hlm. 205–212.
DOI: https://doi.org/10.55927/ajcs.v5i4.17
URL: https://journalajcs.my.id/index.php/ajcs