SOCIAL MEDIA IN LOCAL CULTURE PERSPECTIVE (SNA INSTAGRAM ACCOUNT @SATEREMBIGEIBUSINNASEH)
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Abstract
The emergence of the internet and social media has had an impact on human life, both individually and in society. The impact of this social media presence was also felt by local business people, who initially ran conventional businesses, and had to start to be able to keep up with developing trends due to the demands of the times and the conditions of the Covid-19 pandemic which forced the adaptation process to be carried out quickly. This can be seen in the case of the local sate Rembige business, which is a local culinary food typical of Lombok which runs a conventional and simple business, then due to the conditions of the Covid-19 pandemic, the number of turnovers has decreased, so they have started to use social media to help their business. This research was conducted with the aim of analyzing and describing the use of social media from the perspective of local culture, especially in the business sphere. The research method used was social network analysis and then additional interviews were conducted to strengthen the findings. The results of the study show that the engagement rate of social media Instagram @SATEREMBIGEIBUSINNASEH.
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