Abstract:
This research was conducted to determine how the use of social media in
marketing communications L'Cheese Factory in Pekanbaru and the impact of the use of social media.
This research uses descriptive qualitative method using a model of interactive data analysis Miles
and Huberman. The data obtained is then processed for reduction, served to produce a general
conclusion. The result show that implementation of the use of social media was enough so that the
maximum impact on a significant increase in sales as well as other positive effects. But besides that
be a negative impact, among others, information is limited to those who are not users of social media
as well as the actors who imitate and reproduce L'Cheese Factory products (plagiarism) for his own
benefit.
