Utilization of Social Media as a Marketing Tool to Increase MSME Sales
Kata Kunci:
Utilization of Social Media, Digital Marketing, MSMEsAbstrak
The use of social media in marketing has become an important strategy for MSMEs to increase sales and expand market reach. This study aims to analyze how MSMEs can utilize social media as a marketing tool to increase their sales. The method used in this study is a qualitative approach with in-depth interviews with MSME owners and managers in Indonesia, as well as analysis of their social media content. The results of the study show that social media, especially Facebook and Instagram, have proven effective in increasing the visibility of MSME products, building brand awareness, and expanding market reach. The use of organic content and paid advertising is the main strategy used by MSMEs, with a focus on content that is interesting and relevant to their audience. However, challenges such as limited understanding of social media algorithms, limited resources for creating quality content, and effective management of advertising budgets are still major obstacles for MSMEs. Overall, the use of social media has had a positive impact on MSME sales, but further efforts are needed to overcome these challenges, including better training and management of digital marketing strategies. This study provides recommendations for MSMEs to better understand the characteristics of each social media platform and optimize the use of analytics to improve their marketing effectiveness.
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