Efektivitas Media Sosial Terhadap Pendapatan Usaha Mikro Kecil dan Menengah(UMKM) Halal Food di Kabupaten Tulang Bawang Barat)

MSME actors need to see various potential alternative media to be used as marketing media. This study aims to measure the effectiveness of the use of social media as a means of promotion for the income of micro and small and medium enterprises in the halal food sector in Tulang Bawang Barat Regency, Mulya Kencana Village. This type of research is qualitative research, which is descriptive, There are five MSMEs that are used as informants or as sources of information from this research. The five MSMEs are Zaza Cake, Griya Primordia, Ethie Cake and Cookies, Pawon Ayu, and Cartbak Difa. The results of the study found that social media has great potential as a means of marketing MSME products to increase the number of customers and sales capacity in the current era, but there are still some Halal Food MSME actors in Mulya Kencana Village who still survive only by promoting in traditional ways and have not utilized social media. The use of social media for the income of Halal Food MSMEs in Mulya Kencana Village can be said to be effective as long as the management of social media to market these MSME products is carried out properly and updated massively. Social media will be very useful for the sustainability of MSMEs as well as branding an MSME if managed properly. MSMEs that are active, innovative, creative, and responsive on social media will develop faster, be known by many people and be able to survive in similar competitive situations.