USE OF SOCIAL MEDIA IN IMPROVING MARKETING OF UMKM PRODUCTS MAMA CAKE SHOP IN BEKASI DISTRICT

The aim of this research is to analyze the use of social media to improve marketing of MSME products through a case study at the Mama Cake Shop in Bekasi Regency. The development of information technology, especially social media, has provided enormous opportunities for Micro, Small and Medium Enterprises (MSMEs) to sell their products at lower costs and with a wider market reach. However, MSMEs often face obstacles in utilizing social media optimally, such as limited knowledge about paid advertising features and consistent content management. This research uses in-depth interview methods to explore the understanding and experience of MSME actors in using social media, especially Instagram and Facebook, to market their products. Research finds that social media with interactive features such as visual uploads, has helped Mama Cake Shop increase product awareness, reach a wider market, and increase customer loyalty. However, obstacles such as lack of time to manage social media accounts and limited understanding of digital marketing strategies are still challenges. This research suggests implementing a more planned marketing strategy and maximizing use of social media features to increase the competitiveness of MSMEs. It is hoped that the results of this research can provide practical recommendations to other MSMEs, as well as contribute to the development of digital marketing strategies in the MSME sector.