THE ROLE OF SOCIAL MEDIA MARKETING IN ENHANCING MSME COMPETITIVENESS THROUGH THE MSME UPGRADING PROGRAM

In the era of digital transformation, Social Media Marketing (SMM) has emerged as a vital strategy to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs). This study investigates the strategic function of SMM in reinforcing the market position of MSMEs through the "UMKM Naik Kelas" (MSME Upgrading) program, which serves as a government initiative to support the digital acceleration of local businesses. Utilizing a marketing management framework, this research examines key components of SMM strategies, including content creation, audience engagement, influencer collaboration, and targeted digital advertising. The study's results demonstrate that the strategic and consistent application of SMM significantly boosts brand visibility, facilitates customer acquisition, and supports long-term customer loyalty. Moreover, the "UMKM Naik Kelas" program exemplifies how structured support can empower MSMEs in their digital journey. The research further emphasizes the importance of integrating data-driven decision-making and consumer behavior analysis to optimize digital marketing efforts. These insights are particularly critical in the context of the digital empowerment of MSMEs, where the use of technology plays a central role in enhancing productivity, innovation, and competitiveness. The findings offer practical implications for MSME practitioners, marketing professionals, and policymakers seeking to implement sustainable and competitive digital strategies in a rapidly evolving market environment.