Peran Media Sosial dalam Strategi Pemasaran Produk UMKM

In today's digital era, social media has become one of the most effective marketing tools, especially for Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine the role of social media in MSME product marketing strategies and its impact on increasing visibility and sales. Social media such as Instagram, Facebook, and TikTok provide an affordable and easily accessible platform for MSMEs to build brands, interact directly with consumers, and promote products creatively. This study uses a qualitative approach through in-depth interviews with MSMEs and social media content analysis. The results of the study show that the strategic use of social media can increase the competitiveness of MSMEs, expand market reach, and build stronger relationships with consumers. However, the effectiveness of this strategy is also greatly influenced by consistency, understanding of the target market, and the ability to manage content professionally. Thus, social media has a vital role in supporting the growth and sustainability of MSMEs amidst increasingly competitive market competition.