Evaluasi Strategi Social Media Marketing pada Usaha Mikro, Kecil, dan Menengah
Kata Kunci:
social media marketing, MSMEs, effectiveness, digital marketing, customer engagementAbstrak
This study aims to evaluate the effectiveness of social media marketing (SMM) strategies in improving the marketing performance of Micro, Small, and Medium Enterprises (MSMEs). The core issue addressed is the limited strategic use of social media by MSME actors to reach target consumers and foster brand loyalty. A quantitative research approach was employed using a survey method involving 100 MSME participants from urban and semi-urban areas. Data were analyzed through simple linear regression to assess the influence of social media usage intensity on sales growth and customer engagement. The findings reveal that SMM has a positive and significant impact on MSME marketing performance, particularly in enhancing brand visibility and customer interaction. These results underscore the importance of digital literacy and targeted content strategies for MSME practitioners. In conclusion, social media marketing is an effective and accessible tool for strengthening MSME competitiveness in the digital era
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