In the modern era, information technology continues to develop rapidly. To keep up with these advancements, people need to create innovations that can simplify their work, especially in the business sector. Business actors, particularly Micro, Small, and Medium Enterprises (MSMEs), need to adapt to the use of social media, especially in Indonesia.
Micro, Small, and Medium Enterprises (MSMEs) are categorized into three groups: micro, small, and medium businesses. Micro enterprises refer to productive economic activities managed by individuals or sole proprietors that fulfill micro-business criteria. Small enterprises are standalone productive businesses that operate independently without any direct or indirect links to medium or large companies. Medium enterprises are also independent productive entities that are not affiliated, either directly or indirectly, with small or large businesses (Kustanto, 2022). Developing MSMEs has become one of the Indonesian government’s key strategies to reduce unemployment and poverty, offering various solutions including initiatives that focus on improving digital literacy and the use of information technology.
Modern technology, most notably social media, has caused big changes to standard practices recently. The way we live every day is now largely influenced by the common use of social media sites (Ulfia et al., 2024). Past studies suggest that (Popilin & Azizah, 2022) business leaders should try to get customers to prefer their own brands. This ability to persuade is important in guiding consumers as they make decisions about what to buy. Getting customers involved is very important, helping businesses improve what they offer and connect with the customers they want.
Ways of marketing have changed from old-fashioned (offline) ways to digital (online) ways because digital technology and the internet have quickly gotten better. This method is seen as more helpful because it lets customers easily find lots of information about the things they are thinking about buying (Sulaksono, 2020).
If you start a business with a clear plan for marketing, it can help you find new customers. But, today’s business owners must be ready to deal with tough competition in the world of business. They need to make good plans and be open to new ideas to get past this challenge, because digital technology makes things easier in terms of time, money, and workers (Adwimurti et al., 2023).
Social media includes online sites where people can talk to each other and share ideas using things like text, photos, videos, and sound. Social media is great mainly because it lets people connect with others around the world using these tools. Common sites such as WhatsApp, Facebook, Instagram, and TikTok are often used for business reasons, as well as for getting news. Businesses use these sites to follow market trends and connect with the people they want to reach by shaping what people think and affecting what customers choose to buy (Kartika Wati et al., 2023).
Based on this information, the aim of this work is to understand how using social media as a marketing tool helps small businesses grow and last. This work studies social media plans and how they affect how well things are done, customer relationships, and chances in the market. The results are meant to give insights that will let small businesses make their digital marketing better and increase their growth and ability to compete in the digital world.
RESEARCH METHOD
This study employs a descriptive qualitative approach aimed at understanding and comprehensively illustrating how social media functions as a marketing tool to support the growth and development of Micro, Small, and Medium Enterprises (MSMEs). This approach was chosen because it is considered the most appropriate for deeply exploring the experiences, strategies, and perceptions of MSME actors in utilizing social media platforms as part of their marketing efforts.
The initial data collection method, which comes from secondary data sources, means that there is no need to go directly to the field, but rather to review and analyze existing data from previous studies.
Utilizing a descriptive qualitative methodology, this study aims to describe real conditions and occurrences to gain comprehensive insights, identify challenges, and conduct evaluations with an emphasis on effective data presentation.
A series of steps was carried out in the development of this journal to achieve the expected outcomes. The research was based on a review of relevant literature to explore key concepts related to the role of product marketing through social media, the significance of digital marketing, and the influence of social media on the advancement of MSMEs in the current environment. The collected materials were then analyzed qualitatively to identify recurring themes, emerging trends, and key conclusions derived from the reviewed literature.
As shown in the table above, the process of creating this journal began in October, starting with determining the topic, title, and issues and solutions to be presented in the content of this journal. Data was sourced from the internet, specifically Google Scholar, and each article and scientific journal relevant to the topic of utilizing social media as a marketing tool for MSMEs was researched and analyzed for similarities and differences. There are several limitations in the development of this journal, including the requirement that articles must be published within the last six years (2020–2024) and must consist of both local and international open-access sources. After analyzing these articles, the author compiled the findings and discussion regarding the impact and benefits of social media use for MSMEs. The author also formulated conclusions based on the collected data to provide guidance for MSMEs in adapting to current developments, enabling them to sustain their businesses and remain competitive in the digital era.
CONCLUSION
The collected data implies that employing social media is a calculated move that helps small businesses expand. According to the research analyzed, using social media leads to broader market reach, more successful promotions, and increased interaction with customers, all contributing to improved business results. A crucial factor in gaining a competitive advantage is the ability of small businesses to utilize digital tools like engaging content, dividing audiences, and analyzing data. In addition, how well social media works depends a lot on being technologically prepared, having digital abilities, and knowing how to manage things. When these conditions are properly met, social media becomes more than just a way to advertise; it becomes a key asset that strengthens the position of small businesses in the online market. Therefore, the combined information confirms that social media is a vital part of how small businesses grow and has a strong chance of encouraging long-term business success.
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