Pengaruh Media Sosial Terhadap Pertumbuhan UMKM: Studi Kasus Strategi Pemasaran Digital di UMKM Kabupaten Sidoarjo, Jawa Timur

Abstract

This study aims to analyze the influence of social media on the growth of Micro, Small, and Medium Enterprises (MSMEs) with a focus on digital marketing strategies in the modern era. Through a qualitative approach and case study method, this study examines 30 MSMEs in urban and semi-urban areas in Sidoarjo, East Java, Indonesia that actively use social media as a marketing tool. Data were collected through in-depth interviews, observations, and documentation studies, then analyzed using thematic analysis techniques. The results of the study show that social media plays a significant role in increasing visibility, sales, and market expansion of MSMEs. As many as 80% of MSMEs experienced an increase in sales of 20-50%, while 60% managed to reach markets outside their area. Platforms such as Instagram, Facebook, and WhatsApp are the main choices for MSMEs because of their ease of use and affordable costs. However, MSMEs also face challenges such as limited human resources, lack of knowledge about digital marketing strategies, and intense competition. Effective digital marketing strategies include creating engaging content, actively engaging with audiences, and utilizing the latest social media features. This study concludes that social media is a transformative tool for MSMEs, but efforts are needed to increase the capacity and knowledge of MSME actors in order to maximize their potential, so this potential needs to be supported through training, use of social media management tools, and collaboration with influencers.