Peran Media Sosial Terhadap Kinerja Bisnis UMKM Digital
DOI:
https://doi.org/10.55606/jurima.v6i1.6584Keywords:
Social media, business performance, digital MSMEs, digital marketingAbstract
The development of digital technology has driven significant transformations in business practices, particularly in Micro, Small, and Medium Enterprises (MSMEs). Social media has become a strategic instrument widely utilized by digital MSMEs to improve business performance. This study aims to analyze the role of social media in the business performance of digital MSMEs, including increasing sales, market reach, customer relationships, and competitive advantage. The research method used is a literature review with a descriptive-analytical approach, analyzing various relevant national and international journals. The results of the study indicate that effective use of social media can increase brand visibility, marketing efficiency, and two-way interaction with consumers. Social media also plays a crucial role in building customer trust and loyalty in digital MSMEs. Therefore, optimizing social media strategies is a key factor in improving MSME business performance in the digital economy era.
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