Persepsi Tingkat Kesiapan UMKM dalam Pengelolaan Media Sosial

Abstract

This study examines the readiness of micro, small, and medium enterprises (MSMEs) to utilize social media for digital marketing. Given the importance of digital platforms in today's modern business era, this study aims to understand how MSMEs view their readiness to manage social media and their level of involvement in utilizing it for promotional activities. The methodology used is quantitative descriptive, including a survey distributed to 64 MSME owners, which collected data on their experiences, practices, and attitudes toward social media management. The results show that most MSME owners feel ready to manage their social media by actively following trends and creating relevant content to attract consumers. The study also shows that although social media significantly contributes to expanding market reach, improving customer relationships, and increasing sales, many MSMEs still lack a comprehensive digital marketing strategy. Although MSMEs show a high level of readiness to use social media, further education and support are needed to adopt more advanced digital marketing tools and strategies.