PEMANFAATAN MEDIA SOSIAL DALAM PENGELOLAAN BISNI UMKM FASHION (STUDI KASUS PADA SUBJEK IN-01 & IN-02)

Abstract

Digital transformation has encouraged changes in business management patterns from conventional systems toward the utilization of digital platforms, including social media. Instagram and TikTok have become widely used platforms among Micro, Small, and Medium Enterprises (MSMEs) because they effectively support interactive and efficient marketing activities. This study aims to analyze the utilization of social media in the business management of fashion MSMEs. The research employed a descriptive qualitative approach with data collection techniques conducted through in-depth interviews with two fashion MSME owners who actively use Instagram and TikTok as marketing media. The results indicate that social media is utilized not only as a promotional tool but also as a medium for branding, customer communication, and sales improvement. The strategies implemented include the use of Reels, Live features, and Ads to increase consumer engagement. The study also found several challenges faced by MSME actors, such as platform algorithm changes, limited human resources, and the demand for consistency in digital content production. Therefore, adaptability and well-planned content management are essential factors in optimizing social media for the sustainability of fashion MSME businesses.