PEMANFAATAN MEDIA SOSIAL SEBAGAI STRATEGI PROMOSI BAGI UMKM DAN WIRAUSAHA MUDA

The advancement of information technology has had a significant impact on the world of entrepreneurship, particularly in the field of marketing. Social media platforms have now become an efficient marketing tool, reaching a wide audience. This article discusses the use of social media platforms such as Instagram, TikTok, and WhatsApp Business in supporting business promotion activities, especially for MSMEs (Micro, Small, and Medium Enterprises) and young entrepreneurs. Literature studies show that social media can increase product reach, strengthen relationships with consumers, and expand market access without requiring large expenses. By utilizing social media effectively, business competitiveness and sustainability in a competitive digital market can be improved.信息技术的发展对创业领域产生了深远影响，在营销范畴尤为突出。当前社交媒体平台已成为触达海量受众的高效营销载体。本文探讨了Instagram、TikTok及WhatsApp Business等社交媒体平台在助力商业推广活动中的应用场景，尤其面向中小微企业（Micro, Small, and Medium Enterprises，MSMEs）与青年创业者。相关文献研究表明，社交媒体可在无需高额投入的前提下，拓展产品触达范围、强化与消费者的联结并拓宽市场准入渠道。通过高效运用社交媒体，企业在激烈的数字市场竞争中的竞争力与可持续发展能力均可得到提升。