Analisis Media Sosial Dan Marketplace Untuk Mengembangkan Pemasaran Umkm

This study aims to analyze social media and marketplaces to develop MSME marketing. The type of research used is descriptive qualitative. The research subjects were 28 MSMEs. Data collection techniques used interviews, observation, and documentation. The results of this study are for social media platforms, Instagram ranks highest as the most widely used platform, followed by TikTok, then Facebook, WhatsApp Business, and finally YouTube with the lowest percentage. Meanwhile, for marketplace platforms, Shopee is the most dominant platform used by MSMEs, followed by Tokopedia in second place, while Lazada is in last place with a relatively small number of users. MSMEs that are able to optimally utilize these two platforms with creative, consistent, and adaptive strategies will have a greater opportunity to grow and survive in increasingly dynamic business competition.