The Role of Social Media in Supporting MSME Economic Activities in Tondano, Minahasa Regency

Abstract

The rapid advancement of digital technology has transformed economic activities, including the marketing strategies adopted by micro, small, and medium-sized enterprises (MSMEs). Social media has emerged as an important platform for product promotion, customer communication, and market expansion. This study examines the role of social media in supporting MSME economic activities in Tondano, Minahasa Regency. A descriptive qualitative approach was employed. Data were collected through interviews with six MSME owners selected using purposive sampling, complemented by documentation and a literature review. The data were analyzed through data reduction, data display, and conclusion drawing. The findings indicate that Facebook plays an important role in promoting products, expanding market reach, facilitating communication with customers, strengthening business branding, and disseminating product information efficiently. Social media use also helps reduce promotional costs and strengthen relationships between business owners and consumers. However, MSME owners continue to face challenges related to limited digital literacy and inconsistent management of marketing content. Strengthening digital capabilities through targeted training and ongoing mentoring is therefore essential to maximize the use of social media and support the sustainable development of MSMEs.