MSMEs' perceptions of social media utilization for branding processed fishery products

This study aims to analyse the perceptions of Micro, Small, and Medium Enterprises (MSMEs) regarding the use of social media as a branding tool for processed fishery products in Bunutin Village, Bangli Regency. The research approach used is quantitative descriptive, with data collection methods through a Likert scale questionnaire and semi-structured interviews with 30 respondents. The results show that the level of understanding of social media among MSME actors is in the good category, with an average score of 80%. This encompasses the ability to comprehend social media algorithms, maintain account privacy, distinguish valid information, and utilize social media for marketing activities. In addition, the intensity of social media use is also high, as reflected in daily usage habits, effective time management, and the use of social media for productive activities such as promotion and business interactions. However, there are still a small number of respondents who have not maximized their control over the duration of social media use. In general, this study confirms that social media has a significant contribution in strengthening brand awareness and increasing the competitiveness of processed fishery products. However, improvements in digital literacy,,,