OPTIMALISASI MEDIA SOSIAL SEBAGAI KATALIS PERTUMBUHAN PEMASARAN UMKM MAKANAN MINUMAN DI SURABAYA

This research is qualitative research, the purpose of which is to describe the social media utilization strategy carried out by food and beverage MSMEs in Surabaya in marketing their products. Identifying supporting and inhibiting factors and analyzing the perceptions of MSME actors regarding the effectiveness of social media in expanding the market and increasing product sales. Research informants were determined by purposive sampling based on the following criteria: Owners or managers of MSMEs in Surabaya in the food and beverage sector, actively using at least one social media platform Instagram, TikTok, or Facebook for the past 6 months. Have direct experience in managing business social media accounts. Data sources come from primary data and secondary data. Data collection techniques use In-depth interviews, observation, and documentation. The results of the study found the social media utilization strategy commonly used by Surabaya F&B MSMEs in IG, TikTok, WhatsApp Business, and Google Maps & reviews. Supporting factors for social media optimization include the existence of an active ecosystem & training in Surabaya, current consumer habits searching for culinary using social media and the existence of online food delivery. Inhibiting factors are management reviews: negative reviews on Maps or in online food delivery have a rapid impact on customer perception and affect sales. MSMEs' perceptions of optimizing social media usage tend to be positive, including the ability to promote on social media at minimal cost, and the ease of interacting with customers, resulting from direct sales through TikTok and Instagram DMs, or indirect sales through online food delivery.