Peranan Community Engagement Media Sosial dalam Optimalisasi Strategi Digital Marketing untuk Meningkatkan Penjualan UMKM

Abstract

Social media plays an important role in helping Micro, Small, and Medium Enterprises (MSMEs) increase brand visibility, expand market reach, and improve sales. This community service activity aimed to optimize the digital marketing strategy of Ratu Snack Box MSME through community engagement in social media management and evaluate its implementation outcomes. The activity was conducted from June 2025 to May 2026 through partner observation, strategic planning, social media management assistance, digital content implementation, and evaluation. The mentoring adopted a project management approach covering partner interaction, financial management, digital communication crisis management, project evaluation, and online reputation management. Digital marketing was implemented through Instagram, TikTok, Facebook, YouTube Shorts, and WhatsApp Business, supported by Canva, CapCut, and Google Sheets. The results showed an increase in the average engagement rate from 1.89% to 2.99%, representing a 58% improvement. Followers also increased on Instagram from 977 to 1,335, TikTok from 93 to 535, and Facebook from 2 to 200, while YouTube gained 116 subscribers. MSME income increased from IDR 14,149,333 to IDR 25,045,017, or 77.0%. Community engagement mentoring improved the structured management of social media, expanded audience reach, and supported the digital marketing performance of Ratu Snack Box MSME.