SYSTEMATIC LITERATUR REVIEW (SLR): PEMANFAATAN MEDIA SOSIAL SEBAGAI DAYA SAING WIRAUSAHA MUDA UMKM
Keywords:
Social Media, MSME Competitiveness, Young EntrepreneursAbstract
This study aims to examine the role of social media in improving the competitiveness of Micro, Small, and Medium Enterprises (MSMEs), especially for young entrepreneurs, through a systematic literature review (SLR). This study examines the strategies and challenges faced by young entrepreneurs in utilizing social media to improve the competitiveness of MSMEs. This study also provides policy recommendations to encourage the use of social media for MSMEs, especially for young entrepreneurs. This study uses ten articles relevant to the research topic obtained from Google Scholar. This study found that social media has great potential in improving the competitiveness of MSMEs, such as expanding market reach, building brand image, and increasing interaction with customers. However, this study also shows challenges such as lack of digital knowledge and skills, limited resources, and changes in social media platform algorithms. This study concludes that to maximize the potential of social media for MSMEs, training and educational programs on digital marketing strategies, support from the government and related institutions, and close collaboration between MSME actors, the government, and non-profit institutions are needed.
References
Arianto, B. (2020). Pengembangan UMKM Digital di Masa Pandemi Covid-19. ATRABIS:
Jurnal Administrasi Bisnis, 6(2), 233-247.
Fakhri, E. A. (2024). Pelatihan Perencanaan dan Evaluasi Konten Sosial Media dengan
Pendekatan Marketing Funnel Bagi Wirausaha Muda. Jurnal Pengabdian kepada
Masyarakat Nusantara, 6(1.1), 88-95.
Fahdillah, Y., Pangestu, M. G., Usmayanti, V., Sabrina, H. L., Lubis, W. I., Saputra, M. H., ...
& Rahayu, N. (2023). Peran Media Sosial terhadap Kinerja Bisnis Pada UMKM
fortechcomputer.id. JUMANAGE Jurnal Ilmiah Manajemen dan Kewirausahaan,
2(2), 173-185.
Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media,
digital, and traditional communication tools in the B2B sales process of international
SMEs. International Business Review, 30(4), 101776.
Nurfajri, A., Hamid, A., & Chalil, R. D. (2021). Peran Media Sosial dalam Pengembangan
Usaha Mikro, Kecil dan Menengah (Studi Kasus Kecamatan Idi Rayeuk Kabupaten
Aceh Timur). JIM (Jurnal Ilmiah Mahasiswa), 3(2), 111-126.
Permadi, R. N., Sari, M. R., & Prawitasari, N. (2022). Pemanfaatan Media Sosial Sebagai
Platform Utama Pemasaran Produk UMKM. AVANT GARDE: JURNAL JLMU
KOMUNIKASI, 10(1), 15-29.
Octavia, A., Nifita, A. T., Sriayudha, Y., Siregar, A. P., & Rosyid, G. Y. (2022). Pelatihan
Strategi Pemasaran Produk Berbasis Digital Marketing Bagi Wirausaha Muda
Perempuan untuk Meningkatkan Kinerja Bisnis Iwapi Muda Jambi. Jurnal Karya
Abdi Masyarakat, 6(2), 332-340.
Pasaribu, R. (2020). Analisis media sosial sebagai media pemasaran untuk meningkatkan
daya saing UMKM di Kota Medan. Journal Of Economic and Business, 2(1), 50-60.
Hamid, A., & Chalil, R. D. (2021). Peran Media Sosial dalam Pengembangan Usaha Mikro,
Kecil dan Menengah (Studi Kasus Kecamatan Idi Rayeuk Kabupaten Aceh Timur).
JIM: Jurnal Ilmiah Mahasiswa, 111-123.
Pangestu, M. G., Usmayanti, V., laras Sabrina, H., Lubis, W. I., Utami, F. N., & Rahayu, N.
(2023). Peran Media Sosial terhadap Kinerja Bisnis Pada UMKM fortechcomputer.
id. Jurnal Ilmiah Manajemen dan Kewirausahaan (JUMANAGE), 2(2), 173-181.
Edji, S. N., & Nasution, M. R. Z. (2024). Peran Media Sosial Dalam Meningkatkan Daya
Saing Usaha Kecil Menengah. Studia Economica: Jurnal Ekonomi Islam, (2), 176
185.
Arianto, B., & Sofyan, H. (2022). Peran Media Sosial Bagi Penguatan Bisnis UMKM di Kota
Serang Banten. Jurnal Riset Bisnis Dan Manajemen Tirtayasa, 6(2), 130-145.
Larasati, S. A., Istiqomah, A., Ramadani, A. S., Khoiriyah, A., & Radianto, D. O. (2024).
Peran Media Sosial Dalam Pengembangan Usaha Mikro, Kecil dan Menengah
(UMKM). CEMERLANG: Jurnal Manajemen Dan Ekonomi Bisnis, 4(2), 321-332.
Pasaribu, Y., Nawawi, Z., & Syahriza, R. (2025). Systematic Literature Review (SLR):
Optimizing the Potential of Sharia Tourism in Indonesia to Improve Competitiveness
and Local Economic Prosperity. ISLAMICONOMIC: Jurnal Ekonomi Islam, 16(1).
Anggara, W., Harahap, I., & M. Nawawi, Z. (2024). Systematic Literature Review: The Paradigm Of Developing Nations Oriented Towards Falah. International Journal of Science, Technology & Management, 5(1), 163-175.
