<![CDATA[This study aims to analyze the perceptions, supporting factors, challenges, and strategies of culinary MSMEs in Pematang Baih, Pasir Pengaraian, in utilizing Facebook as a marketing tool. The study used a qualitative method with a descriptive approach. The population in this study amounted to 128 culinary MSMEs, with a sample selection technique using purposive sampling, resulting in 20 business actors as informants. Data collection techniques were carried out through in-depth interviews, observation, and documentation. The results showed that culinary MSMEs have a positive perception of Facebook use because it is considered capable of increasing sales, adding customers, and building brand awareness and relationships with consumers. Factors influencing Facebook utilization include technological understanding, experience using social media, access to digital training, and ease of use of the platform. However, MSMEs also face challenges such as limited human resources and time, minimal training, technical obstacles, and pressure to continuously produce engaging content. To overcome these challenges, MSMEs implement various strategies, such as participating in digital training, utilizing Facebook Groups and Marketplace features, creating creative content, utilizing customer feedback, and using the post scheduling feature. This study concludes that Facebook has great potential as a marketing tool for MSMEs if supported by increased capacity and adequate access to technology]]>
