<![CDATA[The development of digital technology encourages MSMEs to optimize social media as an effective and efficient marketing tool. This study aims to analyze the effectiveness of utilizing social media, especially Whatsapp Business , Instagram and TikTok, as digital marketing media for MSME Deandra Batik Lampung. The method used is qualitative with data collection techniques through interviews, observations, and documentation. The results of the study show that social media can significantly increase brand awareness , interaction with customers, and sales of batik products. However, obstacles such as lack of understanding of social media algorithms and limited technical skills are the main obstacles in optimizing digital marketing. Training efforts and utilization of social media analytics features help overcome these obstacles. Utilizing social media as a digital marketing medium is an effective way for MSME Deandra Batik Lampung to face market competition by maximizing market interaction and reach. This study provides important recommendations for increasing digital marketing capacity so that MSMEs can maximize the use of social media]]>
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