<![CDATA[The rapid development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to continuously adapt within an increasingly digitalized business ecosystem. Social media has evolved beyond a platform for entertainment into a strategic tool for product marketing and sales. This study aims to analyze the role of social media as a digital business tool in improving MSME product marketing and sales, identify the most impactful platforms, and examine relevant strategies, challenges, and solutions. The research employed a quantitative descriptive survey method using questionnaires distributed to 80 MSME actors in urban areas who actively utilized social media as a marketing channel. The data were analyzed using descriptive statistics and frequency distribution analysis. The results indicate that 91.25% of respondents reported significant sales growth attributed to social media utilization, with Instagram and TikTok emerging as the most widely used platforms. Creative content strategies, two-way communication, and micro-influencer collaborations were identified as the most effective approaches. The main barriers included limited digital literacy (reported by 67.5% of respondents) and insufficient time for content management (reported by 58.75% of respondents). This study concludes that strategic and data-driven optimization of social media utilization is essential for strengthening MSME competitiveness in the digital economy era.]]>
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