<![CDATA[This article aims to examine the role of social media in supporting entrepreneurial marketing activities and analyze its function as a marketing innovation for Micro, Small, and Medium Enterprises (MSMEs) in the digital era. The research method used is library research with a qualitative descriptive approach through analysis of various journals, scientific articles, and relevant literature sources regarding digital marketing and social media. The results of the study indicate that (1) various social networking platforms, including Instagram, TikTok, Facebook, and e-commerce services, are capable of broadening market coverage, strengthening brand recognition, and facilitating effective interactions between business owners and consumers; (2) the implementation of digital marketing strategies through social media, including creative content, influencer marketing, and promotional features, has positively affected sales growth, customer loyalty, and the success of MSMEs. Furthermore, social media offers opportunities for MSMEs to participate in broader market competition with relatively lower promotional expenses than conventional marketing methods. This study concludes that social media has become an essential element of modern marketing strategies and serves as an innovation that supports the growth and sustainability of MSMEs amid the development of the digital economy. The originality of this study lies in its presentation of findings that synthesize recent studies concerning the implementation of social media for MSME marketing, thereby providing a more comprehensive understanding of the effectiveness of social media in supporting entrepreneurial activities in the digital era.]]>
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