The Role of Social Media in Increasing the Income of Small and Medium-Sized Enterprises in Malang City

France Karada Woli (Accounting, Faculty of Economics, Tribhuwana Tunggadewi University, Malang, Indonesia)
Cakti Indra Gunawan (Management, Faculty of Economics, University of Tribhuwana Tunggadewi, Malang, Indonesia)
Ahmad Mukoffi (Accounting, Faculty of Economics, University of Tribhuwana Tunggadewi, Malang, Indonesia)

International Journal of Management and Business
Vol. 3 No. 4 (2026): October

The purpose of this research is to determine the role of social media in increasing the income of SMEs in Malang City. This research uses a qualitative method. The informants in this study are 3 SME actors in the food and beverage sector in Malang City. The data collection technique is done through direct interviews. The data analysis method used is descriptive. The research results prove that the digitalization system through the Instagram platform is not effective in increasing SME income, the TikTok platform is quite effective in increasing income, and the GrabFood platform is very effective in increasing income. These results can be understood that the GrabFood platform is more dominant in increasing SME income. Social media platforms through Instagram and TikTok play an important role in expanding marketing reach, while the GrabFood platform plays an important role as a means of selling food and beverage products online and instantly.