Exploring the Experiences of MSMEs in Utilizing Social Media for Branding: A Study of MSMEs in Bengkulu

Abstract

This research aims to explore the experience of MSMEs in Bengkulu, especially in Sukasari Village, in using social media for branding. One of the main challenges faced by MSMEs in Sukasari Village is their limited ability to utilize social media for branding and marketing. This study employs a qualitative approach using the case study method. A case study was chosen because the research focuses on the specific context of MSMEs in Sukasari Village, Bengkulu, and aims to deeply explore how MSME owners in the area utilize social media for branding. From the research results, it is evident that the biggest challenges faced by MSMEs in Sukasari Village in utilizing social media for branding lie in limited technological access and a lack of digital skills. The issue of slow or unstable internet access has become one of the main obstacles for MSME owners in Sukasari Village in optimizing social media as a marketing tool. Most MSME owners do not yet understand how to create content that suits the platform they are using. The findings of this research are consistent with previous studies, which show that MSMEs in rural areas have a significant digital divide compared to MSMEs in urban areas.