Analysis of Cirebon City Local Government Policies in the Use of Social Media for MSME Product Marketing

Abstract

The development of MSMEs in Cirebon City faces several challenges, including the lack of understanding among MSME actors about the use of technology in digital marketing. This study aims to determine the involvement of local government, especially the Office of Small, Medium Enterprises, Industry, and Trade Cooperatives, in supporting MSMEs through the use of social media. The study examines two variables: the content of the policy and the implementation environment. This research is qualitative in nature, with data collection techniques conducted through direct interviews with the Office and MSMEs in Cirebon City. The results indicate that the use of social media for marketing MSME products in Cirebon City has been effective, as evidenced by the increased promotion of MSME products. However, limitations in human resources, skills, and knowledge about marketing administration remain weaknesses. Therefore, regular and consistent training on the use of social media platforms for MSMEs is necessary, and the Cirebon City Regional Government should monitor the implementation of these programs.