PENGARUH MEDIA SOSIAL TERHADAP PENINGKATAN KEUANGAN PADA PENJUALAN SEBLAK PRASMANAN

Abstract

This study aims to analyze the impact of social media usage on financial improvement in the sales of buffet-style seblak among MSMEs in Jember City. Through platforms such as Instagram, TikTok, and Facebook, business owners can expand market reach, build closer relationships with consumers, and increase customer loyalty. The research was conducted on buffet-style seblak businesses at Angkringan Sengon, UIN KHAS Jember, focusing on the relationship between digital marketing activities and business revenue growth.This study uses a quantitative approach with an associative research design. The sampling technique applied is purposive sampling, involving 50 MSME owners engaged in buffet- style seblak businesses who have been operating for at least one year and actively use social media. The results show that optimal use of social media has a significant effect on increasing revenue, net profit, and cash flow of MSMEs. Most respondents experienced a revenue increase of 20% to 50% after actively utilizing social media. Success factors include engaging content strategies, active interaction with customers, and the use of influencers. Therefore, social media can be considered an essential tool for business development.