MARKETING STRATEGY OF HIDAYAH CHIPS THROUGH SOCIAL MEDIA TO INCREASE SALES AND FAMILY ECONOMY

Abstract

The development of digital technology provides significant opportunities for micro, small, and medium enterprises (MSMEs) to increase their competitiveness through the use of social media as a marketing tool. However, not all MSMEs possess the knowledge and skills to optimally utilize digital technology. This community service activity aims to improve the marketing strategy of the Hidayah Chips business through social media to increase sales and the family economy in Gading Wetan Village. The method used is the Asset-Based Community Development (ABCD) approach, which focuses on utilizing the potential and assets owned by the business owners. The activity stages include asset identification, needs mapping, social media assistance, marketing content creation, and monitoring and evaluating the results of strategy implementation. The results indicate that the use of social media platforms such as WhatsApp and TikTok can expand marketing reach, enhance interaction with consumers, and positively impact the number of orders. Furthermore, the digital marketing strategy also contributes to strengthening family economic independence by increasing income and involving family members in business activities. Therefore, utilizing social media as a marketing strategy is an effective and efficient solution for the development of home-based MSMEs in rural areas.