Pemanfaatan Social Media Marketing Sebagai Media Promosi Pada Umkm Kerupuk Cabe Rahma Di Bengkalis

This study aims to implement social media marketing as a promotional medium for Kerupuk Cabe Rahma MSME in Bengkalis. The study was motivated by the limited use of conventional promotional activities, resulting in less effective product marketing and limited customer reach. The project applied a project based method consisting of preparation, implementation, completion, and reporting stages. The implementation included SWOT analysis, Segmentation, Targeting, and Positioning (STP) analysis, the creation of Instagram and TikTok accounts, preparation of a social media content calendar, and development of promotional content in the form of product photos, posters, videos, and live streaming activities.
The results showed that social media marketing successfully improved promotional activities, expanded marketing reach, increased content visibility, and encouraged interaction with potential customers. In addition, the MSME obtained a more attractive, effective, and innovative promotional medium that supported digital marketing development. Several challenges were encountered during the project, including limited time, difficulties in creating content ideas, and the temporary closure of the business, which affected documentation activities.
These challenges were addressed by preparing a structured content calendar, utilizing available documentation, evaluating every published content. Therefore, implementing social media marketing effectively supported promotional development and strengthened the competitiveness of Kerupuk Cabe Rahma MSME sustainably.