ENHANCING MSME SALES PERFORMANCE THROUGH SOCIAL MEDIA MARKETING TRAINING

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in local economic recovery, particularly in tourism-dependent regions such as Senggigi, Lombok. However, many local business units face substantial challenges in reaching broader consumer bases due to conventional marketing constraints and limited digital literacy. This community service initiative aimed to enhance the sales performance and marketing capabilities of MSME 'Nutsafir Cookies' in Senggigi through structured social media marketing intervention. Participated in by enterprise members, the program applied an integrated approach comprising counseling, interactive training, and hands-on mentoring. The activities focused on content creation, social media branding, target audience engagement, and digital promotional execution. The evaluation results demonstrate a significant improvement in both the theoretical knowledge and technical skills of the participants regarding digital marketing strategies. Furthermore, the adoption of digital platforms enabled MSME Nutsafir to expand its market reach and establish a stronger online brand presence. This program underscores the imperative of continuous mentoring and digital transformation in empower