UTILIZATION OF SOCIAL MEDIA PLATFORMS IN DIGITAL MARKETING OF GYOUJEONGKOREAN STREET FOOD MSMES IN MALANG

Abstract

The purpose of this study is to analyze the use of a management information system (MIS) in social media marketing activities at Gyoujeong MSMEs in Malang City and to identify the benefits and challenges faced in implementing MIS for digital marketing. This study uses a qualitative descriptive approach with data collection techniques including interviews, observation, and documentation. The results show that Gyoujeong's digital marketing strategy of updating creative content on Instagram and TikTok is effective in increasing brand awareness, customer loyalty, and promotional efficiency. Collaboration with content creators and student video reviews are also key supporting factors for this success. However, challenges remain, such as limited digital infrastructure and online reputation risks. These findings are expected to serve as a practical reference for other MSMEs in optimizing social media as part of their marketing strategy.