Analysis of Cirebon City Local Government Policies in the Use of Social Media for MSME Product Marketing

Abstract

The development of Micro, Small and Medium Enterprises (MSMEs) in Cirebon City is influenced by several challenges that are still facing, including the lack of understanding of MSME players about the use of technology in digital marketing. The purpose of this study is to determine the involvement of local governments, especially the Office of Small, Medium Enterprises Cooperatives Industry and Trade (DKUKMPP) on MSMEs by utilizing social media. In this study, the author applies the theory of Merilee S. Grindle (1980) where implementation is influenced by two variables, namely policy content and implementation environment. This research is included in the qualitative type with data collection techniques conducted through direct interviews with DKUKMPP and MSMEs in Cirebon City. The results obtained by researchers are that the use of social media for marketing MSME products in the city of Cirebon has actually been effective as evidenced by the increased promotion of MSME products, however, given the limitations of Human Resources (HR), skills, and knowledge of administration in terms of marketing products, there are still weaknesses so that training on the use of social media platforms for MSMEs needs to be carried out regularly and consistently and the Cirebon City Regional Government can monitor the course of the program.