Analysis of the Utilization of Social Media Technology on the Marketing Performance of Marine Processed Products of MSMEs in Citemu Village, Cirebon

Abstract

Background: Digital technology has encouraged micro, small, and medium enterprises (MSMEs) to adopt social media for product promotion and customer communication. However, its contribution to sustained marketing performance remains uncertain for village-level processed seafood enterprises.
Objective: This study examines social media utilization and its implications for the marketing performance of processed seafood MSMEs in Citemu Village, Cirebon. Methods: A descriptive-analytical quantitative survey approach was applied to processed seafood MSME actors who used social media for marketing. Respondents were selected purposively. Structured questionnaires and documentation of promotional activities supported descriptive interpretation of social media use and perceived marketing outcomes.
Results: The reported findings indicate that social media supports product visibility, wider consumer reach, and direct interaction with potential buyers. Nevertheless, promotional activities remain sporadic, content planning is limited, and consumer interaction metrics are rarely used to evaluate marketing decisions. The reported improvement in visibility and communication has not consistently translated into higher sales or sustainable marketing performance.
Conclusion: Social media offers an accessible marketing channel, but its effectiveness depends on consistent content planning, digital literacy, brand communication, and routine performance evaluation. These findings support contextual digital marketing assistance for village-level seafood MSMEs. Because sample characteristics and statistical estimates are not reported, the findings should be interpreted descriptively rather than as evidence of a statistically established causal effect.