The Role of E-Commerce and Social Media for Micro, Small, and Medium Enterprises (Literature Review in the field of MSMEs)

This study aims to examine whether the use of social media and e-commerce can increase consumer interest in purchasing. The Objectives of this study were to Examine the factor that affecting on the purchase intention on Micro Small and Medium Enterprise during the pandemic era, MSMEs experienced a decrease in income of up to 53.76% during the pandemic. This decline was due to the implementation of the PPKM (Enforcement of Restrictions on Public Activities) policy, which required people to stay at home during the pandemic. As a result, MSME entrepreneurs found it increasingly challenging to market their products, and only around 18.82% of MSMEs were able to increase their sales. This situation was possibly mitigated by the adoption of social media and e-commerce platforms to boost MSME sales. With the availability of these platforms, MSME stakeholders were able to adapt and survive in these difficult circumstances. The method used in this study is a literature review, and data collection involved gathering information from various journals, books, and previous studies related to the use of social media and e-commerce to improve sales. The results of this research indicate that the use of social media and e-commerce on various digital platforms can increase sales during the Covid-19 pandemic. Therefore, it is essential for MSME players to maximize the use of social media and e-commerce to boost sales for their businesses.