The utilization of Instagram and Tiktok e-commerce as an effort to develop MSMEs craft shells in the Serangan village

Abstract

Abstract: Micro, Small, and Medium Enterprises (MSMEs) are one of the sectors that play an important role in increasing economic growth, creating jobs, and improving people's welfare. One of the MSMEs that has great potential is the shellfish craft business in Serangan Village, Denpasar City, Bali, which produces various products with high artistic value and has local cultural characteristics. However, product marketing is still dominated by conventional methods, such as direct sales to tourists and regular customers, so that market reach is limited and less able to compete in the digital era. This study aims to analyze the use of e-commerce-based social media, namely Instagram, TikTok, and WhatsApp Business, as a strategy for the development of mussel shells handicrafts in Serangan Village. The research uses a qualitative descriptive method with data collection techniques through observation, interviews, and documentation during the implementation of the Real Work Lecture (KKN). Data analysis is carried out descriptively using SWOT analysis to identify strengths, weaknesses, opportunities, and threats and formulate the right business development strategy. The results show that the use of Instagram is able to increase the attractiveness of promotions through visual content and Instagram Shopping features, TikTok is effective in expanding market reach through creative short videos and utilizing the For You Page (FYP) algorithm, while WhatsApp Business supports more effective communication with customers through product catalog features, automatic replies, customer labels, and direct dissemination of promotional information. The integration of the three platforms is able to increase product visibility, expand market share, build brand image, strengthen relationships with consumers, and encourage increased sales potential. Thus, the use of social media-based e-commerce needs to be optimized through improving the digital competence of MSME actors, consistent content management, and a sustainable digital marketing strategy so that MSMEs making shellfish crafts in Serangan Village are able to increase competitiveness and reach the national and international markets.