ROLE AND FUNCTION OF SOCIAL COMMERCE TO INCREASE THE GROWTH OF MSMES (MICROS, SMALL AND MEDIUM ENTERPRISES) IN INDONESIA

Abstract

Indonesian Micro, Small and Medium Enterprises (MSMEs) have their own definitions where the MSMEs category is determined by the Indonesian government, including based on capital, assets, turnover, etc. owned by a business unit so that the business unit can be said to be an MSME. MSMEs have many limitations, so they get special attention from the Indonesian government. Because of the limitations that exist, MSMEs need help to develop which is one way to develop it by increasing their sales performance. Increasing internet use, especially social media and ecommerce, provides MSME opportunities to increase their sales. This data uses primary data by observing MSMEs to obtain information about the obstacles faced when using social commerce so the results of this research explain the obstacles faced by MSMEs to sell their products through social commerce. Furthermore, this research will produce a model of social commerce use to help MSMEs increase their sales.