THE ROLE OF LEADERSHIP IN IMPLEMENTING SOCIAL MEDIA MARKETING STRATEGIES TO INCREASE PURCHASING POWER AND BUILD BRAND IMAGE OF HILWAH FOOD MSMES

Kresna Rakha PUTRA; Aldina SHIRATINA

doi:10.33068/iccd.v7i1.966

Kresna Rakha PUTRA Universitas Mercu Buana
Aldina SHIRATINA Universitas Mercu Buana

DOI: https://doi.org/10.33068/iccd.v7i1.966

Keywords: Leadership, Digital Marketing, Social Media, Brand Image, MSMEs

Abstract

In the digital era, the role of social media is crucial in increasing market visibility and consumer trust, especially for Micro, Small, and Medium Enterprises (MSMEs). This paper discusses the leadership role in implementing digital marketing strategies through Instagram and TikTok to enhance the purchasing power and brand image of Hilwah Food MSME. Using a project-based approach, the study employed structured content management, social media analytics, and strategic team coordination. The results show significant increases in brand awareness, audience engagement, and conversion rates. Leadership is key in aligning strategic direction with digital trends, ensuring that every element of the project—from creative development to customer interaction—was effectively executed. This paper highlights that social media leadership not only enhances market competitiveness but also promotes the long-term sustainability of MSMEs in the digital economy.

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