ABSTRACT
In Indonesia, the COVID-19 pandemic hit MSMEs, which are key to the national economy. In Jakarta, the capital city of Indonesia, many MSME actors needed to face large-scale social restrictions. During times like this, one of the strategies that could potentially spur its productivity is social media marketing. The increasingly massive and widespread use of social media has made it an ideal marketing tool to reach consumers without direct contact. In this new normal era, consumer behavior has also shifted. It can be seen from the increasingly high purchasing patterns of consumers on social media. It was later found that the implementation of social media marketing could help MSMEs in Jakarta to maintain their productivity, while still complying with the restrictions. Thus, the readiness of MSME actors in Jakarta to develop their social media marketing effectively is required to reduce marketing costs and to increase business profits.
