OPTIMIZATION OF MARKETING CHANNELS TO INCREASE MARKET REACH IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) CHOCOBAR

Abstract

This study aims to examine the role of optimizing marketing channels in increasing market reach for Micro, Small, and Medium Enterprises (MSMEs), specifically Chocobar in Medan. The research employs a qualitative approach using interview and observation techniques for data collection. The findings indicate that digital channels—such as social media, online marketplaces, and content marketing are effective in enhancing consumer engagement and interest, while offline channels, including direct sales and local partnerships, contribute to building consumer trust. The integration of both digital and offline channels has proven to be more effective in expanding market reach and supporting business sustainability. Therefore, the optimization of marketing channels is a crucial strategy for Chocobar MSMEs in building competitive advantage and improving business performance.