Abstract
The development of digital technology has changed the way businesses market products, including culinary businesses such as chili chips. This article examines the role of social media in increasing sales of chili chips in Sibuhuan Market, North Sumatra. Social media, through platforms such as Instagram, Facebook, and TikTok, allows businesses to introduce their products to a wider audience, increase brand awareness, and reach markets outside of the local area. In addition, social media provides an opportunity to interact directly with consumers, receive feedback, and build customer loyalty. Marketing through creative content, such as eye-catching photos and videos, as well as promotions through influencers or contests, also contribute to increased buying interest. By taking advantage of the e-commerce features available on social media, the purchase process becomes easier, which also drives increased sales conversions.
