Currently, the use of social media marketing (SMM) to promote the company's product is
necessary. The purpose of this study is to examine the effect of SMM on the business
performance of Micro, Small, and Medium Enterprises (MSMEs) during the Covid-19
pandemic. By integrating the theory of TAM, UTAUT, and Diffusion of Innovation, this
study tries to verify the hypothesis. The research setting is in the batik village in Surakarta,
Indonesia. Batik sellers, owners, and managers who use SMM in their marketing activities
were recruited as respondents. Data was collected using surveys through structured
questionnaires. The purposive sampling method was employed to collect data. A total of
251 data were processed further using SmartPLS. The study shows that SMM has
significantly impacted MSMEs performance in terms of increasing sales and market share,
customer relations, and productivity during the Covid-19 pandemic. This is supported by
the use of an application that is easy to operate. This study proves that SMM can
demonstrate its benefits; it is easy to use; and is compatible with conventional marketing
systems carried out by MSMEs. However, MSMEs and local governments must work
together to support conditions that facilitate and cope with cost constraints.