This research is a literature study on marketing strategies for MSME owners in Riau. This study aims to analyze what marketing strategies are used by MSME owners in an effort to maintain their business continuity. The research method used in this study is a qualitative descriptive method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library study) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. The results of the study conclude that the marketing strategies carried out by MSME owners in maintaining their business during the Covid-19 pandemic are; Product Strategy, during the Covid-19 pandemic, MSME owners in Riau also created innovations in their respective products. Price Strategy (Price), during the pandemic, MSME owners in Riau also carried out a price strategy in the form of discounts or price discounts to attract consumers and be able to maintain business. Promotion Strategy (Promotion), The forms of promotion used are: (1) Advertising (Advertising) (2) Personal Selling (Personal Selling) (3) Sales Promotion (4) Place Strategy (Place/Distribution).

Using soft sell will cause a more positive affective response than rational appeal or hard sell so that it can increase the level of buying interest, especially share. This study aims to analyze the marketing communication strategy of soft selling through Instagram social media in achieving the millennial market share. The research method used in this study is a qualitative descriptive method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library study) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. The results of the study conclude that the STP strategy is an effort to achieve the maximum target market. STP (Segments, Targeting, Positioning) strategy to suit the type and purpose of the product to be marketed. The modeling that has been carried out as described in the literature study and the results and discussion has succeeded in showing the relationship between the values ​​of Engagement, New Customer, Company Total Sales, Profit, and Marketshare (market share) as evidenced by structural validation