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All Journal KINDAI : Kumpulan Informasi dan Artikel Ilmiah Manajamen dan Akuntansi
muhammad ashdaq
a:1:{s:5:"en_US";s:27:"Universitas Negeri Makassar";}
Economics, Econometrics & Finance

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ANALYSIS OF MARKETING PERFORMANCE EFFECTIVENESS OF INSTAGRAM AND TIKTOK PLATFORMS (CASE STUDY OF ISDSHOP MAKASSAR) Risnawati S; Muhammad Rakib; muhammad ashdaq
KINDAI Vol 22 No 1 (2026): KINDAI
Publisher : JURNAL KINDAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35972/kindai.v22i1.2549

Abstract

This study aims to assess the effectiveness of promotions using Instagram and TikTok in attracting audience attention. The formulation of the problem in this study are: 1) How to analyze the effectiveness of promotions using Instagram and TikTok on Isdshop Makassar, 2) What factors influence promotions using Instagram and TikTok on Isdshop Makassar. The objectives to be achieved are to find out: 1) Analysis of the effectiveness of promotions using Instagram and TikTok on Isdshop Makassar, 2) Factors that influence promotions using Instagram and TikTok on Isdshop Makassar. The approach used is a descriptive quantitative approach with data collection techniques used are documentation and observation techniques. The results of the study show that TikTok and Instagram are equally effective platforms and have advantages in improving digital marketing performance on ISDShop Makassar. The effectiveness of digital promotions is influenced by several factors including content creativity, upload frequency, interaction with the audience, selection of publication timing, and use of platform features.
PENGEMBANGAN PEMASARAN DIGITAL MELALUI SISTEM INFORMASI BERBASIS WEBSITE SERTA MEDIA SOSIAL PADA UMKM SOSOXEWA BIBIT BUAH MAKASSAR Rizky Inayah Muflih Ramadani; Muhammad Ashdaq; Valentino Aris
KINDAI Vol 22 No 1 (2026): KINDAI
Publisher : JURNAL KINDAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35972/kindai.v22i1.2570

Abstract

Abstract: This study aims to develop a website-based information system integrated with social media to increase the promotional effectiveness of the Sosoxewa Bibit Buah Makassar MSME. Observations show that most MSMEs only utilize social media separately without the support of a website-based information system, which results in suboptimal access to product information and business credibility in Makassar City. The method used is Research and Development (R&D) with the ADDIE model, which includes the stages of analysis, design, development, implementation, and evaluation. The website was developed as a product catalog and business information center integrated with a Facebook business page. Evaluation was carried out using the System Usability Scale (SUS) and digital marketing metric analysis. The results showed a SUS score of 81.43, which is in the good category, where the SUS score range is 0-100. Digital performance data also showed an increase in visibility, with 12,693 organic content impressions, 1,664 clicks to the website, and an engagement rate of 5.3%. These findings indicate that integrating a website-based information system with a social media strategy is effective in increasing promotional reach and ease of access to MSME product information. Keywords: ADDIE; digital marketing; MSME; social media; website-based information system
Co-Authors Muhammad Rakib Risnawati S Rizky Inayah Muflih Ramadani Valentino Aris