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All Journal Jurnal GeoEkonomi Ilmu Manajemen Sosial Humaniora (JIMSH)
Narendra Muvano, Nandha
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Memahami Preferensi Platform Media Sosial pada UMKM Indonesia: Perspektif Technology Acceptance Model terhadap Strategi Promosi Digital berbasis Sektor Usaha Armawan, Ivan; Indra Saputra Alamsyah, Andi; Narendra Muvano, Nandha; Ayu Lestariani, Made; Ananda Pratama, Irfan
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 8 No. 2 (2026): August, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v8i2.1635

Abstract

This research was conducted in Balikpapan City, focusing on three MSMEs operating in the culinary sector (Kampoeng Timoer), handicraft sector (D'Hands Project), and fashion sector (Jesthink). Data collection techniques included direct observation, structured interviews, and documentation of social media content. Subsequently, the collected data were analyzed using thematic analysis techniques assisted by NVivo 12 software. This study addresses a research gap concerning the absence of experience-based mapping of social media channel preferences among Micro, Small, and Medium Enterprises (MSMEs) in the local Indonesian context, employing a descriptive qualitative approach strengthened by the Technology Acceptance Model (TAM) as a novelty framework. The findings not only map the dominance of Instagram and WhatsApp Business as the two primary platforms but also reveal that preferences for these two platforms are driven by perceived ease of access, communication effectiveness, and alignment with product characteristics. The novelty of the findings lies in identifying differences in content strategies across business sectors (culinary, fashion, handicraft) that have been overlooked by previous studies. This study also identifies several significant challenges faced by MSME actors, including limited digital literacy, time constraints in consistently managing content, and the absence of data-driven strategic promotion planning. The novel contribution of this research is the formulation of contextual and sector-differentiated mentoring recommendations for MSMEs.
ANALISIS MODEL BISNIS BERBASIS PLATFORM DI SEKTOR JASA PERIKLANAN DI BALIKPAPAN: STUDI KASUS TERHADAP KEBERHASILAN ENDORSEMENT LOKAL Narendra Muvano, Nandha
Jurnal GeoEkonomi Vol. 15 No. 1.2024 (2024): EDISI KHUSUS SEMNAS FEB-UNIBA 2024
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Balikpapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36277/geoekonomi.v15i1.2024.466

Abstract

Di Balikpapan, Indonesia, strategi periklanan digital semakin populer karena meningkatnya jumlah pengguna media sosial dan platform online lainnya. Dalam situasi seperti ini, endorsement oleh individu lokal telah menjadi model bisnis yang menarik perhatian, di mana selebriti atau influencer lokal berperan penting dalam mempromosikan barang dan jasa. Tujuan penelitian ini adalah untuk menganalisis model bisnis berbasis platform di industri jasa periklanan Balikpapan dengan penekanan khusus pada keberhasilan endorsement lokal. Untuk mencapai tujuan ini, studi kasus akan digunakan untuk meneliti secara menyeluruh beberapa kasus keberhasilan endorsement lokal. Data akan dikumpulkan melalui wawancara dan studi pustaka terhadap beberapa endorsement lokal yang berhasil dalam industri periklanan digital di Balikpapan. Analisis kualitatif akan dilakukan untuk menemukan komponen utama yang berkontribusi.
Co-Authors Ananda Pratama, Irfan Andi Indra Saputra Alamsyah Armawan, Ivan Ayu Lestariani, Made