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All Journal Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan
Putu Yogi Agustia Pratama
Insititut Desain dan Bisnis Bali
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Implementasi Strategi Social Media Marketing Dan Marketing Mix 4P Pada Umkm Dapur Yura Di Desa Baturiti Terhadap Kinerja Penjualan Yusuf Stefanus; Ngurah Gede Dwi Mahadipta; Putu Yogi Agustia Pratama; Nukke Sylvia
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 6 No. 2 (2025): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v6i2.13656

Abstract

MSMEs are Micro, Small and Medium Enterprises. According to the law, MSMEs are divided into several parts, namely Micro Enterprises, Small Enterprises and Medium Enterprises. MSMEs have an important role in the Indonesian economy. As an MSME actor, of course, he hopes that MSMEs can run stably and can achieve good profits. To maintain the stability of MSMEs and achieve profits, the right Marketing Strategy is needed with the aim of increasing sales performance and increasing brand awareness. In today's digital era, Marketing Strategies that can be applied include Social Media Marketing and the 4P Marketing Mix. With the use of the right Marketing Strategy, MSME players can achieve Sales Targets. Based on these problems, the purpose of this Experimental Research is to increase knowledge and understanding of the importance of the right Marketing Strategy to Improve Sales Performance, and with this Experimental Research, researchers can compare the success rate of an MSME that uses the Right Marketing Strategy with MSMEs that do not use the Right Marketing Strategy.
Penerapan Model Digital Marketing Aida Dalam Pengembangan Media Sosial (Studi Kasus Umkm Desa Baturiti) Sudana Putra; Ngurah Gede Dwi Mahadipta; Muhammad Febrian Rachmadhan Amri; Putu Yogi Agustia Pratama; Zulfikar Sa’ban
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 6 No. 2 (2025): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v6i2.13735

Abstract

This research seeks to investigate how well the AIDA (Attention, Interest, Desire, Action) marketing framework performs in guiding social media strategies to boost brand visibility and revenue for Dapur Yura, a small to medium-sized enterprise (SME) located in Baturiti Village. The study utilized an experimental methodology, gathering both qualitative and quantitative data through observation, personal interviews, analysis of digital content insights, and practical testing. The findings reveal that applying a social media marketing tactic based on the AIDA framework significantly raised Dapur Yura's Return on Investment (ROI) from 50% to 118%. Additionally, the SME's social media metrics exhibited a remarkable enhancement in impressions, account reach, and user engagement when juxtaposed with prior to the advertisement rollout and also when compared to other similar SMEs that rely solely on organic content management. This study concludes that the AIDA framework serves as an effective tool for optimizing social media strategies for SMEs, resulting in improved brand recognition and increased sales.
Co-Authors Muhammad Febrian Rachmadhan Amri Ngurah Gede Dwi Mahadipta Ngurah Gede Dwi Mahadipta Nukke Sylvia Sudana Putra Yusuf Stefanus Zulfikar Sa’ban