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All Journal Jurnal Studi Agama dan Masyarakat Jurnal Global Futuristik : Kajian Ilmu Sosial Multidisipliner Sosiosaintika : Jurnal Ilmu-ilmu Sosial Miftah
Wahyudhi, Syukron
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : Miftah

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Strategi Digital Branding melalui Media Sosial dalam Mendorong Engagement dan Kinerja Usaha UMKM di Kalimantan Barat: Systematic Literature Review Diansyah, Refor; Resvan, Resvan; Wahyudhi, Syukron; Indriani, Tari; Purnamasari, Wulan; Ainun, Nur
Miftah : Jurnal Ekonomi dan Bisnis Islam Vol. 4 No. 1 (2026): April 2026
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/7pjrhk86

Abstract

This study systematically reviews literature on Instagram-based digital branding strategies and their influence on engagement and business performance of MSMEs (UMKM) in West Kalimantan. It aims to identify key strategies, assess their effectiveness, and synthesize findings related to brand awareness, customer engagement, and business growth outcomes.The research adopts a Systematic Literature Review (SLR) using the PRISMA framework. Literature was sourced from Google Scholar, Scopus, and peer-reviewed journals on digital marketing and MSMEs. Findings show that Instagram digital branding improves engagement through visual content, storytelling, consistent posting, reels, live streaming, and hashtags. Higher engagement increases brand awareness, customer loyalty, and purchase decisions, leading to improved sales, market expansion, and revenue growth. However, limited digital literacy and weak content optimization remain major challenges for MSMEs.
Co-Authors Bustomi, Yazid Imam Diansyah, Refor Hj Osmara, Nurninashahawana Indriani, Tari Nur Ainun Resvan Resvan, Resvan WULAN PURNAMASARI, WULAN