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ZA, Saida Zainurossalamia
Department Of Management, Faculty Of Economics And Business, Mulawarman University, Jl. Tanah Grogot No. 1, Gn. Kelua, Samarinda 75117, Indonesia
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The Effect of Digital Marketing and Product Innovation on MSME Sales Performance in the Digital Economy Era Titis Sri Wulan; Dewi Agustina Solihin; Putri Ayu Permata Devi; Saida Zainurossalamia ZA; Asnawati
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 5 No. 6 (2025)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.daengku4604

Abstract

This study investigates the effects of digital marketing capability and product innovation capability on sales performance among Indonesian micro, small, and medium enterprises (MSMEs) in the digital economy era. Using a quantitative, explanatory design, data were collected through a structured survey of MSME owners/managers and analyzed using ordinary least squares (OLS) regression in EViews. Sales performance was operationalized as a sales-oriented metric suitable for econometric estimation, while digital marketing and product innovation were measured as composite indices derived from Likert-scale items capturing routine execution and renewal intensity. Classical assumption diagnostics were conducted to support valid inference, including residual normality, heteroskedasticity, and multicollinearity checks; where needed, White robust standard errors were applied to address heteroskedasticity. The results demonstrate that both digital marketing capability and product innovation capability have positive and statistically significant relationships with MSME sales performance. Digital marketing capability shows a slightly stronger estimated effect, indicating that consistent digital routines—such as channel orchestration, content discipline, responsive customer interaction, and basic performance monitoring—are closely linked to improved sales outcomes. Product innovation capability also contributes significantly, suggesting that continuous renewal through quality improvement, new variants, and packaging/design enhancements strengthens differentiation and supports sales growth. The findings imply that MSME competitiveness in digital markets is best supported by integrating market-facing execution (digital marketing) with value reinforcement (product innovation), rather than relying on platform adoption alone. Practically, MSMEs should institutionalize measurable digital marketing processes while embedding structured innovation cycles that convert market feedback into product renewal. Policymakers and support institutions should prioritize capability-building programs tied to measurable performance outcomes. Future research may extend this model using longitudinal data and sector-specific moderators to capture delayed innovation effects and sustainability of sales gains. Keywords: digital marketing capability; product innovation capability; sales performance; MSMEs; digital economy; Indonesia.
Pendampingan dan Participatory Action Research (PAR): Konteks Sistem Informasi Manajemen (SIM), Harga Pangan dan Kepercayaan Publik ZA, Saida Zainurossalamia; Irwansyah, Irwansyah; Rahmawati, Rahmawati; Darmawan, Dedy; Darma, Dio Caisar; Permono, Arkanudin Rizki; Widaryo, Chandika Mahendra; Nisa, Febriana Khoirun
Jurnal Pustaka Mitra (Pusat Akses Kajian Mengabdi Terhadap Masyarakat) Vol 5 No 5 (2025): Jurnal Pustaka Mitra (Pusat Akses Kajian Mengabdi Terhadap Masyarakat)
Publisher : Pustaka Galeri Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55382/jurnalpustakamitra.v5i5.1261

Abstract

Satu diantara keberhasilan pembangunan dapat dilihat dari kestabilan harga pangan. Untuk mendorong hal tersebut, dibutuhkan akses informasi yang akurat, sehingga berbagai kalangan dapat mengakses lebih mudah. Dengan kata lain, melalui penyediaan Sistem Informasi Manajemen (SIM), pemerintah dapat memperoleh kepercayaan publik dengan pengaturan harga komoditas pangan secara terukur. Pengabdian kepada masyarakat (PKM) ini bertujuan untuk memberikan wawasan seputar urgensi dari SIM dalam harga pangan dan meningkatkan kepercayaan publik di Kota Samarinda. Pendekatan pendampingan dan Participatory Action Research (PAR) diterapkan dalam PKM. Pertama, proses pendampingan dilakukan melalui sosialisasi dan diskusi terbuka. Kedua, PAR difokuskan untuk mengevaluasi luaran PKM. PAR juga menilai kinerja layanan pemerintah dalam penyediaan akses informasi seperti harga pangan yang dapat memengaruhi kepercayaan publik. Secara khusus, PAR didesain menggunakan regresi moderasi untuk mengolah data yang telah terkumpul berdasarkan wawancara. Untuk menyelidiki kebermanfaat SIM yang dikembangkan, para pelaksana mengajukan beberapa pertanyaan dalam kuesioner dan disebarkan kepada 250 responden mencakup: (1) masyarakat, (2) pedagang pasar, dan (3) praktisi. PKM diselenggarakan pada Juni sampai dengan Agustus 2025. Hasil PKM menyiratkan adanya dukungan positif dari stakeholders dalam memahami SIM sehubungan dengan berbagai harga pangan pokok dan perananya sangat berguna sebagai jembatan informasi yang terpercaya. Merujuk pada teknik PAR, SIM berdampak signifikan terhadap harga pangan dan kepercayaan publik. Harga pangan juga berpengaruh signifikan bagi kepercayaan publik. Lebih lanjut, SIM yang dimediasi oleh harga pangan berhubungan signifikan terhadap kepercayaan publik. Implikasi saat ini menggambarkan bahwa harga pangan yang ditentukan oleh SIM memaikan kunci vital yang krusial untuk menjaga kepercayaan publik.
Influence of Digital Marketing, FOMO, and Influencer Marketing on Skintific Purchase Decisions in Samarinda Farinda Hidayah Wati; Saida Zainurossalamia ZA
Golden Ratio of Data in Summary Vol. 6 No. 2 (2026): February - April
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v6i2.2238

Abstract

This study aims to analyze the influence of Digital Marketing, Fomo (Fear of Missing Out), and Influencer Marketing on purchasing decisions for Skintific skincare products in Samarinda City. The study population was Skintific product users in Samarinda City. The study used a purposive sampling technique with a sample of 128 respondents. Data were collected through a Likert scale questionnaire and analyzed using SEM-PLS with SmartPLS 3.0. The results showed that Digital Marketing, Fomo (Fear of Missing Out), and Influencer Marketing had a positive and significant effect on purchasing decisions. Digital Marketing was the most dominant variable with a path coefficient of 0.407, followed by Influencer Marketing (0.327) and Fomo (Fear of Missing Out) (0.206). The R-Square value of 0.608 indicated that 60.8% of the variation in purchasing decisions could be explained by these three variables.
INOVASI PRODUK DAN PENGARUHNYA TERHADAP KINERJA PEMASARAN UMKM KERAJINAN DI KALIMANTAN TIMUR STUDI KUALITATIF Fachmi Azhari; Saida Zainurossalamia ZA
AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Vol 5 No 01 (2025): AT TARIIZ : JURNAL EKONOMI DAN BISNIS ISLAM
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/attariiz.v5i01.2225

Abstract

This research aims to deeply analyze how product innovation practices, encompassing design and functionality dimensions, affect the marketing performance of handicraft MSMEs in East Kalimantan. Increased global competition requires MSMEs to move beyond traditional business models. This qualitative research uses a multi-case study approach in Samarinda and Balikpapan. Data collection was conducted through in-depth interviews with 12 MSME owners successful in innovation, observation, and product artifact documentation analysis. The results indicate that innovation based on customer co-creation and the adoption of sustainable materials significantly enhances brand equity and export market reach. The main scientific finding is that open innovation acts as a crucial mediator between innovation intensity and non-financial marketing performance. The study concludes by emphasizing the importance of knowledge management and collaborative networks to sustain competitive advantage.
The Influence of Destination Image and Perceived Value through Visitor Satisfaction on Destination Loyalty at Mahakam Lampion Garden Adila Nazwa Fitri; Saida Zainurossalamia ZA
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i3.7044

Abstract

Mahakam Lampion Garden is a family tourist destination on the banks of the Mahakam River that offers entertainment and education through lanterns and rides. In recent years, this destination has experienced a decline in visits and an increase in negative reviews. This quantitative study aims to analyze the influence of destination image, perceived value, and visitor satisfaction on destination loyalty. The research population consisted of visitors to Mahakam Lampion Garden, with a total sample of 119 respondents selected using purposive sampling with the criteria of visitors who had visited more than once, obtained directly using questionnaire. Data analysis used the SEM-PLS method with SMART-PLS version 4.0. The results of the study show: 1) Destination Image has a direct, positive, and significant effect on Visitor Satisfaction and Destination Loyalty; 2) Perceived Value has a direct, positive, and significant effect on Visitor Satisfaction and Destination Loyalty; 3) Visitor Satisfaction has a direct, positive, and significant effect on Destination Loyalty; 4) Destination Image has a positive and significant effect on Destination Loyalty through Visitor Satisfaction; 5) Perceived Value has a positive and significant effect on Destination Loyalty through Visitor Satisfaction. This study reinforces the importance of destination image, perceived value, and visitor satisfaction in strengthening visitors loyalty intentions towards a destination. It is recommended that managers improve destination image by providing experiences that meet image expectations and enhance perceived value through quality services that are balanced with visitor sacrifices. This can increase visitor satisfaction, which ultimately strengthens visitors loyalty intentions towards a destination.
Pengaruh Daya Tarik dan Electronic Word Of Mouth Serta Destination Image Terhadap Keputusan Berkunjung di Pantai BSB Balikpapan Lingli Prixi Tuela; Saida Zainurossalamia ZA
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i3.8876

Abstract

This study aims to determine the extent of influence of attractiveness, electronic word of mouth and destination image on the decision to visit BSB Beach Balikpapan. The independent variables used in this study are attractiveness, electronic word of mouth and destination image. The dependent variable in this study is the decision to visit. The population used in this study were people who had visited BSB Beach Balikpapan, with a sample size of 140 people. This study used nonprobability sampling and purposive sampling techniques. The type of data used was quantitative data obtained directly using a questionnaire. The data sources in this study were primary data and secondary data. In this study, data analysis was processed using the SEM-PLS method processed using SmartPLS 4.0 software. The results of the study showed that: (1) Attractiveness had a positive and significant effect on the decision to visit (2) Electronic word of mouth had a positive and significant effect on the decision to visit (3) Destination Image had a positive and significant effect on the decision to visit.
Co-Authors A. Asrijal A.A. Ketut Agung Cahyawan W Ade Judiarni, Justina Adi Anwar Adi Putra adi wahyudi, adi Adila Nazwa Fitri Agung Wibowo Agung Wibowo Agus Supriono Agus Susanto Ahmad Abdurrohman Aji Ripaldi, Andi Ahmad Aji Sutansyah Alan Nuari Alfin Nur Bahar Amrullah Amrullah Ana Yohana Anak Agung Gede Sugianthara Andi Nikarsanti Andi Saadillah Andre Andre Andri Wiranata Anggi Oktawiranti Anggi Oktawiranti Anindya, Fahira Anisa Mulyasa Insani Antoni Antoni Antoni Antoni Apriliyanti, Ester Ardi Paminto Ari K. Christian ARINDA ZEN TIFFANY Arkanudin Rizki Permono Asnawati Asnawati Asnawati Asnawati Asnawati Asnawati Asnawati Asnawati Asriani Asriani Athif, Athalla Abiyyu Aulia Melinda Putri Ayu Safitri Az-Zahra Firda Apriliansyah Bagus Setya Rintyarna Bahar, Ferialdy Idhar Benediktus Parmonangan Simangunsong Bernard Ak Stephen Jussem Bessy, Dian Savira Chaerul Adisatria Chandra Bagus Agung Pratama Christian, Ari K. Damayanti, Alfinah Dedi Djalipa Dedy Darmawan Della Febiani Dwi Sumadi Dewi Agustina Solihin Dewi Maharani Dharmawan, Dhany Isnaeni Dicky Jhon Anderson Butarbutar Dinata, Andi Irma Diny Ayu Ermalia Putri Dio Caisar Darma Dirga Lestari Djoko Setyadi Donny Dharmawan Dwi Setyo Aji Dyfa Falasyifa Eko Sudarmanto Erwin Erwin Ester Apriliyanti Eva Desembrianita Fachmi Azhari Fahlevi, Muhammad Rhesa Aditya Fahmi Indra Rosadi Fahrizal Anwar Falasyifa, Dyfa Farinda Hidayah Wati Firmannudin, Firmannudin Fitri Anto Fitriansyah, Fitriansyah Fransiska Septa Amelia Berlianti Ganiswan, Sandra Gelen, Esrah Gusti Noorlitaria A Gusti Noorlitaria Achmad Hairul Anwar, Hairul Haribowo, Rio Helda Ranti Monica HENI AMELIA Heni Rahayu Rahmawati Heni Rahayu Rahmawati Henrika, Margareth Heriyadi, Heriyadi Herning Indriastuti Herry Ramadhani Hiram Ting Indra Kurniawan Irianingsih, Weny Irianto, Ellen D. Oktanti Irsan Tricahyadinata Irwansyah Irwansyah Ismail Ismail Istiqomah Istiqomah Istiqomah J Kuleh J. Kuleh J. Kuleh Jajik Puswahono Jati Kasuma Jati Kasuma Johni Eka Putra Joni Pratikno Judiarni, Justina Ade Judijanto, Loso Juliansyah Roy Kadafi, M. Amin Kespandiar, Tengku Kevin Reza Riskiandi Elvandara Kharimansyah Imansyah Khotimatul Barki Kristiani Indah Sello Kristiani, Dhea Nofa Laksono Trisnantoro Lingli Prixi Tuela Lisma Wati Listia Wati, Winda Loso Judijanto Luis Nanda Sukmana Lusiana Desy Ariswati Luxy Rizkyanto M. Huanza Maharani Eka Putri Maharani, Dewi Mahmuddin Mahmuddin Mardiani, Eri Marsuki Marsuki, Marsuki Maulana Suef Maulana, Rafif Rakha Mawardi Sukardi Mega Fatimah Rosana Meisy Alfian Damayanti Mendrofa, Syah Abadi Michael Hadjaat Mikael Rendy Balpa Mikhael Eky Richman Mokhamad Arwani Muammar Kadafi Muhamad Teguh Setiadi Muhammad Arsyad Arsyad Muhammad Fahreza Firdaus Muhammad Fahruzi Muhammad Shofwan Rasyidi Muhammad Sholeh Muhammad Yoga Fernando Muhammad Yusuf Amin Mulyadi Mulyadi Musdalifah Azis Nadila Oktaviani Nadila Oktaviani, Nadila Nadiya Rizky Apriyani Nani Nani Nasra Nico Djundharto Djajasinga Nisa, Febriana Khoirun Noorlitaria, Gusti Nuphanudin, Nuphanudin Nur Aini Luthfiyyati Nur Hayati Nurfahrina Nurfahrina Nurlianty, Sophia Nurmiati, Ai Siti Oktaviani, Rizka Purwati Oktawiranti, Anggi Olga Indriani Dwi Ahmad Pamasang S Siburian Pamasang S Siburian Pamasang S. Siburian Pamasang S. Siburian Pamasang Siburian Pratama, Chandra Bagus Agung Pratama, Hanifan Ega Priyagus Purwadi Purwadi Purwadi Purwadi, Rendi Purwinahyu, Purwinahyu Puspitasari, Annisa Putri Putra, Johni Eka Putri Ayu Permata Devi Rahayu, Betty Rahmawati Rahmawati Rahmawati, Heni Rahayu Rahmawati, Rahmawati Reza Fahd Adrian Rhandy Chandra Wahyudi Riyo Dewa Nugraha Robiansyah, Robiansyah Roza, Yanti Mulia Sadariah Sadariah Safi’uddin, Syahrul Salma Nabila Samorga Yosier Shaiful - Sherina Elvira Nur Ramadhani shibghati Mutia Hasanah Siburian, Pamasang S Sihite, Toga Sehat SILVIA EKASARI Sinta Nur Rahmadana Siswahyudianto Siti Amalia Siti Nurhayati Sri Mintarti Sri Mintarti Sri Wahyuni Sri Wahyuni Sri Wahyuni sugeng raharjo Suharno Suharno Suharno Suharno Suharno Suharno Sukadi, Iwan Sariono Sukisno S. Riadi Sukisno S. Riadi Sukisno S. Riadi Sukmana, Luis Nanda Sulistia, Bonita Suryo Mulyono, Nugroho Swietenia Dwi Salsabila Syahara, Niar Syahrianti Syam, Syahrianti Syarifah Hudayah Tappang, Kalfizer Tekat Sukomardojo Timmy Emelia Sitania Tisya Fitria Muditha Titis Sri Wulan Tituk Utari Tria Juliastuti Vazha Tania Soraya Vauza Wafiq Fadillah Wasil Muhammad Widaryo, Chandika Mahendra Widayanti, Nurfiza Wirasmi Wardhani Yonathan Pongtuluran Yosier, Samorga Yuneli, Jane Yunita, Eva Anggra Yusna Yusuf Zainal Abidin Zainal Ilmi Zunan Setiawan