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All Journal JIMEB: Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis
Setyawan, Rachmat
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Economics, Econometrics & Finance

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The Influence of Digital Literacy and Social Media Utilization on the Marketing Performance of E-Commerce-Based MSMEs in Indonesia Lestari, Dewi Ayu; Setyawan, Rachmat; Wibisono, Gunawan; Abidin, Muhammad Zainal
Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis Vol. 4 No. 3 (2025): OKTOBER | JIMEB : Jurnal Ilmiah Manajemen, Ekonomi, Bisnis
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/gq47ng96

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are a major contributor to Indonesia's economy, but they still struggle to adapt to the digital and social media environments. The thrust of this research stems from the observation that, despite e-commerce being a clear-cut, wide-open opportunity for MSME activity, the general level of digital literacy and social media optimization among MSMEs is quite low. This study aims to examine how digital literacy and social media use influence marketing performance among e–commerce–based MSMEs in Indonesia. A mixed-method explanatory sequential approach was used in the study, which involved a quantitative survey of 150 MSMEs and in-depth interviews with 15 MSME owners. Quantitative data were analyzed using multiple linear regression, and qualitative data were examined through thematic analysis. This data indicates that digital literacy (β = 0.312; p < 0.05) and social media use (β = 0.428; p < 0.05) have significant effects on marketing performance, with an R² value of 0.56. Social media is the dominant factor in expanding market reach, while digital literacy improves MSMEs' capacity to manage technology-based marketing. The main contribution of the study is the joint analysis of digital literacy and social media, which have mostly been studied separately in prior research. The findings showed that digital literacy should be seen as the foundation, while social media is the primary tool for marketing. In practice, the research offers recommendations for MSMEs, policymakers, and business facilitators on designing integrated training programs that combine digital skills with online promotion strategies.
The Influence of User Experience in Digital Learning Applications on Students’ Motivation and Retention in Indonesian Higher Education Institutions Setyawan, Rachmat
Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis Vol. 3 No. 3 (2024): JIMEB
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/d469j928

Abstract

This study is grounded in the growing integration of digital learning applications in Indonesian higher education and the need to understand how user experience (UX) influences students’ academic sustainability. The research aims to examine the direct effect of UX on student retention and the mediating role of learning motivation in explaining this relationship. A mixed-method approach was employed, involving a quantitative survey of 250 active university students using Likert-scale questionnaires and in-depth interviews with 10 selected participants, with data analyzed through Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings reveal that user experience has a significant positive effect on learning motivation and student retention, while motivation also serves as a meaningful mediator in strengthening the relationship between UX and retention. These results indicate that well-designed digital learning experiences not only enhance students’ engagement but also contribute to their long-term academic commitment. The study contributes to the development of digital education management theory by integrating technological experience and motivational mechanisms into a unified empirical model, and it offers practical implications for universities seeking to improve student retention through strategic enhancement of digital learning platforms.
Co-Authors Dewi Ayu Lestari Gunawan Wibisono Muhammad Zainal Abidin