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All Journal Jurnal Manajemen Terapan dan Keuangan JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Ekonomi Bisnis International Research Based Education Journal Jurnal Pendidikan Ekonomi & Bisnis JPM (Jurnal Pemberdayaan Masyarakat) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Dinasti International Journal of Management Science International Journal of Economics Development Research (IJEDR) JBMR: Journal of Business and Management Review Jurnal Ilmu Manajemen Terapan (JIMT) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Economy, Education and Entrepreneurship (IJE3) Jurnal Abdi Masyarakat Indonesia Journal of Applied Business, Taxation and Economics Reseach PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) East Asian Journal of Multidisciplinary Research (EAJMR) International Journal of Humanities Education and Social Sciences BISMA (Bisnis dan Manajemen) Journal of Finance and Business Digital (JFBD) Asian Journal of Management Analytics International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) International Journal of Asian Business and Management (IJABM) Riset Ilmu Manajemen Bisnis dan Akuntansi Maneggio International Journal of Economics and Management Sciences International Journal of Business and Quality Research Jurnal Pengabdian Kepada Masyarakat Indonesia Maneggio
Titis Shinta Dhewi, Titis
Universitas Negeri Malang
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Journal : Maneggio

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Analysis of the Effectiveness of E-Marketing Strategies in Increasing Brand Awareness in FMCG Industry MSMEs Feri Andika Prasetya; Kevin Ghulaman Silmi; Kuncoro Aprilia Hikmawati; Lili Purwanitasari; Titis Shinta Dhewi
Maneggio Vol. 2 No. 2 (2025): Maneggio-Apr
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/2dwn8d89

Abstract

This study aims to analyze the effectiveness of e-marketing strategies in increasing brand awareness among Micro, Small, and Medium Enterprises (MSMEs) in the Fast-Moving Consumer Goods (FMCG) sector. In the digital era, MSMEs are increasingly required to adapt to technological developments, particularly in marketing. However, many business actors still lack the understanding to implement digital strategies effectively. This study focuses on four key e-marketing components: social media marketing, SEO/SEM, content marketing, and email marketing. Using a quantitative approach, data were collected from 109 MSME respondents using purposive sampling, and analyzed through Structural Equation Modeling (SEM) with SmartPLS. The results show that social media marketing and SEO/SEM have a significant and positive effect on brand awareness, while content marketing and email marketing show no significant effect. These findings suggest that MSMEs should prioritize the use of social media and search engine optimization strategies to enhance brand visibility. This study provides valuable insights for MSME practitioners in formulating effective digital marketing strategies and contributes to the academic literature on MSME marketing performance in the digital economy era.
Co-Authors Adawiyah, Indah Afifa, Nurul Hildha Afwan Hariri Agnes Dini Mardani Agus Hermawan Agus P, Afwan Hariri Aini, Nurul Qurrotul Ajeng Atha Ardelia Cahyanti Al Khoirotunnisa Al Mukaromah Dewi Puspita Aulia Fazhra Yuninda Berliana Septi Anggraini Cesya Rizkika Parahiyanti Chicha Fahriana Daris Itsar Samudra Deniswara, Frederik Pradana Dewi Sinta Puspitasari Dinata, Daffa Hikary Sukma Dinni Kurnianti Dwi Andre Vebriansyah Eko Saputra, Priangga Elfit Maidah Ely Siswanto Farhani Shauma Wiyana Putri Feri Andika Prasetya Feri Andika Prasetya, Feri Andika Fina Ratna Sari Haya Nur Safa’atin Heri Pratikto Hikmawati, Kuncoro Aprilia Indra Muttaqin Ita Prihatining Wilujeng Kevin Ghulaman Silmi Khoiriyah, Siti Nur Kuncoro Aprilia Hikmawati Kurnianto, Mickhael Kurniawan, Dediek Tri Lili Purwanitasari Ludi Wishnu Wardana M. Nizar Rojabi Madziatul Churiyah Mickhael Kurnianto Mohammad Hari Muchamad Zaini Achsan Muhammad, Naufal Dzakwana Mukti, Teguh Lingga Nadhifah Citra Tsani Soraya Naswan Suharsono Niluh Komang Kusuma Yasari Nuari, Karunia Putri Nurmalita Sari Nurul Wahyuni Oktaviani, Rosana Purwanitasari, Lili Rachmad Nurofiq Ramantyo Rahma, Deshinta Raisa Rayie Tariaranie Wiraguna Rohmat Shafa' Annisa Puspasari Silmi, Kevin Ghulaman Sirojuddin, Nur Muhammad Sudarmiatin Sumiati Sumiati Sunariyadi Sunariyadi Sungkar, Alifia Ratna Surya, Eka Putri Syah Reza Al Faisal Syihabudhin Valma Putri Sabella Wening Patmi Rahayu Yatnanta Ramadhana, Yatnanta Yeni Winarti Zutiasari, Ika