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Journal : IIJSE

The Effectiveness of Promotion Through Instagram and Facebook @Insta_Bumiayu on MSMEs in the South Brebes Region Al Mubarik, Aenad; Astuti, Hernia Justiana; Innayah, Maulida Nurul; Zamakhsyari, Luthfi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8250

Abstract

This study aims to analyze the effectiveness of promotions through social media Instagram and Facebook @Insta_bumiayu on promotion Micro, Small, and Medium Enterprises (MSMEs) in the South Brebes region using the EPIC Model approach which includes four dimensions: Empathy, Persuasion, Impact, and Communication. This research is a descriptive quantitative study with a sample of 100 respondents selected through a purposive sampling technique. Data were collected using an online questionnaire and analyzed through validity, reliability, and descriptive tests. The results show that all four EPIC dimensions are categorized as effective, with the Empathy dimension obtaining the highest score. The overall average value of the EPIC Rate indicates that promotions through @Insta_bumiayu are classified as effective. The promotions carried out are not only able to attract consumers' attention, but also successfully convey messages well and increase interest in MSME products. This study strengthens the role of social media as a strategic tool in supporting the growth of MSMEs in the digital era, especially through the utilization of interactive and visual features of Instagram and Facebook.
Co-Authors Agung Miftahuddin, Muchammad Ainun Nizmah, Kemala Akhmad Darmawan Akhmad Darmawan Akhmad Darmawan Al Mubarik, Aenad Alfalisyado Alfato Yusnar Kharismasyah Amrizah Kamaluddin Anatasya , Putri Syifa Anggita Nur Reza Arini Hidayah Arini Hidayah, Arini Aryoko, Yudhistira Pradhipta Asih, Faisyah Yuli Astuti, Hernia Justiana Awalia, Melani Azizah, Farinda Hauna Bagis, Fatmah Bima Cinintya Pratama Bintang Putra Fauzi Bondan Pradiptasani Suryawan Dian Larasati Dyandra Viorica Ivonilenia Erny Rachmawati Fadillah , Elda Nur Fatmah Bagis Fitriati, Azmi Frida Utami, Restu Frisna, Anindia Hardiyanto Wibowo Hardiyanto Wibowo Hardiyanto Wibowo, Hardiyanto Haryanto, Totok Hengky Widhiandono, M.Si. S.E. Hermin Endratno Herni Justiana Astuti Herni Justiana Astuti Imaniar Zahwa, Tiara Indriana Putri Karin Maharani Sasongko Kasuwardani, Zulfa Putri Kharismasyah, Alfato Yusnar M Agung Miftahudin M Makhrus M. Agung Miftahuddin Maharani, Wilia Krisna Mamduh M. Hanafi Mastur Mujib Ikhsani Miftahuddin, Muchammad Agung Miftahul Furqon Muhamad Satria Mediansyah Muhammad Arfani Zaidan Muhammad Fuad Naelati Tubastuvi Naelati Tubastuvi Nawalin Nazah Nirvananda, Anandita Nur Reza, Anggita Nurfiani, Aisah Nurul Nur Aeni Petra, Dany Nofrizal Pradana, Arkan Ananta Pradhipta, Yudhistira Pratami, Naturi Diah Pratiwi, Kurnia Anggi Purnadi Purnadi Purnadi, Purnadi Purwita, Eka Yuli Qory Diana Lita Ragil Danu Saputra Rahayu, Ega Yufitra Rahmawati, Ika Yustina Randikaparsa, Irawan Refaldy Barry Saputra Restu Frida Utami Retnaningrum, Maharani Rifka Utami Arofah Sahulata, Hanastasya Saiful Arif, Muhammad Salsabilla, Syaefa Intan Sasongko, Karin Maharani Shabrina Zusryn, Alyta Shukriah Saad Siti Syaqilah Hambali Suhailah, Zulfa Suyoto Suyoto Suyoto Syaefa Intan Salsabilla syafa’at, Faizal Tiarto, Ahlan Gema Wida Purwidianti Widyaningtyas, Dian Wulan, Zani Nawang Wulandari, Nur Apni Yustina Rahmawati, Ika Zaen, Mudrikah Zaharani, Lisa Cahya Zahra, Hakimatuz Zamakhsyari, Luthfi Zulfikar Ali Ahmad Zulfikri, Moh. Danar