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All Journal Media Teknik Sipil VA JURNAL PERSPEKTIF BISNIS Jurnal Minds: Manajemen Ide dan Inspirasi Al-Mashrafiyah : Jurnal Ekonomi, Keuangan, dan Perbankan Syariah Indonesia Journal of Halal JURNAL PENDIDIKAN TAMBUSAI axial : jurnal rekayasa dan manajemen konstruksi IJoASER (International Journal on Advanced Science, Education, and Religion) Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton Jurnal Pengabdian Kepada Masyarakat MEMBANGUN NEGERI Stabilita : Jurnal Ilmiah Teknik Sipil Fakultas Teknik Universitas Halu Oleo Kendari Jurnal Ilmiah Manajemen Kesatuan Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ar-Ribh Shell Civil Engineering Journal Jurnal Al-Qiyam Jurnal Tana Mana Profisiensi : Jurnal Program Studi Teknik Industri Islamic Economic and Business Journal Florona : Jurnal Ilmiah Kesehatan Journal of Novel Engineering Science and Technology Jurnal Ekonomika Manajemen Dan Bisnis Room of Civil Society Development JIPM: Jurnal Indragiri Penelitian Multidisiplin Journal of Indonesian Society Empowerment Multidisciplinary Journal of Education, Economic and Culture Najah: Journal of Research and Community Indonesian Journal of Community Empowerment Journal of Islamic Economic and Law (JIEL) Room of Civil Social Development Study of Scientific and Behavioral Management (SSBM) Jurnal Ekonomi Akuntansi Manajemen Agribisnis
Ahmad Efendi
SMA Negeri 2 Surakarta
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The Influence of Business Type on Social Media Platform Preferences and Digital Marketing Effectiveness Efendi, Ahmad
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4294

Abstract

The advancement of digital technology has significantly reshaped marketing practices, with social media emerging as one of the most influential tools for business promotion and customer engagement. In this context, this study sets out to explore how different types of businesses influence the selection of social media platforms, and in turn, how these choices affect the overall effectiveness of digital campaigns. To address this objective, a quantitative survey was conducted involving 350 business actors operating in Makassar. The data were analyzed using multiple regression and mediation analysis, enabling a robust examination of the relationships between business characteristics, platform preferences, and marketing outcomes. The empirical findings suggest that businesses offering visually oriented products such as those in the fashion and culinary sectors tend to select platforms like Instagram, TikTok, and Facebook, given their visual and interactive features that align well with product presentation and consumer appeal. The study emphasizes the strategic importance of achieving a strong fit between business type and platform selection. By doing so, it provides a practical framework that can help MSMEs and other enterprises design more effective and targeted digital marketing strategies, tailored to their internal characteristics and operational needs.
Co-Authors Abdu, Muhammad Abdullah, Wahidah - Abu, Viercha Zulfitri Adin, Adin Agusman Agusman, Agusman Aini Nurul Ainullah, Nur Habsatul Masna Aldha, Sitti Febriyany Alfadlilatul Azza, M. Walad Ali, Badri Ali, Rahmat Anas, M. Khalilurrahman Ardianti, Wa Ode Vicky Arifin, Asriadi Asga, Iin Diana Awaluddin Awaluddin Awaluddin, Rakhmat Azmiyati, Uzlifatul Bahar, Syamsul Bahri Cahya, Irfan Dwi Cahyaning Thias, Tesyia Agustin Choiruddin, Ahmad D, Sitti Febriyany Aldha. Damayanti, Elok Fadel, Muhammad Febriansyah, Arista Wahyu Gaffar, Muhammad Zaril Gunawan, Yazidul Hafidzul Ahkam, Hafidzul Hamka Hamka, Hamka Hartomi Maulana Herianti, Herianti Idwan Idwan, Idwan Idwan, Idwan Jamaal, Rosmah Jamaluddin Majid Jasmin, Jasmin Jeni Wulandari Littaqwa, Lalu Auliya Akraboe Lutfi, Muhtar Makruf, Asmar Maryani, Habibah Maulana Agung Pratama Mediya Destalia Mochammad Imron Awalludin Muammar Makmur, Muammar Muhammad Chaiddir Hajia Muin, Rahmawati Mumtaza, Isyraq Ni'mah, Maslindatun Nofri, Okta Nugroho, Muhammad Iqbal Yudha Nur, Ilman Nurjannah Nurjannah Patoni, Isnan Qatrunnada, Laila R. Hadiyansa, Firda Rahman, M. Akil Ravie, Aufa Romy Talanipa, Romy Rumbayan, Hendra Kunrad Susanto Safitri, Inchi Sakinah Saputra, Diman Sari, Eny Maulita Purnama Sasmita, Ila Satrianti, Ana sayfullah, Muh Sayfullah. S, Muh. Sholihah, Nihayatus Sianto, La Simanjuntak, M. Sahban Siradjuddin, Siradjuddin Soebagio Soebagio SR, Hendra Kundrad Subchan Asy’ari Sumarsih . . Sunik Susanta, I Putu Adi Syafi’i, M Syamnarila, Ayu Putri Syamsul Bahri Takwa, Iman Tawwab, M. Abdut Trimulato Vera Anitra Verdin, Verdin Wadjdi, M. Farid Wahyu, Febriyani Widiyanti, Astrini Wulandari, Putu Irma Zandy Pratama Zain zulfa, indana