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All Journal JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN Jurnal Manajemen
Berlintina Permatasari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Social Media Capabilities dalam Adopsi Media Sosial Guna Meningkatkan Kinerja UMKM Lia Febria Lina; Berlintina Permatasari
JEMBATAN Vol 17, No 2 (2020)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v17i2.12455

Abstract

Social media is currently being used by both large companies and SMEs. For large companies the use of social media has been used successfully in reaching potential consumers. However, for SMEs, the marketing strategy of using social media is still being questioned. The purpose of this study is to fill the gaps in previous research by examining the driving factors for SMEs in using social media in promoting their products and testing how the performance of SMEs after adopting this technology is good both in financial and non-financial aspects that have not been done much research. The results of this study found that the compatible, cost-effective, interactive variables had a positive effect on the use of social media and subsequently had a positive effect on both financial and non-financial performance. However, the moderating role of social media capabilities cannot strengthen the relationship between use and the performance of SMEs. The results of this study are expected to be the basis for evaluating SMEs so that they can use digital media to support their business. The government must also pay attention to this to actively socialize the use of digital media for MSMEs so that the performance of SMEs can increase.
Analisis Kualitatif Efektivitas Pemasaran Digital Produk Ramah Lingkungan: Studi Kasus pada UMKM Eco-print Yasmin Wiwid Monica Septiani; Muhamad Rafli Subadri; Berlintina Permatasari
MAMEN: Jurnal Manajemen Vol. 5 No. 2 (2026): April 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v5i2.7910

Abstract

The development of digital technology and increasing public awareness of environmental issues have encouraged. MSMEs to adopt digital marketing to market environmentally friendly products. However, many MSMEs still experience limitations in implementing digital marketing effectively and in a structured manner. This study aims to analyze the digital marketing strategy implemented by the MSME Eco-print Yasmin Wiwid, identify factors influencing the effectiveness of digital marketing of environmentally friendly products, and develop an effective and sustainable digital marketing model. This research uses a qaheualitative approach with a case study method. Data collection was conducted through observation, in-depth interviews with business owners, and documentation. Data analysis was conducted using descriptive qualitative methods, referring to the Digital Marketing Mix (9P) concept: product, price, place, promotion, people, process, physical evidence, partnerships, and personalization, which are related to the characteristics of environmentally friendly products. The results show that the use of social media, particularly Instagram, plays a significant role in increasing brand awareness, expanding market reach, and building consumer trust. The effectiveness of digital marketing is influenced by the competence of human resources, the quality and consistency of digital content, the uniqueness of environmentally friendly products, and active interaction with consumers. This research produces a digital marketing model that integrates digital marketing strategies and green marketing principles to improve the competitiveness and sustainability of environmentally friendly MSMEs.
Co-Authors Lia Febria Lina Monica Septiani Muhamad Rafli Subadri