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All Journal Jurnal Ilmiah Akuntansi dan Humanika Jurnal Ad'ministrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran Jambura Accounting Review Jurnal Ekonomika Jurnal Ekonomika CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia EKONOMIKA45 Journal of Information Systems and Management Jurnal Ad'ministrare Proceeding of The International Conference on Economics and Business Jurnal Manajemen Bisnis Kewirausahaan Jurnal Visi Manajemen (JVM) Proceedings of The International Conference on Business and Economics Cakrawala: Jurnal Pengabdian Masyarakat Global Jurnal Mahasiswa Manajemen dan Akuntansi Jurnal Manajemen dan Ekonomi Kreatif Jurnal Manajemen Dan Bisnis Ekonomi Indonesian Economic Review Master Manajemen Akuntansi dan Ekonomi Pajak: Perspektif Global Studia Ekonomika International Journal of Management, Accounting & Finance International Journal of Business, Marketing, Economics & Leadership International Journal of Business Law, Business Ethic, Business Comunication & Green Economics Journal of Economic and Leadership
Grace Yulianti
STIE Kasih Bangsa
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Journal : Proceeding of The International Conference on Economics and Business

 1 
Sustainability and Digital Marketing in Uplifting Micro, Small and Medium Enterprises Product Branding: An Investigative Study Grace Yulianti; Eri Kusnanto; Mia Christy Patricia; Seger Santoso
Proceeding of The International Conference on Economics and Business Vol. 1 No. 1 (2022): Proceeding of The International Conference on Economics and Business
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/iceb.v1i1.374

Abstract

This study investigates the role of sustainability and digital marketing in enhancing the branding of Micro, Small, and Medium Enterprises (MSMEs). The aim is to explore how these factors contribute to the branding strategies of MSMEs, particularly in the context of emerging markets. Employing a qualitative approach, the study utilizes a purposive sampling technique to select participants from MSMEs operating in diverse sectors. Data collection involves in-depth interviews and content analysis of digital marketing strategies employed by the selected enterprises. Through thematic analysis, the study examines the interplay between sustainability initiatives, digital marketing efforts, and branding outcomes. Findings reveal the significance of incorporating sustainable practices into branding strategies, alongside the pivotal role of digital marketing channels in enhancing brand visibility and engagement. The study contributes to the understanding of effective branding strategies for MSMEs in leveraging sustainability and digital marketing opportunities to foster brand recognition and competitiveness in the market.
Exploration of Sustainable Digital Marketing Approaches for Amplifying Micro, Small and Medium Enterprises Product Branding Ekawahyu Kasih; Cahyatih Kumandang; Grace Yulianti
Proceeding of The International Conference on Economics and Business Vol. 1 No. 1 (2022): Proceeding of The International Conference on Economics and Business
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/iceb.v1i1.375

Abstract

This study aims to explore sustainable digital marketing approaches for enhancing the branding of Micro, Small, and Medium Enterprises (MSMEs) products. The research model adopts a qualitative methodology to delve into the intricacies of digital marketing strategies utilized by MSMEs. Sampling techniques involve purposive sampling, focusing on MSMEs actively engaged in digital marketing practices. Data collection methods include in-depth interviews and content analysis of digital marketing materials. Through thematic analysis, the study examines the effectiveness and sustainability of various digital marketing approaches adopted by MSMEs. Findings highlight innovative strategies, such as social media marketing, content creation, and influencer collaborations, as pivotal in amplifying product branding for MSMEs. The research underscores the importance of sustainability in digital marketing endeavors for long-term brand growth and competitiveness in the contemporary marketplace.
Sustainable Digital Marketing Models for Uplifting Micro, Small and Medium Enterprises Product Branding Grace Yulianti; Mia Christy Patricia; Eri Kusnanto
Proceeding of The International Conference on Economics and Business Vol. 1 No. 2 (2022): Proceeding of The International Conference on Economics and Business
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/iceb.v1i2.378

Abstract

This research delves into sustainable digital marketing models aimed at enhancing product branding for Micro, Small, and Medium Enterprises (MSMEs). With the burgeoning digital landscape, MSMEs face challenges in effectively leveraging digital platforms for brand promotion. The study's objective is to identify and evaluate sustainable digital marketing strategies conducive to uplifting MSMEs' product branding. Employing a qualitative research design, data is gathered through semi-structured interviews and content analysis of relevant literature. A purposive sampling technique is utilized to select participants from diverse MSME sectors. The data is analyzed using thematic analysis to identify recurring patterns and themes. Preliminary findings highlight the significance of personalized content, social media engagement, and eco-friendly branding in fostering sustainable digital marketing for MSMEs. This research contributes to the discourse on sustainable marketing practices tailored to the unique needs and constraints of MSMEs, offering insights for policymakers, practitioners, and MSME owners seeking to enhance their digital marketing strategies.
Co-Authors A. Sigit Pramono Hadi Amelia, Shinta Avip Elian Azhary, Cindy Aprillia Azhary, Sisca Aprillia Benardi Bernadi, Benardi Bethanya Sanggarwati Cahyatih Kumandang Dadang Irawan Diani Austin Eka Wahyu Kasih Eri Kusnanto Farah Qalbia Gita Ayu Utari Kasih, Eka Wahyu Kusumah, Rengganis Ningrum Mia Christy Patricia Mohamad Chaidir Mohamad Chaidir Mohammad Chaidir Naya Maharani, Elga Ngadi Permana Pitria, Pitria Ruslaini, Ruslaini Seger Santoso Sigit Pramono Sri Utami Nurhasanah Sri Utami Nurhasanah Tanti Sugiharti Widiya, Widiya Wijayanti, Fitri Ayu Kusuma Wijayanti Yessica Amelia Yuliani, Sulis