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All Journal Jurnal Ekonomi Modernisasi PROFIT : Jurnal Administrasi Bisnis Jurnal Riset Entrepreneurship Indo-MathEdu Intellectuals Journal JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Journal of Sustainable Community Service Socius: Social Sciences Research Journal Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Media Akademik (JMA) Jurnal Pengabdian Kepada Masyarakat Jurnal Aplikasi Bisnis
Umi Khabibah
Universitas Brawijaya
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Jurnal Riset Entrepreneurship

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PENGARUH SOCIAL MEDIA MARKETING DAN INOVASI PRODUK TERHADAP BUSINESS PERFORMANCE PADA SENTRA INDUSTRI KERIPIK TEMPE “SANAN” KOTA MALANG Dhakirah, Sanita; Nisa, Nurul Hidayatin; Khabibah, Umi
Jurnal Riset Entrepreneurship Vol 7 No 2 (2024): (Edisi Agustus) Volume 7, Nomor 2, Tahun 2024
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jre.v7i2.8388

Abstract

This study analyzes the impact of Social Media Marketing and Product Innovation on business performance in the tempe chip industry at Sentra Tempe Sanan, Malang City. Despite increasing competition from new culinary businesses leveraging social media and innovative products, the tempe chip industry in Sanan has maintained its market presence.Using regression analysis, the study finds that Social Media Marketing significantly improves business performance, enhancing brand awareness and customer engagement. Product Innovation also positively impacts performance, increasing customer numbers, creativity, and profits. Together, these factors explain 69% of the variation in business performance at Sentra Tempe Sanan.The findings suggest that optimizing social media marketing and continuous product innovation are crucial for sustaining competitiveness in the local market. This research offers practical insights for tempe chip producers in Sanan to improve their business strategies.
Co-Authors Aini, Lilies Nur Aini, Yulis Nurul Auralaila, Deavenue Fidiani, Alcho Heru Utomo, Heru Imami, Irsyavina Nabila Indrianti, Titien Ita Rifiani Permatasari, Ita Rifiani Kertahadi Kertahadi Maqshuroh, Za'farona Qoshirotuthorfi Maskur Maskur Mochammad Al Musadieq Mohammad Maskan, Mohammad Nisa, Nurul Hidayatin Nurhuda , Syahrul Nurtjahjani, Fullchis Octavia Dwipayanti, Riska Ramadhan, Bangga Prastya Rendy Setiawan Samboro, Joko Sanita Dhakirah Saputra, Wahyu Adi Sinatriya, Jatrifia Ongga Sudjanarti, Dwi Sugianto, Aziz Ridwan Sulis Setyowati, Sulis Wardani, Rr. Tri Istining