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All Journal Jurnal Pendidikan Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan Jurnal Ilmu Ekonomi Journal of Finance, Economics, and Business Nomico Maneggio Journal of Social Science and Multidisciplinary Analysis MOMENTUM : Jurnal Sosial dan Keagamaan eJEBA INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Muh. Husriadi
Halu Oleo University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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MARKETING COMMUNICATION STRATEGY, ORGANIZATIONAL CULTURE, INNOVATIVE INDIVIDUAL CHARACTERISTICS AND ORGANIZATIONAL COMMITMENT IN IMPROVING SMALL AND MEDIUM ENTERPRISE PERFORMANCE Muh. Husriadi; Fari Aus, Nada Kusuma, Amos
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 3 No. 8 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstrak This research focuses on communication strategies marketing, organizational culture, character individual innovative, and organizational commitment to improving performance of MSMEs in Kendari City, which is facing challenge competition and digitalization. This study aims to analyze influence these factors on the performance of MSMEs in general holistic. A qualitative approach was used with interviews in-depth study of MSME actors as a technique data collection. The results of the study showed that the marketing strategy digital- based, organizational culture that supports innovation, character individual innovative, and organizational commitment to contribute in a way significant in increasing performance of MSMEs. In addition, the application of digital technology in marketing strategies and new product development strengthens the competitiveness of MSMEs in the market. This study contributes empirically related to the importance of integration these factors are to support the sustainability of MSME businesses, as well as recommend strengthening policies that support digitalization and innovation in the MSME sector.
INTERSUBJECTIVE CONSTRUCTION OF MSME ACTORS IN UNDERSTANDING ENTREPRENEURIAL MARKETING, ORGANIZATIONAL ENVIRONMENT, AND INTELLECTUAL CAPITAL IN FORMING BUSINESS PERFORMANCE Muh. Husriadi; Usman. M; La Ode Agus Said
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 3 No. 10 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20361807

Abstract

This study examines how the intersubjective constructs of MSMEs in Kendari City influence their interpretation of entrepreneurial marketing, the organizational environment, and intellectual capital in shaping business performance. In the context of MSMEs operating with limited resources and a dynamic environment, there is still a gap in understanding regarding the role of shared meaning and social interaction as mediators between strategy and performance. The purpose of this study is to analyze these intersubjective constructs and their implications for business performance. The study used a qualitative approach with a phenomenological design, involving in-depth interviews with MSMEs in Kendari City, and analyzed data using the Miles and Huberman model. The results indicate that entrepreneurial marketing is interpreted as relational personalization and community-based marketing, the organizational environment as a social network managed through deliberation, and intellectual capital as practical knowledge and mutually reinforcing social relationships. Business performance is understood not only from a financial perspective, but also from a perspective of sustainability, customer trust, and community support. Consequently, this study recommends strengthening the capacity of MSME communities, digital-based training, and developing policies that support the local entrepreneurial ecosystem.
CRITICAL ANALYSIS ON THE PRACTICE AND EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES IN STRENGTHENING MSME BRANDING IN KENDARI CITY Bunga Kartika; Muh. Husriadi; La Ode Ahmad Darwin
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 12 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20520151

Abstract

Kendari City's MSMEs, which contribute 60% of local GDP, are facing the challenge of low brand equity due to fragmented digital marketing strategies and weak digital infrastructure in the era of transformation post-pandemic. This study aims analyze critical the practice and effectiveness of digital marketing strategies in strengthening the branding of Kendari MSMEs using a qualitative approach descriptive. Data collected through interview In-depth research with 15 informants (MSME owners, agencies, Cooperative Service officials), observation, and documentation, analyzed using the Miles & Huberman model. The results identified three theme Main factors: strategic fragmentation (80%), cultural-content gap Tolaki (73%), and digital infrastructure bottleneck (93%), hindering the RACE framework and brand associations Aaker (1991). Implications covers training local cultural content and contribute to the marketing roadmap contextual emerging market Indonesia.
THE MEANING OF FINANCIAL LITERACY AND DIGITAL MARKETING FOR MSMES Candra Puspita Ningtyas; Maulidia Berlianti; Muh. Husriadi
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 12 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20520194

Abstract

Digital transformation has transformed the management and marketing patterns of micro, small, and medium enterprises (MSMEs), yet many MSMEs still face limitations in financial literacy and optimal use of digital marketing. This condition is important to examine because both capabilities influence the efficiency, competitiveness, and sustainability of businesses in Kendari City. This study aims to describe the meaning of financial literacy, digital marketing, and their integration in the business practices of MSMEs in Kendari City. The study used a qualitative phenomenological approach with data collection techniques through in-depth interviews, observation, and documentation of purposively selected informants. Data analysis was conducted using the Miles and Huberman model through data reduction, data presentation, and drawing conclusions. The results show that financial literacy is defined as the ability to manage cash flow, separate personal and business finances, and utilize profits productively. Digital marketing is understood as a means of promotion and market expansion through digital media. The integration of the two strengthens business efficiency, increases competitiveness, and supports the sustainability of MSMEs. The implications of this study emphasize the importance of integrated training between financial literacy and digital marketing for strengthening local MSMEs.
Co-Authors Aini Ashary Amos Amos Amos Aris, Laode bahar, harmiati Bahar, Harmiaty Bunga Kartika Candra Puspita Ningtyas Citra Ayu Ningsi Citra Ayu Ningsi, Citra Ayu Citra Ayu Ningsih Darwin, La Ode Ahmad Deprianus Sarlis Fari aus Fari Aus Fari Aus, Nada Kusuma, Amos Fari Aus, Nada Kusuma, Citra Ayu Ningsih Gadafi, Muamal Harmiaty Bahar Hartini Hasan, Hasni Hasni Hasan Hisna Ikrar Muadsim Iwan Patta Kartika, Bunga kartika, Bunga Kartika Kasman Muslimin La Janu La Ode Abdul Musawir La Ode Abdul Musawir, La Ode Ahmad Darwin, Kasman Muslimin La Ode Agus Said La Ode Agus Said, La Ode Agus La Ode Ahmad Darwin La Ode Ahmad Darwin La Ode Aris La Ode Muhammad Sardin La Ode Ramalan La Ode Wahidin La Ode Wahidin La Ode Wahidin M, Usman. Maulidia Berlianti Megasari Megasari Muhammad Aswin Muhammad Aswin Muhammad Aswin Mulya, La Ode Andi Rahmat Munawir Makmur Nada Kusuma Nada Kusuma Nurjanah, Ana Putri, Triwulandari Nehru Rahman Ramawati, Yussi Salebaran Siti Kadri Yanti Sari Syahrun Triwulandari Nehru Putri Usman. M Usman. M, Usman. M Wa Ode Harliyanti Windayani, Windayani Winesty Sofyani, Wa Ode Yussi Rahmawati Yussi Ramawati Yussi Ramawati