Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JURNAL MANAJEMEN BISNIS
Anggun Mutiara Utami
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Role of Influencers and Digital Marketing in Boosting Sales for Culinary MSMEs in Solo Anggun Mutiara Utami; Wahyudi, Tri Nur
Jurnal Manajemen Bisnis Vol. 11 No. 1 (2024): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i1.688

Abstract

This study aims to explore the impact of influencers on promoting MSMEs in Solo City, the effectiveness of influencer and digital marketing strategies in supporting MSMEs, and the benefits derived from influencer collaborations. Qualitative research employing a case study approach is utilized, with data validity ensured through source triangulation. Data analysis follows Miles and Huberman's methodology, encompassing four stages: data collection, data reduction, data presentation, and conclusion. The study focuses on MSMEs in Solo City employing influencer marketing strategies, with participants including both influencers and MSME owners. Findings reveal that influencers play a crucial role in introducing MSME products, enhancing brand image and awareness, and significantly boosting sales by up to 2 to 3 times. Moreover, digital marketing, particularly leveraging Instagram as a promotional platform, is highlighted as an effective tool for reaching a wider audience and driving sales growth for Solo's culinary MSMEs.
Co-Authors Tri Nur Wahyudi