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This Author published in this journals
All Journal Journal of Business and Applied Management
Lady, Lady
Universitas Internasional Batam
Economics, Econometrics & Finance

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Optimizing Customer Engagement: Employing Triangulation Methodology to Improve Social Media Content Strategy for MSME Lady, Lady; Shevia, Shevia; Nurjanah, Listia
Journal of Business & Applied Management Vol 17, No 1 (2024): Journal of Business & Applied Management
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v17i1.5252

Abstract

 The internet offers great potential for the development of micro, small, and medium enterprises (MSMEs) in Indonesia. Nisa Kitchen, an MSME in Batam City specializing in making brownies, utilizes digital marketing and social media to grow their business. This is a qualitative research study aimed at exploring the effect of engaging social media marketing content on customer engagement, with a focus on Nisa Kitchen. In this study, researchers use methodological triangulation to gather data from various sources and perspectives. This technique allows for the validation of findings by combining different research approaches such as content analysis, interviews, and observations, thereby producing a deeper and more accurate understanding of the topic under investigation. In addition to the owner, the primary participants in this study are customers who have made purchases from Nisa Kitchen and are above 17 years old. The study aims to gain a comprehensive understanding of the implications for Nisa Kitchen. One of the challenges faced by MSMEs is a lack of understanding of technology and social media. This study emphasizes its unique contribution to the literature by presenting new insights and a comprehensive approach to enhancing customer engagement through attractive marketing content on social media. The study proposes solutions by creating useful and engaging content using Canva, Linktree, and WhatsApp Business to simplify customer access to Nisa Kitchen. The research findings indicate positive changes in social media insight data (engagement) and customer interviews.
The Effectiveness of Digital Marketing: A Case Study of One Bowl Soup MSMEs Lady, Lady; Delfina, Delfina; Ng, Irvin; Quinn, Fionna; Wijaya, Alexander Janio; Lie, Hardy Winata
Journal of Business & Applied Management Vol 16, No 2 (2023): Journal of Business and Applied Management
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v16i2.4589

Abstract

Digital marketing is a key factor in facing business competition in the current era. Effective digital marketing strategy implementation could lead MSMEs to maximize the market potential available in social media. Therefore, this research is conducted to investigate the effectiveness of digital marketing implemented for One Bowl Soup. As previous research doesn’t show an actual comparison regarding before and after the suggested strategy implemented, this research does not only overcome the referred limitation, but is not limited to only 2 social medias and comprised of major social medias which has highest active users in Indonesia simultaneously. A qualitative approach is utilized, and customers of One Bowl Soup are collected as samples for this research. It was found that social media usage by enterprises, including MSMEs, would improve the brand awareness of residents towards said enterprise. Moreover, for Instagram, which majority of interviewed sample uses Instagram in their daily life, including searching about local culinary options. After using social media, One Bowl Soup has improved visibility or brand awareness in Batam City, Indonesia, which can be seen from profile traffic insights provided by each social media.
Co-Authors Delfina, Delfina Lie, Hardy Winata Ng, Irvin Nurjanah, Listia Quinn, Fionna Shevia, Shevia Wijaya, Alexander Janio