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All Journal (JUMPER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Andriya Risdwiyanto
Universitas Proklamasi 45, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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The Effect of Digital Marketing Adoption, Customer Engagement, and Brand Awareness on SME Sales Growth Andriya Risdwiyanto; Helmi Azahari; Dewi Silvia; Evi Meidasari M
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.1029

Abstract

The rapid development of digital technology has significantly transformed the way small and medium-sized enterprises (SMEs) conduct their marketing activities and interact with customers. In the digital era, adopting effective digital marketing strategies has become essential for SMEs to enhance competitiveness and achieve sustainable sales growth. This study aims to examine the effect of digital marketing adoption, customer engagement, and brand awareness on SME sales growth. A quantitative research approach was employed using primary data collected through structured questionnaires distributed to SME owners and managers who utilize digital platforms in their marketing activities. A total of 200 respondents participated in the study. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to test the proposed hypotheses. The results reveal that digital marketing adoption has a positive and significant effect on SME sales growth, indicating that the use of digital marketing tools such as social media, online advertising, and digital platforms enhances marketing effectiveness and expands market reach. Furthermore, customer engagement is found to significantly influence sales growth, suggesting that active interaction and relationship-building with customers contribute to higher customer loyalty and increased purchasing behavior. The findings also demonstrate that brand awareness positively affects SME sales growth, as higher levels of brand recognition and familiarity among consumers increase the likelihood of product selection and purchase decisions. Overall, the results highlight the importance of integrating digital marketing strategies, customer engagement initiatives, and brand-building efforts to improve SME performance. This study contributes to the growing body of literature on digital marketing and SME performance while providing practical insights for SME owners and managers seeking to leverage digital technologies to enhance sales growth in the competitive digital marketplace.
GREEN MARKETING STRATEGY IN ATTRACTING CONSUMERS WHO CARE ABOUT THE ENVIRONMENT Johni Eka Putra; Andriya Risdwiyanto; Riantin Hikmah Widi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 11 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

The growing desire of customers for environmentally friendly products means companies are competing to meet these needs by switching to using environmentally friendly materials. The materials in question are not only raw materials but also involve other materials such as product packaging, labeling, packaging and so on. Environmental awareness by implementing green marketing strategies can be done with environmentally friendly promotions. The growing desire of customers for environmentally friendly products means companies are competing to meet these needs by switching to using environmentally friendly materials. Green marketing is an approach to marketing that emphasizes environmental and sustainability values. It aims to attract consumers who care about environmental issues and promote environmentally friendly products or services. Several green marketing strategies that can be used to attract consumers who care about the environment are sustainable communication, labels and certification, transparency, customer education, partnerships with environmental organizations, focusing on environmental innovation, and sustainable consumer support.
THE IMPACT OF HIGH BUSINESS RENTAL PRICES ON PRODUCT SELLING PRICES Bekti Utomo; Dwi Dersmi Selan; Andriya Risdwiyanto
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2025): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

This literature research focuses on the impact of high business premises rental prices on product selling prices, a critical issue that influences business dynamics and consumer behavior. With rental costs rising, many businesses face the dilemma of maintaining profit margins without offloading additional costs to consumers. This research uses a literature review method to explore how rising rental prices affect pricing decisions by businesses, as well as consumer responses to these price changes. This research reveals that rising rental prices often force businesses to adjust selling prices, which can influence consumer purchasing behavior. Furthermore, this study highlights business strategies in managing high rental costs, including operational optimization and adoption of e-commerce business models to reduce dependence on physical locations. The research also discusses the long- term implications of rising rental prices on business sustainability and customer loyalty, and offers recommendations to stakeholders on how to navigate this challenge effectively. It is hoped that the results of this research can help businesses formulate responsive and innovative pricing strategies, as well as increase understanding of the dynamics of rental prices and their impact on the business ecosystem as a whole.
Co-Authors Bekti Utomo Dewi Silvia Dwi Dersmi Selan Evi Meidasari M Helmi Azahari Johni Eka Putra Riantin Hikmah Widi