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All Journal Economics and Business Journal Maneggio
Silmi, Kevin Ghulaman
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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Analysis of the Effectiveness of E-Marketing Strategies in Increasing Brand Awareness in FMCG Industry MSMEs Prasetya, Feri Andika; Silmi, Kevin Ghulaman; Hikmawati, Kuncoro Aprilia; Purwanitasari, Lili; Dhewi, Titis Shinta
Maneggio Vol. 2 No. 2 (2025): Maneggio-Apr
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/2dwn8d89

Abstract

This study aims to analyze the effectiveness of e-marketing strategies in increasing brand awareness among Micro, Small, and Medium Enterprises (MSMEs) in the Fast-Moving Consumer Goods (FMCG) sector. In the digital era, MSMEs are increasingly required to adapt to technological developments, particularly in marketing. However, many business actors still lack the understanding to implement digital strategies effectively. This study focuses on four key e-marketing components: social media marketing, SEO/SEM, content marketing, and email marketing. Using a quantitative approach, data were collected from 109 MSME respondents using purposive sampling, and analyzed through Structural Equation Modeling (SEM) with SmartPLS. The results show that social media marketing and SEO/SEM have a significant and positive effect on brand awareness, while content marketing and email marketing show no significant effect. These findings suggest that MSMEs should prioritize the use of social media and search engine optimization strategies to enhance brand visibility. This study provides valuable insights for MSME practitioners in formulating effective digital marketing strategies and contributes to the academic literature on MSME marketing performance in the digital economy era.
Mapping Multi-Sensory Brand Experiences and Their Impact on Customer Satisfaction: A Bibliometric and Systematic Literature Review on Scopus Silmi, Kevin Ghulaman; Budi Eko, Budi Eko Soetjipto; Ludi Wishnu, Ludi Wishnu Wardhana
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.211

Abstract

Multi-sensory brand experience has emerged as a crucial factor in modern marketing, significantly influencing customer satisfaction, brand perception, and loyalty. Despite its increasing importance, research in this area remains fragmented, with theoretical integration and empirical validation gaps. This study employs a Systematic Literature Review (SLR) and bibliometric analysis using the Scopus database to map the evolution of research on multi-sensory brand experiences and their impact on customer satisfaction. From an initial dataset of 203 documents, a rigorous selection process resulted in 41 relevant articles for in-depth analysis. Using VOS viewer, the study visualizes research networks, inter-topic relationships, and emerging trends, revealing a 47% increase in publication volume from 2012 to 2024. Findings indicate that customer satisfaction, consumer behaviour, and sales are dominant themes, with sentiment analysis and digital technology (AI, AR) gaining traction in recent years. However, significant gaps remain, particularly in experimental studies quantifying the long-term impact of multi-sensory experiences on customer loyalty and cross-industry comparisons of multi-sensory branding effectiveness. The novelty of this study lies in its combined bibliometric and systematic approach, which identifies critical research trends, theoretical gaps, and emerging digital strategies in multi-sensory marketing. This study contributes to the academic discourse by comprehensively synthesizing research trends and proposing future research directions in technology-driven branding strategies and consumer engagement.
Co-Authors Budi Eko, Budi Eko Soetjipto Feri Andika Prasetya, Feri Andika Hikmawati, Kuncoro Aprilia Ludi Wishnu, Ludi Wishnu Wardhana Purwanitasari, Lili Titis Shinta Dhewi, Titis