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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Alaika Asrori Almagrobi
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Media Sosial, Orientasi Pasar, dan Nilai Pelanggan sebagai Determinan Kinerja Pemasaran UMKM di Wilayah Tutur, Pasuruan Alaika Asrori Almagrobi; Nuraeni Nuraeni; Miftahul Huda
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 7 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i7.9043

Abstract

This study aims to analyze the effect of social media utilization, market orientation, and customer value on marketing performance among Micro, Small, and Medium Enterprises (MSMEs) in Tutur District, Pasuruan Regency. A quantitative approach was applied through a survey of 30 MSME actors who utilize social media platforms such as Instagram and Facebook. Multiple linear regression analysis was employed. The results indicate that all three independent variables have a positive and significant influence, both partially and simultaneously, on marketing performance. This research contributes theoretically to the digital marketing literature and provides practical implications for MSMEs in optimizing their social media strategies.
Media Sosial, Orientasi Pasar, dan Nilai Pelanggan sebagai Determinan Kinerja Pemasaran UMKM di Wilayah Tutur, Pasuruan Alaika Asrori Almagrobi; Nuraeni Nuraeni; Miftahul Huda
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 7 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i7.9043

Abstract

This study aims to analyze the effect of social media utilization, market orientation, and customer value on marketing performance among Micro, Small, and Medium Enterprises (MSMEs) in Tutur District, Pasuruan Regency. A quantitative approach was applied through a survey of 30 MSME actors who utilize social media platforms such as Instagram and Facebook. Multiple linear regression analysis was employed. The results indicate that all three independent variables have a positive and significant influence, both partially and simultaneously, on marketing performance. This research contributes theoretically to the digital marketing literature and provides practical implications for MSMEs in optimizing their social media strategies.
Co-Authors Miftahul Huda Nuraeni Nuraeni