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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Ekonomi, Manajemen, Akuntansi
Sintia Wulandari
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Economics, Econometrics & Finance Social Sciences Other

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Entrepreneurial Marketing in the Era of Digital Transformation: A Systematic Literature Review on Social Media, Digital Capabilities, and MSME Performance Sintia Wulandari; Farida Febriati
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 2: Januari 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i2.13398

Abstract

Digital transformation has brought fundamental changes to marketing practices, particularly for micro, small, and medium enterprises (MSMEs) that increasingly rely on digital technologies to develop their businesses. Entrepreneurial Marketing (EM), which emphasizes innovation, proactiveness, creativity, and customer orientation, has undergone a significant shift when combined with the use of social media, e-commerce, and other digital capabilities. This study aims to analyze how EM practices have evolved within the context of digital transformation through a Systematic Literature Review (SLR) following the PRISMA 2020 guidelines. The search process was conducted using the Scopus database with a combination of the keywords “entrepreneurial marketing” and terms related to digitalization. From the screening process, seven articles met the inclusion criteria and were examined in depth using narrative–thematic synthesis techniques. Overall, this study reveals that the success of EM in the digital era depends heavily on the integration of technology, content creativity, data utilization, and adaptation to changes in digital consumer behavior. The findings of this SLR offer theoretical contributions to the development of next-generation EM models and provide future research agendas related to EM and digitalization within the MSME context.
ANALISIS INTEGRASI KONTEN KREATIF MEDIA SOSIAL DALAM MODUL AJAR EKONOMI UNTUK MENINGKATKAN KETERLIBATAN BELAJAR SISWA Syari'ah; Ana Armanita; Dino Ardinal; Fauzan; Feri Naldi; Fresy Chelcilia; M. Syukur; Mitahul Jannah; Muhammad Paisal; Sintia Wulandari
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 02 Juni 2026 Press
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.57457

Abstract

This study aims to analyze the integration of creative social media content in economics teaching modules and its contribution to student learning engagement at the senior high school (SMA) level. Employing a qualitative descriptive approach with a case study design, data were collected through in-depth interviews, participatory observation, and documentation of economics teachers and students. Data analysis followed the interactive model of Miles, Huberman, and Saldaña, encompassing data condensation, data display, and conclusion drawing. The findings reveal that the integration of creative social media content in economics teaching modules is carried out through four primary forms: embedding educational video links via QR codes, utilizing social media infographics as conceptual illustrations, assigning students to produce creative content, and facilitating discussions based on viral content relevant to economic topics. This integration demonstrably enhances student learning engagement across three dimensions: behavioral, emotional, and cognitive engagement, with the strongest effects observed in the emotional and behavioral dimensions. Supporting factors include teachers' digital competence and adequate school infrastructure, while inhibiting factors encompass the potential for digital distraction and inequalities in digital access among students. The findings are analyzed through the theoretical lenses of Constructivism, Social Learning Theory, Student Engagement Theory, Connectivism, and the Cognitive Theory of Multimedia Learning. This study contributes to the development of an economics learning model that is responsive to the digital ecosystem inhabited by Generation Z students.
Co-Authors Ana Armanita Dino Ardinal Farida Febriati Fauzan Feri Naldi Fresy Chelcilia M. Syukur Mitahul Jannah Muhammad Paisal Syari'ah