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Racmadany, Andry
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Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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DIGITAL MARKETING STRATEGY FOR MSME SALES Amelia, Nitya; Prasojo, Bayu Hari; Racmadany, Andry; Pebrianggara , Alshaf
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.236

Abstract

Objective: Digital marketing strategies play a crucial role in increasing the sales of micro, small, and medium enterprises (MSMEs) in Indonesia, especially in the rapidly evolving era of digitalization. This study aims to analyze the impact of digital marketing strategies, such as the use of social media, paid advertising, SEO (Search Engine Optimization), content marketing, and digital payment methods, on MSME performance. Method: The research employs a qualitative approach through a literature review based on relevant research articles. Results: The findings indicate that social media and paid advertising significantly contribute to expanding market reach and enhancing direct consumer interaction. SEO, although requiring more time to achieve optimal results, positively impacts the online visibility of MSMEs. Meanwhile, content marketing has a relatively lower impact, likely due to limited resources or expertise in creating effective content. The use of digital payment methods simplifies transactions and enhances the customer experience. Socio-psychological factors and credibility are also identified as critical elements in digital marketing communication strategies. Novelty: With the significant potential of MSMEs in Indonesia, optimizing digital marketing strategies can support business growth and competitiveness in the digital marketplace. This study recommends further exploration to identify other digital marketing strategies that have not been thoroughly examined.
THE INFLUENCE OF AFFILIATE LIVE STREAMING ON SHOPEE IN CONSUMER BUYING INTEREST Ludiana, Dina; Prasojo, Bayu Hari; Racmadany, Andry; Pebrianggara , Alshaf
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.239

Abstract

Objective: This study aims to determine the effect of live streaming affiliates at shopee in consumer buying interest to see how Live Streaming and Affiliate Marketing have an impact on Consumer Purchase Interest at Shopee. Method: The method used in this research is quantitative descriptive method, by distributing questionnaires and processing dala in this study using the Partial Least Square (PLS) method. Results: The results showed that live streaming and affiliate marketing have a positive influence on consumer buying interest, but this influence is not statistically significant. This suggests that both strategies need to be further optimised to have a greater impact on customer purchasing decisions. Novelty: The study examines the specific role of live streaming and affiliate marketing on Shopee—a combination of digital strategies not yet extensively studied together in the context of consumer purchase interest—offering new insights into the nuanced impact of these tools on online shopping behavior.
Co-Authors Amelia, Nitya Bayu Hari Prasojo Ludiana, Dina Pebrianggara , Alshaf