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All Journal Enrichment : Journal of Management Community Empowerment
Dwiyanti, Septiani Anggun
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Arts Humanities Economics, Econometrics & Finance Education Public Health Social Sciences

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Optimization strategy for social media content to enhance branding and sales of MSME in Samarinda Surahman, Surahman; Hariyadi, Sugeng; Barus, Bela; Dwiyanti, Septiani Anggun; Irawan, Imelda; Hastuti, Putri Widya; Fatiya, Nasywa Nur; Mauliahasmi, Siti
Community Empowerment Vol 10 No 10 (2025)
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31603/ce.14117

Abstract

This community service activity was executed to optimize digital marketing effectiveness and increase sales for the Amplang Bukuan Snack MSME in Samarinda. The main problem addressed was low brand visibility and insufficient online sales, resulting from sub-optimal utilization of social media. The intervention strategy implemented involved integrated training on: (1) optimizing social media (Instagram) and creating appealing visual content; (2) creating and managing an online store on the Shopee platform; and (3) implementing the non-cash payment system QRIS. The results of the service demonstrate a significant increase in digital performance and sales. Within two months following the intervention, the Instagram account’s engagement rate increased by 65%, accompanied by follower growth from 320 to 530. The average interaction per post (likes and comments) rose from 12 to 38, reflecting higher audience involvement. Simultaneously, the number of online orders via direct message (DM) increased by 28%. Furthermore, the MSME owner’s competency in digital marketing significantly improved, as shown by an increase in the knowledge assessment score from 56% to 84%. These findings indicate that the systematic optimization of social media content successfully enhanced brand visibility, directly contributed to sales growth, and strengthened the digital entrepreneurial capacity of MSME.
Digital feasibility of yaka photo & studio as an msmes in the non-urban creative industry Surahman, Surahman; Idha Wibowo, Rahmawati; Dwiyanti, Septiani Anggun; Agriyanti, Lutfita Syifa; Wardana, Fendi Indra
Enrichment : Journal of Management Vol. 15 No. 5 (2025): December: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v15i5.2415

Abstract

This study evaluates the feasibility of Yaka Photo & Studio in Tenggarong Seberang District from market, technical, and financial perspectives. The research is important due to the rising demand for photography services in non-urban areas, where many businesses operate without proper feasibility assessments, creating risks of financial loss and missed opportunities. A descriptive mixed-method approach is applied. Market analysis identifies target consumers and potential demand; technical analysis reviews location, facilities, and operational readiness; and financial analysis uses Net Present Value (NPV), Internal Rate of Return (IRR), payback period, and break-even indicators. The results show a strong market outlook with high demand and low competition. Technically, the business benefits from a strategic location, adequate equipment, and experienced staff that support smooth operations. Financially, the business is feasible, evidenced by a positive NPV of IDR 141,464, an IRR of 10% exceeding the 8% discount rate, a 2.3-year payback period, and a BEP of 61%, which remains below the general feasibility threshold of around 70%. These findings enrich the literature on non-urban creative industries and highlight the relevance of digital marketing. Practically, the results offer guidance for local entrepreneurs in improving digital promotion and assessing financial feasibility for sustainable development
Co-Authors Agriyanti, Lutfita Syifa Barus, Bela Fatiya, Nasywa Nur Hastuti, Putri Widya Idha Wibowo, Rahmawati Irawan, Imelda Mauliahasmi, Siti Sugeng Hariyadi, Sugeng Surahman Surahman Wardana, Fendi Indra