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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Maneggio
Feri Andika Prasetya
Universitas Negeri Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of the Effectiveness of E-Marketing Strategies in Increasing Brand Awareness in FMCG Industry MSMEs Feri Andika Prasetya; Kevin Ghulaman Silmi; Kuncoro Aprilia Hikmawati; Lili Purwanitasari; Titis Shinta Dhewi
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.
THE IMPACT OF OCCUPATIONAL HEALTH AND SAFETY ON EMPLOYEE PRODUCTIVITY: A SYSTEMATIC LITERATURE REVIEW Feri Andika Prasetya; Sopiah; Arief Noviarakhman Zagladi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

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Abstract

This study aims to systematically examine the impact of Occupational Health and Safety (OHS) on employee productivity by synthesizing evidence from existing literature. The research adopts the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) approach to ensure a transparent and rigorous review process. A total of 600 articles were initially identified from the Scopus database, and after screening, eligibility assessment, and quality evaluation, 63 relevant studies were selected for analysis. The findings reveal that OHS significantly influences employee productivity through multiple dimensions, including psychosocial factors, technological and environmental conditions, and organizational structures. Effective OHS implementation enhances employee well-being, reduces workplace risks, and improves motivation, engagement, and performance. Furthermore, the integration of safety culture, leadership support, and advanced safety technologies contributes to sustainable productivity outcomes. This study highlights that OHS should not be viewed merely as a regulatory requirement but as a strategic investment that drives organizational efficiency and long-term success. The findings provide important theoretical insights and practical recommendations for policymakers and organizations in designing comprehensive OHS strategies.
Co-Authors Arief Noviarakhman Zagladi Kevin Ghulaman Silmi Kuncoro Aprilia Hikmawati Lili Purwanitasari Sopiah, Sopiah Titis Shinta Dhewi, Titis