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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Nada Kusuma
Halu Oleo University, Kendari, Indonesia

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EFFECT OF BRAND IMAGE IN INCREASING PURCHASE INTENTION OF BREAD MSMEs Bunga Kartika; Nada Kusuma; Muh. Husriadi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 5 (2025): MAY
Publisher : Adisam Publisher

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Development The rapid growth of MSMEs bread in Kendari City is facing challenges in building a strong brand image to increase purchase intention in the midst of intense market competition and change preference consumers. This study aims to understand how brand image through utilization local cultural values and digital marketing strategies have effect so that intention buy consumers in MSMEs bread. Qualitative research method using design descriptive. Interview in-depth, observation participatory, and documentation and inductive data analysis through coding and categorization theme. The results of the study show that integration local cultural symbols in branding and strategic social media management own effect to increase trust and loyalty consumers. However, the risks of digital overexposure and limitations human resources are an obstacle in maintaining authenticity brand. Consistency of taste, social testimonials, and availability. product limited also plays an important role in strengthening purchase intention. The implications of this study emphasize importance digital marketing training that is oriented towards conservation cultural values and the development of adaptive marketing strategies to support the sustainability of bread MSMEs in the local market.
MSMEs DEVELOPMENT MODEL IN THE FAST-FOOD SECTOR THROUGH SOCIAL INNOVATION AND BUSINESS MANAGEMENT IN IMPROVING COMMUNITY WELFARE Nada Kusuma; Muh. Husriadi; Hisna
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 5 (2025): MAY
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MSME sector fast food​ has a strategic role in the economy national However Still face challenge in the form of limited product innovation, suboptimal business management and low access to training as well as mentoring. This study aims to developing a model for empowering fast food MSMEs through integration of social innovation and business management to improve competitiveness and welfare society. The research method used is qualitative with a case study approach, data collection through interview in-depth, observation participatory and documentation on MSME actors in several sub-districts in Kendari City. The results of the study showed that product development innovative, collaboration community, as well as implementation systematic business management capable increase capacity adaptation, efficiency operational, and market access for MSMEs. Continuous training and mentoring have also proven to be strengthen skills managerial and expanding Network effort. The implications of this research confirm the importance of empowerment models holistic that combines social and business aspects as well the need support digital technology policies and facilitation to ensure sustainability and inclusiveness of fast food MSME development.
THE ROLE OF SOCIAL MEDIA AS A BUSINESS COMMUNICATION TOOLIN IMPROVING CUSTOMER LOYALTY Muh. Husriadi; Bunga Kartika; Nada Kusuma
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 2 (2025): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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rapid development of social media has made this platform a tool main business communication, but many business actors face challenges in utilizing social media to increase loyalty customers. This study aims to examine the role of social media as a tool business communication in building and improving loyalty customers. The method used is qualitative with a case study approach, involving interview in-depth and observation of active business actors utilizing social media. Research results show that selecting platforms such as Instagram and WhatsApp, a personal and responsive communication strategy, and appropriate management of challenges and risks significantly contribute to increased engagement. loyalty customers. Implications In practice, this research emphasizes importance dynamic digital communication strategy adaptation and risk management communication on social media to strengthen business- customer relationship continuously . This research contributes to the development of theory digital business communications and offers directions strategic for business practices in the digital age
Co-Authors Bunga Kartika Hisna Muh. Husriadi