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All Journal INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Usman. M
Halu Oleo University, Kendari, Indonesia
Religion Humanities Social Sciences

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INTEGRATED MARKETING COMMUNICATIONS (IMC) STRATEGY IN ATTRACTING ATTENTION INTEREST BUY CONSUMERS IN THE CURRENT COFFEE BUSINESS Muh. Husriadi; Ikrar Muadsim; Usman. M
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 5 (2025): MAY
Publisher : Adisam Publisher

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Abstract

Contemporary coffee industry the more competitive so it is important for business actors to implement effective marketing strategies use interesting interest buy consumers. This study aims to explore implementation of Integrated Marketing Communications (IMC) and its impact on consumer interest buy consumers in contemporary coffee businesses. The research method used is qualitative with interviews in-depth and focused group discussions to coffee shop owners and managers. The results of the study showed that the implementation of IMC through social media, promotion attractive and launching new menus can increase interest buy and create experience comprehensive for customers. However, challenges such as limited budget and difficulties guard consistency messages across multiple channels need to be addressed. The implications of this research suggest that an integrated IMC strategy can strengthen connection between brands and consumers as well as increase competitiveness in the market. This study also suggests further exploration of collaboration with local influencers to enhance effectiveness marketing.
HOW DO CURRENT MSMEs COFFEE SHOP PROMOTION STRATEGIES USE SOCIAL MEDIA? Muh. Husriadi; Usman. M; Citra Ayu Ningsi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 6 (2025): JUNE
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Growth Rapidly growing MSMEs coffee shops in Indonesia present new challenges in business competition, especially related to the use of social media as a tool effective promotion. This study aims to analyze the promotional strategies used by contemporary coffee shop MSMEs. through social media and identify factors that influence its effectiveness. The research method used is qualitative descriptive, with data collection through observation, interview in-depth, and documentation on several MSMEs coffee shops that are active on social media. The results of the study showed that the most effective promotional strategy involves the use of engaging visual content, collaboration with influencers, as well as interaction active with customers through social media features. This strategy has proven to be increase brand awareness, engagement customers, and sales. The implications of this research confirm the importance of innovation and digital adaptation for coffee shop SMEs to strengthen their position in a competitive market, as well as providing references practical and theoretical for business actors and academics in developing promotional strategies social media based.
EFFECTIVE COMMUNICATION STRATEGIES IN BUSINESS NEGOTIATIONS IN THE UMKM SECTOR Muh. Husriadi; Citra Ayu Ningsi; Usman. M
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 2 (2025): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
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Abstract

This research departs from problem low the effectiveness of communication strategies in business negotiations in the MSME sector which impacts the results negotiation and competitiveness business. The aim of the research is to identify and analyze communication strategies effective in MSME negotiations as well its implications for business development. The method used is qualitative with a case study design, involving interview in-depth, observation, and documentation analysis. The research results found that personal and direct communication, the use of digital media in an intensive, as well as innovation in packaging narrative- like messages persuasiveness is a factor main success MSME negotiations. This innovation strengthens emotional bonding with business partners and increases persuasive power. The implications of this research emphasize importance training interpersonal and digital communication, as well as the development of adaptive communication strategies to support the sustainability and growth of MSMEs in the dynamic digital era.
INTERSUBJECTIVE CONSTRUCTION OF MSME ACTORS IN UNDERSTANDING ENTREPRENEURIAL MARKETING, ORGANIZATIONAL ENVIRONMENT, AND INTELLECTUAL CAPITAL IN FORMING BUSINESS PERFORMANCE Muh. Husriadi; Usman. M; La Ode Agus Said
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 3 No. 10 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20361807

Abstract

This study examines how the intersubjective constructs of MSMEs in Kendari City influence their interpretation of entrepreneurial marketing, the organizational environment, and intellectual capital in shaping business performance. In the context of MSMEs operating with limited resources and a dynamic environment, there is still a gap in understanding regarding the role of shared meaning and social interaction as mediators between strategy and performance. The purpose of this study is to analyze these intersubjective constructs and their implications for business performance. The study used a qualitative approach with a phenomenological design, involving in-depth interviews with MSMEs in Kendari City, and analyzed data using the Miles and Huberman model. The results indicate that entrepreneurial marketing is interpreted as relational personalization and community-based marketing, the organizational environment as a social network managed through deliberation, and intellectual capital as practical knowledge and mutually reinforcing social relationships. Business performance is understood not only from a financial perspective, but also from a perspective of sustainability, customer trust, and community support. Consequently, this study recommends strengthening the capacity of MSME communities, digital-based training, and developing policies that support the local entrepreneurial ecosystem.
COLLABORATIVE GOVERNANCE IN ACCELERATION OF BUSINESS LEGALITY AND ITS IMPACT ON COFFEE SHOP BUSINESS PERFORMANCE IN KENDARI CITY Usman. M; Muh. Husriadi; La Ode Agus Said
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 11 (2026): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21126196

Abstract

The growth of coffee shops in Kendari City demonstrates the dynamics of an increasingly competitive urban economy. However, the business legalization process still faces obstacles in coordination, regulatory understanding, and suboptimal institutional support. This situation raises questions about how collaborative governance can accelerate business legalization while simultaneously boosting coffee shop business performance. This study aims to analyze the role of collaborative governance in accelerating business legalization and its impact on coffee shop business performance in Kendari City. The study used a qualitative approach with a phenomenological design. Data were collected through in-depth interviews, observations, and documentation with purposively selected informants, then analyzed using the Miles and Huberman model. The results show that collaborative governance plays a significant role in streamlining the business legalization process through actor involvement, inter-agency communication, forms of administrative support, and institutional responsiveness. Coffee shop operators understand business legality as a formal status that provides a sense of security, strengthens regulatory compliance, and opens access to business opportunities. The findings also show that legality contributes to increased customer trust, competitiveness, sustainability, and business development. The implication is that local governments need to strengthen licensing services that are more integrated, responsive, and mentored so that business formalities can drive sustainable business performance.
Co-Authors Citra Ayu Ningsi Ikrar Muadsim La Ode Agus Said Muh. Husriadi