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All Journal Journal Publicuho Maneggio INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Citra Ayu Ningsi
Halu Oleo University, Kendari, Indonesia
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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ADOPTION OF MEDIA INNOVATIONS FOR MARKETING COMMUNICATIONS FOR UMKM FOR THE LATEST COLD DRINK IN THE DIGITALIZATION ERA Muh. Husriadi; Usman. M; La Ode Andi Rahmat Mulya; Citra Ayu Ningsi
Maneggio Vol. 1 No. 5 (2024): Maneggio-Oct
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/8ryxdf96

Abstract

The implementation of innovation in digital communication media by MSMEs in the cold beverage sector faces several significant challenges, including lack of technical knowledge, limited resources, and limited access to digital training. This study aims to investigate the effect of digital technology adoption on MSME business performance, especially in terms of increasing customer engagement, sales, and expanding market reach. The methodology applied is a qualitative approach through in-depth interviews with MSME owners in the cold beverage industry. The research results revealed that despite the challenges faced, the use of social media can increase interaction with customers, expand market reach beyond local areas, and increase sales by up to 40%. The findings of this study indicate that support in the form of digital training and access to resources is essential to optimize the use of digital media by MSMEs. Implementing the right digital strategy has the potential to strengthen the competitiveness of MSMEs amidst increasingly tight global market competition.
ANALISIS PEMASARAN RUMPUT LAUT DI DESA AKUNI KECAMATAN TINANGGEA KABUPATEN KONAWE SELATAN Siti Kadri Yanti Sari; Waode Harliyanti Unga; Citra Ayu Ningsi; Asis Bujang
Journal Publicuho Vol. 7 No. 4 (2024): November - January - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v7i4.622

Abstract

This research aimed to analyze seaweed marketing in Akuni Village, Tinanggea Sub-district, Konawe Selatan Regency. The study was motivated by the large potential of seaweed in Indonesia, particularly in Akuni Village, where seaweed cultivation is the main livelihood for most residents. The research method used was a survey method with a qualitative descriptive approach. Data were collected through interviews, observation, and documentation. Data analysis was carried out using qualitative descriptive analysis to describe marketing channels and quantitative descriptive analysis to calculate marketing margins and marketing efficiency using marketing margin and farmer's share formulas. The results showed that there was one seaweed marketing channel in Akuni Village, namely from farmers to collectors, then to Makassar. The marketing margin obtained by collectors is Rp. 3,000/Kg. Marketing efficiency is relatively high with a farmer's share value of 83%. In conclusion, the seaweed marketing channel in Akuni Village is quite good and efficient.
ASSESSING THE EFFECTIVENESS OF VISUAL CONTENT IN DIGITAL MARKETING CAMPAIGNSIN ITS IMPLEMENTATION IN THE TODAY'S COFFEE SHOP BUSINESS SECTOR Muh. Husriadi; Citra Ayu Ningsi; Iwan Patta
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 5 (2025): MAY
Publisher : Adisam Publisher

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Abstract

The rapid development of the contemporary coffee shop sector demands an effective digital marketing strategy, especially in utilizing visual content to attract young and urban audiences. This study aims to evaluate the effectiveness of visual content in digital marketing campaigns in contemporary coffee shops and identify production challenges and adaptive solutions applied. The research method uses a qualitative approach with case studies and in-depth interviews and observations of coffee shop business actors who are active on social media. The results of the study show that quality product photos, videos of the coffee making process, and content of the shop atmosphere are the dominant types of visual content that can increase engagement, purchase interest, and customer loyalty. However, limited resources such as time, cost, and technical expertise are significant obstacles in the production of quality content that are overcome through independent training and the use of simple editing applications. These findings provide an important contribution to the digital marketing literature in the creative MSME sector and serve as a practical guide for business actors in optimizing visual content strategies to improve digital marketing performance.
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
Publisher : Adisam Publisher

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Abstract

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)
Publisher : Adisam Publisher

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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.
ANALYSIS OF FACTORS DETERMINING CUSTOMER LOYALTYIN BUILDING SHOPPING SATISFACTION AT A COFFEE SHOP Muh. Husriadi; Megasari Megasari; Citra Ayu Ningsi
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 1 (2025): JULY
Publisher : CV. Adiba Aisha Amira

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Abstract

This research is motivated by the challenges in building loyalty coffee shop customers in the middle increasing competition​ tight and changing behavior consumers. The aim of the research is to understand factors that influence loyalty customer through experience holistic shopping, including​ quality products, services, atmosphere, social interactions, and the use of digital technology. The method used is a qualitative approach with a case study design, involving interview in-depth and observation participatory approach at several coffee shops in Kendari City. Data analysis was conducted using the Miles and Huberman model to identify themes and patterns the main results of the study showed that the consistency of coffee taste and menu variety, friendliness staff, atmosphere comfortable, meaningful social interactions, and convenience access to digital technology together to form satisfaction and loyalty customers. The implications of this research emphasize importance integration aspect products, services, environment, and technology with a personal approach to create experience sustainable and competitive customer service. Recommendations given for coffee shop managers to optimize training staff, interior design, and utilization of technology without ignore human interaction.
IMPLEMENTATION OF BRANDING STRATEGY AND PRODUCT INNOVATION IN EXPANDING MARKET ACCESS FOR COFFEE SHOP SMEs IN KENDARI CITY Muh. Husriadi; Citra Ayu Ningsi; Usman. M
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 4 No. 1 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23055547

Abstract

Growth of coffee MSMEs The growth of coffee shops in Kendari City is taking place alongside increasing business competition. In this environment, the ability to build strong branding and product innovation is becoming increasingly important for expanding market reach. However, understanding how business actors implement and interpret these two strategies in local business practices remains limited. This study aims to examine the application of branding strategies and product innovation as an effort to expand market access for coffee MSMEs. shop in Kendari City. The study used a qualitative method with a phenomenological approach. Data were collected through in-depth interviews, field observations, and documentation of informants selected based on specific considerations. The results of the study indicate that branding is not only realized through business identity, but also through the formation of trust, emotional connections with customers, and the brand's ability to remain embedded in consumers' memories. Meanwhile, product innovation is carried out through the development of menu variations, creativity in presentation, adjustments to market needs, and the creation of new elements in the product. The implementation of these two strategies contributed to increased consumer interest, the formation of loyalty, and expanding market reach. The research findings emphasize that branding and product innovation need to be managed sustainably and adapted to local consumer characteristics to support the competitiveness and sustainability of MSMEs.
Co-Authors Asis Bujang Iwan Patta Megasari Megasari Muh. Husriadi Muh. Husriadi Rahmat Mulya, La Ode Andi Siti Kadri Yanti Sari Usman. M Usman. M Wa Ode Harliyanti Unga