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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Citra Ayu Ningsi
Halu Oleo University, Kendari, Indonesia

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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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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
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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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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.
Co-Authors Iwan Patta Muh. Husriadi Usman. M