Pengaruh Pemasaran Media Sosial Terhadap Pertumbuhan Penjualan UMKM Di Merauke

Yohanes Ngamal; Lavenia Lauwinata; Metodius F.M. Janggur

Penulis

Yohanes Ngamal Sekolah Tinggi Ilmu Ekonomi Saint Theresa Merauke
Lavenia Lauwinata Sekolah Tinggi Ilmu Ekonomi Saint Theresa Merauke
Metodius F.M. Janggur Sekolah Tinggi Ilmu Ekonomi Saint Theresa Merauke

Kata Kunci:

Social Media Marketing, Sales Growth, Msmes, Digital Marketing

Abstrak

This study aims to analyze the influence of social media marketing on the sales growth of MSMEs in Merauke. Digital transformation has encouraged MSME actors to utilize various social media platforms such as Facebook, Instagram, and TikTok as effective, low-cost, and wide-reaching promotional channels. Despite increasing adoption levels, limited studies have specifically examined its impact in border regions such as Merauke, which has unique social and economic characteristics compared to major cities. This research employs a quantitative approach by distributing questionnaires to 120 MSME actors actively using social media. Linear reg Dression analysis is used to test the influence of marketing content, posting frequency, customer interaction, and paid advertising on sales growth. The findings show that social media marketing has a positive and significant effect on increasing MSME sales, particularly through visual content and customer engagement. This study contributes to the digital marketing literature in frontier regions and offers strategic recommendations for MSMEs in Merauke to maximize the benefits of social media marketing in expanding markets and enhancing competitiveness.

Unduhan

Data unduhan tidak tersedia.

Referensi

Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570–588.

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65–77.

Bashir, M., Papamichail, K. N., & Malik, K. (2017). Use of social media for performance evaluation: A case of small and medium enterprises. Journal of Small Business and Enterprise Development, 24(2), 375–393.

Effendi, M. I., Sugandini, D., & Istanto, Y. (2020). Social media marketing, brand awareness, and purchase intention in the millennial generation. International Journal of Innovation, Creativity and Change, 13(5), 217–233.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.

Herman, E., & Suciu, M.-C. (2021). Digital marketing strategies in SMEs: A conceptual framework. Journal of Business Economics and Management, 22(6), 1454–1470.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Mahmuda, L., Sutrisno, B., & Rahmawati, S. (2021). Pengaruh pemasaran digital terhadap peningkatan penjualan UMKM. Jurnal Manajemen dan Pemasaran Jasa, 14(1), 1–12.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.

Mersey, R. D., Malthouse, E. C., & Calder, B. J. (2010). Engagement with online media. Journal of Media Business Studies, 7(2), 39–56.

Mustafa, M. N., & Hamzah, F. (2020). Effectiveness of social media marketing on enhancing brand awareness in SMEs. International Journal of Advanced Science and Technology, 29(4), 1327–1341.

Stelzner, M. A. (2022). Social media marketing industry report. Social Media Examiner.

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (3rd ed.). Sage.

Vasquez, C., & Escamilla, E. (2019). SMEs digital marketing adoption and its effect on firm performance. Small Business International Review, 3(2), 50–61.

Wijaya, D. (2020). Pemanfaatan media sosial sebagai strategi pemasaran UMKM di era digital. Jurnal Ekonomi dan Bisnis Digital, 1(1) , 12–20.