ADOPTION OF MEDIA INNOVATIONS FOR MARKETING COMMUNICATIONS FOR UMKM FOR THE LATEST COLD DRINK IN THE DIGITALIZATION ERA
DOI:
https://doi.org/10.62872/8ryxdf96Keywords:
MSMEs, Digital Media, Technology Adoption, Customer EngagementAbstract
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.
Downloads
References
Anakpo, Godfred, Zizipho Xhate, and Syden Mishi. 2023. “The Policies, Practices, and Challenges of Digital Financial Inclusion for Sustainable Development: The Case of the Developing Economy.” FinTech 2(2): 327–43.
Banerji, Rashi, and Animesh Singh. 2024. “Do Social Media Marketing Activities Promote Customer Loyalty? A Study on the E-Commerce Industry.” LBS Journal of Management & Research 22(1): 93–109.
Bryła, Paweł, Shuvam Chatterjee, and Beata Ciabiada-Bryła. 2022. “The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review.” International Journal of Environmental Research and Public Health 19(24).
Chen, Bing, Lei Wang, Hassan Rasool, and Jun Wang. 2022. “Research on the Impact of Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming E-Commerce.” Frontiers in Psychology 13(June).
Chyntia, Putri, and Salsha Rahmadanita. 2021. “Pengaruh Konten Instagram Story Dan Persepsi Manfaat Terhadap Kepercayaan Zodiak (Studi Kasus Pengikut Instagram @Amrazing).” MEDIALOG: Jurnal Ilmu Komunikasi 4(1): 178–85.
Cueto, L J. 2022. “Digital Innovations in MSMEs during Economic Disruptions: Experiences and Challenges of Young Entrepreneurs.” Administrative Sciences 12(1). https://api.elsevier.com/content/abstract/scopus_id/85123801343.
Cunningham, James A., Nadja Damij, Dolores Modic, and Femi Olan. 2023. “MSME Technology Adoption, Entrepreneurial Mindset and Value Creation: A Configurational Approach.” Journal of Technology Transfer 48(5): 1574–98. https://doi.org/10.1007/s10961-023-10022-0.
Díaz-Arancibia, Jaime et al. 2024. “Navigating Digital Transformation and Technology Adoption: A Literature Review from Small and Medium-Sized Enterprises in Developing Countries.” Sustainability (Switzerland) 16(14).
Gao, Jianli et al. 2023. “Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study.” Sustainability (Switzerland) 15(2).
Hendrawan, Satya Arisena et al. 2024. “Digital Transformation in MSMEs: Challenges and Opportunities in Technology Management.” Jurnal Informasi dan Teknologi 6: 141–49.
Husriadi, M.; Musawir, L.O.A.; Darwin, L.O.A. dan Muslimin, K. 2024. “Adoption Of Digital Marketing In Business Development Efforts: Impact And Challenges For Micro, Small And Medium Enterprises.” International Journal of Society Reviews (INJOSER) 2(6): 1688–96.
Husriadi, Muh., Harmiaty Bahar, and Windayani Windayani. 2024. “Critical Review of the Use of Blockchain Technology in Improving Msme Data Transparency and Security.” Journal of Finance, Economics and Business 3(1): 53–60. https://risetekonomi.com/jurnal/index.php/feb.
Husriadi, Muh, Muhammad Aswin, and La Ode Wahidin. 2024. “Platform-Based Business Development Strategy: Increasing Customer Engagement And Competitive Advantage In Smes.” International Journal of Economic Literature (INJOLE) 2(6): 1845–53.
Husriadi, Muh, and Ana Nurjanah. 2024. “Tantangan Dan Peluang Dalam Mengembangkan Umkm Di Kota Kendari: Analisis Strategis Dan Implikasinya.” JURNAL ILMU EKONOMI (JIE) 3(1): 36–48. https://doi.org/10.59827/jie.v3i1.106.
Husriadi, Muh, and La Ode Muhammad Sardin. 2024. “Factors That Create Customer Loyalty In The Cold Beverage Business Sector: A Strategic Analysis.” International Journal of Social and Education (INJOSEDU) 1(1): 107–17.
Jos, Maria, and Adriana Oliveira. 2024. “Social Networks and Digital Influencers in the Online Purchasing Decision Process.”
Kallmuenzer, Andreas, Alexey Mikhaylov, Mihaela Chelaru, and Wojciech Czakon. 2024. “Adoption and Performance Outcome of Digitalization in Small and Medium-Sized Enterprises.” Review of Managerial Science (123456789). https://doi.org/10.1007/s11846-024-00744-2.
Liu, Zhiyi, and Wenxuan Hou. 2023. “Opportunities and Challenges of Digital Financial Development BT - Digital Finance: How Innovation Reshapes the Capital Markets.” In eds. Zhiyi Liu and Wenxuan Hou. Singapore: Springer Nature Singapore. CHAP, 1–15. https://doi.org/10.1007/978-981-99-7305-7_1.
Loo, Mei Kay, Sridar Ramachandran, and Raja Nerina Raja Yusof. 2023. “Unleashing the Potential: Enhancing Technology Adoption and Innovation for Micro, Small and Medium-Sized Enterprises (MSMEs).” Cogent Economics and Finance 11(2). https://doi.org/10.1080/23322039.2023.2267748.
Martínez-Peláez, Rafael et al. 2023. “Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology.” Sustainability (Switzerland) 15(14).
N, Vydeshwari. 2024. “A Study on Impact of Digital Marketing in Brand Awareness.” Interantional Journal of Scientific Research in Engineering and Management 8(5): 1–5.
Rosário, Albérico, and Ricardo Raimundo. 2021. “Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review.” Journal of Theoretical and Applied Electronic Commerce Research 16(7): 3003–24.
Saad, Nourhan Ah, Sara Elgazzar, and Sonja Mlaker Kac. 2022. “Investigating the Impact of Resilience, Responsiveness, and Quality on Customer Loyalty of MSMEs: Empirical Evidence.” Sustainability (Switzerland) 14(9).
Sagala, Gaffar Hafiz, and Dóra Őri. 2024. Information Systems and e-Business Management Toward SMEs Digital Transformation Success: A Systematic Literature Review. Springer Berlin Heidelberg. https://doi.org/10.1007/s10257-024-00682-2.
Thrassou, Alkis, Naziyet Uzunboylu, Demetris Vrontis, and Michael Christofi. 2020. “Digitalization of SMEs: A Review of Opportunities and Challenges BT - The Changing Role of SMEs in Global Business: Volume II: Contextual Evolution Across Markets, Disciplines and Sectors.” In eds. Alkis Thrassou et al. Cham: Springer International Publishing. CHAP, 179–200. https://doi.org/10.1007/978-3-030-45835-5_9.
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2024 Muh. Husriadi, Usman. M, La Ode Andi Rahmat Mulya, Citra Ayu Ningsi (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
