Transformation Of The MSMe Business Of Processed Chicken Grilled Today Through Digital Media Based Marketing Communications
DOI:
https://doi.org/10.62872/bmz8qf63Keywords:
MSMEs, Digital Media, MarketingAbstract
This study discusses the business transformation of the Modern Fried Chicken MSME through digital media-based marketing communication strategies amidst increasingly tight competition and technological developments. The purpose of this study is to examine the impact of using social media, such as Instagram and Facebook, on increasing brand awareness, customer interaction, and loyalty and sales. This study uses a qualitative method with a case study approach on the Modern Crushed Chicken UMKM, with data collection techniques in the form of in-depth interviews and digital content analysis. The results of the study show that the use of social media effectively increases market reach, customer engagement, and contributes directly to increasing short-term sales and long-term customer loyalty. This finding emphasizes the importance of adopting digital communication strategies in supporting the growth of MSMEs in the digital era. The implications of this research provide practical insights for MSMEs in utilizing digital technology to strengthen competitiveness and improve business performance.
Downloads
References
Anatan, Lina, and Nur Nur. 2022. “A Review of MSME’s Competitiveness in Indonesia.”
Ao, Lie, Rohit Bansal, Nishita Pruthi, and Muhammad Bilawal Khaskheli. 2023. “Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis.” Sustainability (Switzerland) 15(3): 1–15.
Baral, Manish Mohan et al. 2023. “Analysis of Factors Impacting Firm Performance of MSMEs: Lessons Learnt from COVID-19.” Benchmarking: An International Journal 30(6): 1942–65. https://doi.org/10.1108/BIJ-11-2021-0660.
Bashar, Abu, Mohammad Wasiq, Brighton Nyagadza, and Eugine Tafadzwa Maziriri. 2024. “Emerging Trends in Social Media Marketing: A Retrospective Review Using Data Mining and Bibliometric Analysis.” Future Business Journal 10(1). https://doi.org/10.1186/s43093-024-00308-6.
Buzeta, Cristian, Patrick De Pelsmacker, and Nathalie Dens. 2023. “Sales Promotion Posts Across Different Social Media: A Text-Based Analysis BT - Advances in Advertising Research (Vol. XII): Communicating, Designing and Consuming Authenticity and Narrative.” In eds. Alexandra Vignolles and Martin K J Waiguny. Wiesbaden: Springer Fachmedien Wiesbaden. CHAP, 1–22. https://doi.org/10.1007/978-3-658-40429-1_1.
Cioppi, Marco, Ilaria Curina, Barbara Francioni, and Elisabetta Savelli. 2023. 2023 Italian Journal of Marketing Digital Transformation and Marketing: A Systematic and Thematic Literature Review. Springer International Publishing. https://doi.org/10.1007/s43039-023-00067-2.
Dávila Espuela, Nélida, Maria Dolores Reina Paz, and Amaya Erro-Garcés. 2024. “The Usage Time of Social Media as a Predictor of Customer Loyalty.” Current Psychology 43(36): 28694–709. https://doi.org/10.1007/s12144-024-06399-2.
Dwivedi, Yogesh K., Elvira Ismagilova, Nripendra P. Rana, and Ramakrishnan Raman. 2023. “Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review.” Information Systems Frontiers 25(3): 971–93.
Franck, Romain, and Maud Dampérat. 2021. “Studying the Influence of Social Media Use on Sales Performance: The Role of Relational Mediators BT - Social Computing and Social Media: Applications in Marketing, Learning, and Health.” In ed. Gabriele Meiselwitz. Cham: Springer International Publishing. CONF, 86–97.
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).
Ghorbani, Zahra et al. 2022. “Trends and Patterns in Digital Marketing Research: Bibliometric Analysis.” Journal of Marketing Analytics 10(2): 158–72. https://doi.org/10.1057/s41270-021-00116-9.
Giombi, Kristen et al. 2022. “The Impact of Interactive Advertising on Consumer Engagement, Recall, and Understanding: A Scoping Systematic Review for Informing Regulatory Science.” PLOS ONE 17(2): e0263339. https://doi.org/10.1371/journal.pone.0263339.
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.
Jadhav, Gauri Girish, Shubhangi Vitthal Gaikwad, and Dhananjay Bapat. 2023. “A Systematic Literature Review: Digital Marketing and Its Impact on SMEs.” Journal of Indian Business Research 15(1): 76–91. https://doi.org/10.1108/JIBR-05-2022-0129.
Jai, Tunmin Catherine, Xiao Tong, and Hsiangting Shatina Chen. 2022. “Building Brand Loyalty on Social Media: Theories, Measurements, Antecedents, and Consequences.” Journal of Brand Management 29(1): 35–57. https://doi.org/10.1057/s41262-021-00252-8.
Kawane, Tomo et al. 2024. “Digitization as an Adaptation and Resilience Measure for MSMEs amid the COVID-19 Pandemic in Japan: Lessons from the Food Service Industry for Collaborative Future Engagements.” Sustainability (Switzerland) 16(4).
Langsrud, Solveig et al. 2020. “Cooking Chicken at Home: Common or Recommended Approaches to Judge Doneness May Not Assure Sufficient Inactivation of Pathogens.” PLOS ONE 15(4): e0230928. https://doi.org/10.1371/journal.pone.0230928.
Li, Fangfang, Jorma Larimo, and Leonidas C. Leonidou. 2021. “Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, and Future Agenda.” Journal of the Academy of Marketing Science 49(1): 51–70.
Marolt, Marjeta, Hans Dieter Zimmermann, and Andreja Pucihar. 2022. “Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage.” Sustainability (Switzerland) 14(22).
Nursini, N. 2020. “Micro, Small, and Medium Enterprises (MSMEs) and Poverty Reduction: Empirical Evidence from Indonesia.” Development Studies Research. https://www.tandfonline.com/doi/abs/10.1080/21665095.2020.1823238.
de Oliveira Santini, Fernando et al. 2020. “Customer Engagement in Social Media: A Framework and Meta-Analysis.” Journal of the Academy of Marketing Science 48(6): 1211–28. https://doi.org/10.1007/s11747-020-00731-5.
Palaniswamy, Nalini, and Muruganandam Duraiswamy. 2023. “Enhancing Brand Image: Brand Trust, Brand Loyalty, and Social Media Influences on Building a Brand Image BT - Digital Economy Post COVID-19 Era.” In eds. Prashant Mishra et al. Singapore: Springer Nature Singapore. CONF, 233–43.
Raudeliuniene, Jurgita, Vida Davidavičiene, Manuela Tvaronavičiene, and Laimonas Jonuška. 2018. “Evaluation of Advertising Campaigns on Social Media Networks.” Sustainability (Switzerland) 10(4): 1–14.
Sunoko, Rahmadi, Asep Saefuddin, Marthin Nanere, and Vanessa Ratten. 2022. “Micro Small Medium Enterprises (MSMEs) and Indonesian National Economies During and Post COVID-19 BT - Entrepreneurial Innovation: Strategy and Competition Aspects.” In ed. Vanessa Ratten. Singapore: Springer Nature Singapore. CHAP, 141–50. https://doi.org/10.1007/978-981-16-4795-6_13.
TAMBUNAN, TULUS T.H. 2022. “Recent Development of Micro, Small and Medium Enterprises in Indonesia.” International Journal of Social Sciences and Management Review 6(1): 193–214.
Voramontri, Duangruthai, and Leslie Klieb. 2019. “Impact of Social Media on Consumer Behaviour.” International Journal of Information and Decision Sciences 11(3): 209–33.
Wahid, Risqo, Heikki Karjaluoto, Kimmo Taiminen, and Diah Isnaini Asiati. 2023. “Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market.” Journal of International Marketing 31(1): 106–23.
Xavier, Bibin, A Vanitha, and Ajimon George. 2024. “A Conceptual Model for the Adoption of Digital Marketing by Micro, Small, and Medium Enterprises BT - Transfer, Diffusion and Adoption of Next-Generation Digital Technologies.” In eds. Sujeet K Sharma et al. Cham: Springer Nature Switzerland. CONF, 410–20.
Zeng, Kevin J., Cheng Lu Wang, Morgan X. Yang, and Gang Li. 2023. “Editorial: Understanding Social and Psychological Effects of Social Media on Contemporary Digital Consumers.” Frontiers in Psychology 14.
Zheng, Qi. 2024. “The Impact of Data Media on Customer Spending Behavior and Consumer Psychology.” Advances in Economics, Management and Political Sciences 75(1): 172–76.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Muh. Husriadi, Bunga Kartika, Usman. M Usman. M, Amos Amos (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
