Pendampingan Pemanfaatan Digital Marketing Berbasis Media Sosial Untuk Mempertahankan Stabilitas Penjualan Pada UMKM
DOI:
https://doi.org/10.70021/dbp.v5i1.329Keywords:
Digital Marketing, social media, UMKMAbstract
Digital transformation has encouraged micro, small, and medium enterprises to adapt technology-based marketing strategies to maintain business competitiveness. This community service activity aims to improve the digital competence of MSMEs through mentoring the use of social media as a marketing tool to maintain sales stability and expand market reach. The activity was carried out on 20 MSMEs in Pelita Village through stages of observation, training, direct practice, and evaluation. The results of the activity showed an increase in the use of business accounts from 30% to 85%. The level of participant satisfaction with the program reached 90%, which indicates that the practice-based mentoring model has high effectiveness in increasing the digital marketing capacity of MSMEs. These findings indicate that the use of social media-based digital marketing can be an effective strategy in supporting business sustainability and strengthening the local economy. Keywords: MSMEs, Digital Marketing, Brand.
References
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.
Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing Social Media Driven Sales Research: Establishing Conceptual Foundations For B2b Social Selling. Industrial Marketing Management, 82, 293–308.
Cao, Y., Ajjan, H., Hong, P., & Le, T. (2018). Using social media for competitive business outcomes: An empirical study of SMEs. Journal of Advances in Management Research, 15(2), 211–235.
Chatterjee, S., Chaudhuri, R., Vrontis, D., & Thrassou, A. (2022). Digital transformation and organizational performance of SMEs: The mediating role of innovation capability. Technological Forecasting and Social Change, 176, 121424.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease Of Use, And User Acceptance Of Information Technology. MIS Quarterly, 13(3), 319–340.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting The Future Of Digital And Social Media Marketing Research: Perspectives And Research Propositions. International Journal of Information Management, 59, 102168.
Huda, M., & Prihastuti, N. A. (2022). Efektivitas Social Media Marketing Berbasis Digital Content Sebagai Upaya Umkm Go Digital. Bisman: The Journal of Business and Management, 6(1), 22–35.
Kraus, S., Breier, M., & Dasí-Rodríguez, S. (2020). The Art Of Crafting A Systematic Literature Review In Entrepreneurship Research. International Entrepreneurship and Management Journal, 16, 1023–1042.
Lamberton, C., & Stephen, A. T. (2016). A Thematic Exploration Of Digital, Social Media, And Mobile Marketing Research. Journal of Marketing, 80*(6), 146–172.
Lestari, D. A., Setyawan, R., Wibisono, G., & Abidin, M. Z. (2024). The Influence Of Digital Literacy And Social Media Utilization On The Marketing Performance Of Msmes In Indonesia. Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis, 4(2), 88–102.
Noviaristanti, S., Yunita, S. C., & Triono, S. P. H. (2023). Social Media Usage Impacts On SME’s firm Performance: Evidence from Indonesia. Indonesian Journal of Business and Entrepreneurship, 9*(2), 285–297.
Parveen, F., Jaafar, N. I., & Ainin, S. (2016). Social Media’s Impact On Organizational Performance And Entrepreneurial Orientation In Organizations. Management Decision, 54(9), 2208–2234.
Qalati, S. A., Li, W., Ahmed, N., Mirani, M. A., & Khan, A. (2021). Examining the factors affecting SME performance through social media adoption. Journal of Retailing and Consumer Services, 60, 102345.
Rahmawati, A. (2024). Social media marketing and MSME performance: Evidence from Indonesian small businesses. Jurnal Economic Resource, 8(2), 122–136.
Roosdhani, M. R., Farida, N., & Indriani, F. (2023). From likes to sales: Enhancing social media performance for Indonesian SMEs. International Journal of Business and Society, 24(3), 1157–1176.
Sabandar, M. C., Jimmy, Y., & Imran, M. (2023). The Role Of Innovation Capability And Social Media Marketing Capability In Improving Sme Performance. Jurnal Kajian Manajemen Bisnis, 12(2), 211–226.
Sulistiyowati, E., & Rahmawati, I. D. (2024). Digital Marketing Drives MSME Sales Growth in Indonesia. Indonesian Journal of Law and Economics Review, 19(2), 1–13.
Tajvidi, R., Richard, M. O., Wang, Y., & Hajli, N. (2020). Brand Co-Creation Through Social Commerce Information Sharing. Journal of Business Research, 121, 476–486.
Trainor, K. J., Andzulis, J., Rapp, A., & Agnihotri, R. (2014). Social Media Technology Usage and Customer Relationship Performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208.
Waskithoaji, Y., & Darmawan, B. A. (2022). Peran Teknologi Dalam Penggunaan Media Sosial dan Dampaknya Terhadap Kinerja UMKM. Selekta Manajemen, 1(5), 134–148.
Wibawa, B. M., Baihaqi, I., Nareswari, N., Mardhotillah, R. R., & Pramesti, F. (2022). Utilization Of Social Media And Its Impact On Marketing Performance: Evidence From Indonesian SMEs. International Journal of Business and Society, 23(2), 746–764.
Yadav, M., Joshi, Y., & Rahman, Z. (2023). Customer Engagement In Social Media Marketing: A Systematic Review And Future Research Agenda. Journal of Business Research, 165, 114098.
