PDF Get rights and content
Articles | 2023-06-30

Marketing Strategy For MSMEs In The Digital Era

Novieyanti, Mulya Rafika, Bhakti Helvi Rambe
Quantitative Economics and Management Studies, Vol. 4 No. 3 (2023), pp. 509-515 https://doi.org/10.35877/454RI.qems1670 Published: 2023-06-30
Get Permissions

Abstract

The purpose of this research is to find out how to increase income through social media such as social media, influencers and live streaming to increase sales to MSMEs. This study uses a quantitative approach that tests numbers and analyzes statistical tests, collects data, uses a sample of 100 respondents to get valid answers. The results of this study indicate that digital marketing or social media has a significant effect on increasing income at MSMEs, influencers have a significant effect on increasing income on MSMEs, and the last variable, namely live streaming, has a positive and significant effect on increasing income at MSMEs. The development of technology is currently very rapid and very influential for people in the business world. MSMEs must be able to compete and carry out business strategies in order to win the competition. By taking advantage of advances in digital technology, MSME actors can spread their product promotions on online shopping sites such as social media and so on, by creating useful and interesting video content and also using models as promotional tools for their products in an effort to attract customers to buy a product.

Keywords

Social Media, Influencer, Live Streaming, Increased Revenue

References (17)

  1. Anisykurlillah, I., & Rezqika, B. (2019). Faktor yang mempengaruhi implementasi SAK ETAP pada UMKM dengan ketidakpastian lingkungan sebagai variabel moderasi. Jurnal Riset Keuangan Dan Akuntansi, 5(1).
  2. Arfan, N., & Hasan, H. A. (2022). Penerapan Digital Marketing dalam Upaya Peningkatan Pendapatan Usaha Mirko Kecil dan Menengah. Iltizam Journal of Shariah Economic Research, 6(2), 212–224.
  3. Arifin, M. Y. (2015). Pengaruh pengeluaran pemerintah sektor kesehatan, pengeluaran pemerintah sektor pendidikan dan pertumbuhan ekonomi terhadap indeks pembangunan manusia Jawa Timur 2006-2013.
  4. Aunia, F., Choiriyah, C., Rasmanah, M., Duku, S., & Yahya, A. H. (2022). PENGARUH INSTAGRAM FASHION INFLUENCER TERHADAP GAYA BUSANA MUSLIM MAHASISWI PRODI JURNALISTIK UIN RADEN FATAHPALEMBANG. Tabayyun, 3(1), 11–23.
  5. Endarwati, E. T., & Ekawarti, Y. (2021). EFEKTIFITAS PENGGUNAAN SOSIAL MEDIA TIK TOK SEBAGAI MEDIA PROMOSI DITINJAU DARI PERSPEKTIF BUYING BEHAVIORS. Management Development and Applied Research Journal, 4, 112–120.
  6. Ghazali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23 Edisi 8. In Badan Penerbit Undip: Semarang.
  7. Ho, C. I., Liu, Y., & Chen, M. C. (2022). Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective. Information (Switzerland), 13(5), 1–19. https://doi.org/10.3390/info13050239
  8. Iswantoro Afiful Hudha. (2021). Keterjangkauan Teknologi Informasi Dalam Live Streaming Shopping Untuk Menciptakan Minat Pembelian Pada E-Commerce Shopee. http://eprints.ums.ac.id/id/eprint/98365%0Ahttp://eprints.ums.ac.id/98365/16/np iswantoro %28Mnj%29 r.pdf
  9. Kim, D., Moon, C. W., & Shin, J. (2018). Linkages between empowering leadership and subjective well-being and work performance via perceived organizational and co-worker support. Leadership & Organization Development Journal, 39, 844–858. https://doi.org/10.1108/LODJ-06-2017-0173
  10. Kimura, R. K., Pinochet, L. H. C., & de Azevedo, M. C. (2016). digital analytics tools and their predictive power on performance: An analysis of the Brazilian auto market. Revista Brasileira de Marketing, 15(2), 220–236. https://doi.org/10.5585/remark.v15i2.3216

How to Cite

Novieyanti, N., Rafika, M., & Rambe, B. H. (2023). Marketing Strategy For MSMEs In The Digital Era. Quantitative Economics and Management Studies, 4(3), 509–515. https://doi.org/10.35877/454RI.qems1670