Analysis of the Utilization of E-commerce and Social Media on Marketing System of Micro, Small and Medium Enterprises
Abstract
Micro, Small and Medium Enterprises (MSMEs) have an important role in the economy in Indonesia. Nowadays, customers are starting to use social media to find various information about a particular brand before making a purchase. Therefore, it is good to consider marketing strategies through e-commerce and social media. This study examines the effect of using E-Commerce and social media in the marketing system of MSMEs among teenagers to increase sales. Data was collected from 252 teenagers in Indonesia through questionnaire distribution and hypotheses were estimated using PLS-SEM with Smart-PLS 4.0. The findings show that MSME players have begun to utilize e-commerce and social media to market their products, some MSME players have mastered various types of features in social media and one of the factors that determine how social media and e-commerce work can be managed properly which has implications for the possibility of increasing sales, proper management to influence the potential for increased sales, good management of social media and e-commerce is also recognized by MSMEs as beneficial in increasing sales among teenagers
References
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Buchanan, L., Yeatman, H., Kelly, B., & Kariippanon, K. (2018). A thematic content analysis of how marketers promote energy drinks on digital platforms to young Australians. Australian and New Zealand Journal of Public Health, 42(6), 530–531. https://doi.org/10.1111/1753-6405.12840
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Flint, D. J., Blocker, C. P., & Boutin, P. J. (2011). Customer value anticipation, customer satisfaction and loyalty: An empirical examination. Industrial Marketing Management, 40(2), 219–230. https://doi.org/10.1016/j.indmarman.2010.06.034
Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570–582. https://doi.org/10.1111/poms.12043
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Javed, S., Rashidin, M. S., & Xiao, Y. (2022). Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model. Economic Research-Ekonomska Istrazivanja , 35(1), 1183–1210. https://doi.org/10.1080/1331677X.2021.1960578
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Kasiri, L. A., Guan Cheng, K. T., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35(June 2016), 91–97. https://doi.org/10.1016/j.jretconser.2016.11.007
Khan, U., An, Z. Y., & Imran, A. (2020). A Blockchain Ethereum Technology-Enabled Digital Content: Development of Trading and Sharing Economy Data. IEEE Access, 8, 217045–217056. https://doi.org/10.1109/ACCESS.2020.3041317
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Korda, H., & Itani, Z. (2013). Harnessing Social Media for Health Promotion and Behavior Change. Health Promotion Practice, 14(1), 15–23. https://doi.org/10.1177/1524839911405850
Kusuma, B. A., & Putri, B. P. S. P. (2019). Pengaruh Social Media Marketing terhadap Brand Equity. Jim Upb, 7(1), 33–37. https://doi.org/10.33884/jimupb.v7i1.904
Li, Z., & Suping, W. (2020). China’s Digital Content Publishing Industry: The 2019 Annual Report on Investment Insights and Market Trends. Publishing Research Quarterly, 36(2), 258–283. https://doi.org/10.1007/s12109-020-09717-1
Liat, C. B., Mansori, S., & Huei, C. T. (2014). The Associations Between Service Quality, Corporate Image, Customer Satisfaction, and Loyalty: Evidence From the Malaysian Hotel Industry. Journal of Hospitality Marketing and Management, 23(3), 314–326. https://doi.org/10.1080/19368623.2013.796867
Maftuchah, V. (2020). Analysis of the Influence of Price and Promotion on Buying Interest in Lpg Bright Gas at PT Jaya Gas Indonesia. Akrab Juara: Journal of Social Sciences, 5(1), 203–209.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Maulana, S. M., Susilo, H., & Riyadi. (2015). Implementation of E-Commerce as an Online Sales Media. Journal of Business Administration, 29(1), 1–9.
Mujiyana, M., & Elissa, I. (2013). Analysis of factors that influence online purchase decisions in online stores. J@Ti Undip : Journal of Industrial Engineering, 8(3), 143–152. https://doi.org/10.12777/jati.8.3.143-152
Muniroh, L., H., & Marlina, A. (2017). The Benefits of Social Media Use on Increasing Bag Sales to Bag Artisans in Ciampea. Innovator, 6(2), 57. https://doi.org/10.32832/inovator.v6i2.1046
Nicolaou, C. (2021). Media trends and prospects in educational activities and techniques for online learning and teaching through television content: Technological and digital socio-cultural environment, generations, and audiovisual media communications in education. Education Sciences, 11(11). https://doi.org/10.3390/educsci11110685
Prihadi, D., & Susilawati, A. D. (2018). The Influence of E-Commerce and Promotion Skills on Social Media on Marketing Performance. Benefit: Journal of Management and Business, 3(1), 15. https://doi.org/10.23917/benefit.v3i1.5647
Rao, S., Goldsby, T. J., Griffis, S. E., & Iyengar, D. (2011). Electronic logistics service quality (e-LSQ): Its impact on the customer’s purchase satisfaction and retention. Journal of Business Logistics, 32(2), 167–179. https://doi.org/10.1111/j.2158-1592.2011.01014.x
Rocha, R., & Cobo, Á. (2011). Feature selection strategies for automated classification of digital media content. Journal of Information Science, 37(4), 418–428. https://doi.org/10.1177/0165551511412028
Scott, M. (2015). Re-theorizing social network analysis and environmental governance: Insights from human geography. Progress in Human Geography, 39(4), 449–463. https://doi.org/10.1177/0309132514554322
Setiawati, S. D., Fitriawati, D., & Retnasari, M. (2019). The application of Digital branding for Micro, Small and Medium Enterprises. Journal of Social & Community Service, 1(1), 11–18.
Shahid Iqbal, M., Ul Hassan, M., & Habibah, U. (2018). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business and Management, 5(1). https://doi.org/10.1080/23311975.2018.1423770
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8
Skulimowski, A. M. J. (2017). Cognitive content recommendation in digital knowledge repositories - A survey of recent trends. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 10246 LNAI, 574–588. https://doi.org/10.1007/978-3-319-59060-8_52
Sumawardani, Pmaria M Minarsh, & M Mukeri Warso. (2016). MAINTENANCE OF SERVICE QUALITY, DESIGN, AND PRICE TO CUSTOMER SATISFACTION WHICH HAS AN IMPACT ON INCREASING SALES AT THE TEACHING FACTORY GRADASI SEMARANG PRINTING HOUSE. Journal of Management, 2(2).
Wibowo, B. S., & Haryokusumo, D. (2020). Capturing Opportunities in the Industrial Revolution 4.0: E-Commerce, Digital Marketing, Prestige, and Instant Online Buying. Jurnal Dinamika Manajemen, 11(2), 198–206. https://doi.org/10.15294/jdm.v11i2.24507
Antón-Sancho, Á., Vergara, D., Lamas-álvarez, V. E., & Fernández-Arias, P. (2021). Digital content creation tools: American university teachers’ perception. Applied Sciences (Switzerland), 11(24). https://doi.org/10.3390/app112411649
Arianto, B. (2019). Social Media Buzzer and Branding of MSME Products in the Special Region of Yogyakarta. Journal of Dewantara MSMEs, 2(1), 27–46. https://www.researchgate.net/publication/338113639
Aribawa, D. (2016). E-commerce strategic business environment analysis in Indonesia. International Journal of Economics and Financial Issues, 6(6Special Issue), 130–134.
Bălan, C. (2014). Dave CHAFFEY, digital business and E-commerce management: Strategy, implementation and practice. Management and Marketing, 9(3), 379–381.
Buchanan, L., Yeatman, H., Kelly, B., & Kariippanon, K. (2018). A thematic content analysis of how marketers promote energy drinks on digital platforms to young Australians. Australian and New Zealand Journal of Public Health, 42(6), 530–531. https://doi.org/10.1111/1753-6405.12840
Cahya, A. D., Aqdella, F. A., Jannah, A. Z., & Setyawati, H. (2021). Utilizing the marketplace as a promotional medium to increase sales in the midst of the Covid-19 pandemic. SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business, 4(3), 503–510. https://doi.org/10.37481/sjr.v4i3.329
Danita, B., & Callie, A. (2023). Implementation of digital marketing to increase customer satisfaction. Journal of Public Relations Services, 1(1), 1–17.
Febriantoro, W. (2018). Study and Strategies to Support the Development of E-Commerce for MSMEs in Indonesia. MANAGERIAL JOURNAL, 17(2), 184. https://doi.org/10.17509/manajerial.v17i2.10441
Firmansyah, K., Fadhli, K., Noviandy, I. A., & Rini, S. (2020). Introduction of Social Media and E-Commerce as Marketing Media and Packaging of Frozen Food. Economic Friday: Journal of Community Service, 1(1), 43–48.
Flint, D. J., Blocker, C. P., & Boutin, P. J. (2011). Customer value anticipation, customer satisfaction and loyalty: An empirical examination. Industrial Marketing Management, 40(2), 219–230. https://doi.org/10.1016/j.indmarman.2010.06.034
Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570–582. https://doi.org/10.1111/poms.12043
Hayran, C., & Anik, L. (2021). Well‐being and fear of missing out (Fomo) on digital content in the time of covid‐19: A correlational analysis among university students. International Journal of Environmental Research and Public Health, 18(4), 1–13. https://doi.org/10.3390/ijerph18041974
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. In Sustainable Production and Consumption (Vol. 25). Elsevier B.V. https://doi.org/10.1016/j.spc.2020.07.019
Javed, S., Rashidin, M. S., & Xiao, Y. (2022). Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model. Economic Research-Ekonomska Istrazivanja , 35(1), 1183–1210. https://doi.org/10.1080/1331677X.2021.1960578
Kabanda, S. (2011). “E-Commerce Institutionalization is not for us”: SMEs perception of E-Commerce in Tanzania. African Journal of Information Systems, 3(1), 1–16. https://login.audenciagroup.idm.oclc.org/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=87667424&site=ehost-live
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
Kasiri, L. A., Guan Cheng, K. T., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35(June 2016), 91–97. https://doi.org/10.1016/j.jretconser.2016.11.007
Khan, U., An, Z. Y., & Imran, A. (2020). A Blockchain Ethereum Technology-Enabled Digital Content: Development of Trading and Sharing Economy Data. IEEE Access, 8, 217045–217056. https://doi.org/10.1109/ACCESS.2020.3041317
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Korda, H., & Itani, Z. (2013). Harnessing Social Media for Health Promotion and Behavior Change. Health Promotion Practice, 14(1), 15–23. https://doi.org/10.1177/1524839911405850
Kusuma, B. A., & Putri, B. P. S. P. (2019). Pengaruh Social Media Marketing terhadap Brand Equity. Jim Upb, 7(1), 33–37. https://doi.org/10.33884/jimupb.v7i1.904
Li, Z., & Suping, W. (2020). China’s Digital Content Publishing Industry: The 2019 Annual Report on Investment Insights and Market Trends. Publishing Research Quarterly, 36(2), 258–283. https://doi.org/10.1007/s12109-020-09717-1
Liat, C. B., Mansori, S., & Huei, C. T. (2014). The Associations Between Service Quality, Corporate Image, Customer Satisfaction, and Loyalty: Evidence From the Malaysian Hotel Industry. Journal of Hospitality Marketing and Management, 23(3), 314–326. https://doi.org/10.1080/19368623.2013.796867
Maftuchah, V. (2020). Analysis of the Influence of Price and Promotion on Buying Interest in Lpg Bright Gas at PT Jaya Gas Indonesia. Akrab Juara: Journal of Social Sciences, 5(1), 203–209.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Maulana, S. M., Susilo, H., & Riyadi. (2015). Implementation of E-Commerce as an Online Sales Media. Journal of Business Administration, 29(1), 1–9.
Mujiyana, M., & Elissa, I. (2013). Analysis of factors that influence online purchase decisions in online stores. J@Ti Undip : Journal of Industrial Engineering, 8(3), 143–152. https://doi.org/10.12777/jati.8.3.143-152
Muniroh, L., H., & Marlina, A. (2017). The Benefits of Social Media Use on Increasing Bag Sales to Bag Artisans in Ciampea. Innovator, 6(2), 57. https://doi.org/10.32832/inovator.v6i2.1046
Nicolaou, C. (2021). Media trends and prospects in educational activities and techniques for online learning and teaching through television content: Technological and digital socio-cultural environment, generations, and audiovisual media communications in education. Education Sciences, 11(11). https://doi.org/10.3390/educsci11110685
Prihadi, D., & Susilawati, A. D. (2018). The Influence of E-Commerce and Promotion Skills on Social Media on Marketing Performance. Benefit: Journal of Management and Business, 3(1), 15. https://doi.org/10.23917/benefit.v3i1.5647
Rao, S., Goldsby, T. J., Griffis, S. E., & Iyengar, D. (2011). Electronic logistics service quality (e-LSQ): Its impact on the customer’s purchase satisfaction and retention. Journal of Business Logistics, 32(2), 167–179. https://doi.org/10.1111/j.2158-1592.2011.01014.x
Rocha, R., & Cobo, Á. (2011). Feature selection strategies for automated classification of digital media content. Journal of Information Science, 37(4), 418–428. https://doi.org/10.1177/0165551511412028
Scott, M. (2015). Re-theorizing social network analysis and environmental governance: Insights from human geography. Progress in Human Geography, 39(4), 449–463. https://doi.org/10.1177/0309132514554322
Setiawati, S. D., Fitriawati, D., & Retnasari, M. (2019). The application of Digital branding for Micro, Small and Medium Enterprises. Journal of Social & Community Service, 1(1), 11–18.
Shahid Iqbal, M., Ul Hassan, M., & Habibah, U. (2018). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business and Management, 5(1). https://doi.org/10.1080/23311975.2018.1423770
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8
Skulimowski, A. M. J. (2017). Cognitive content recommendation in digital knowledge repositories - A survey of recent trends. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 10246 LNAI, 574–588. https://doi.org/10.1007/978-3-319-59060-8_52
Sumawardani, Pmaria M Minarsh, & M Mukeri Warso. (2016). MAINTENANCE OF SERVICE QUALITY, DESIGN, AND PRICE TO CUSTOMER SATISFACTION WHICH HAS AN IMPACT ON INCREASING SALES AT THE TEACHING FACTORY GRADASI SEMARANG PRINTING HOUSE. Journal of Management, 2(2).
Wibowo, B. S., & Haryokusumo, D. (2020). Capturing Opportunities in the Industrial Revolution 4.0: E-Commerce, Digital Marketing, Prestige, and Instant Online Buying. Jurnal Dinamika Manajemen, 11(2), 198–206. https://doi.org/10.15294/jdm.v11i2.24507
Published
2024-10-07
How to Cite
SETIAWAN, Ananda; NABELA, Aqlin Neswan; JULIANTRI, Paulina.
Analysis of the Utilization of E-commerce and Social Media on Marketing System of Micro, Small and Medium Enterprises.
Soedirman Economics Education Journal, [S.l.], v. 6, n. 2, p. 80-94, oct. 2024.
ISSN 2686-6277.
Available at: <https://jos.unsoed.ac.id/index.php/seej/article/view/12697>. Date accessed: 12 mar. 2025.
doi: https://doi.org/10.32424/seej.v6i2.12697.
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