MARKETING STRATEGY THROUGH SOCIAL MEDIA IN INCREASING UMKM PRODUCT SALES VOLUME IN MASAMBA DISTRICTT
DOI:
https://doi.org/10.37638/bima.6.1.501-514Abstract
Purpose: This research examines how social media marketing strategies influence the sales performance of MSMEs in the Masamba District. Methodology: Applying a quantitative approach, the study gathered data from 100 respondents selected through purposive sampling using questionnaires, and analyzed the results using multiple linear regression. Results: The overall marketing strategy did not have a significant influence on sales. In contrast, the utilization of Facebook and WhatsApp showed a positive and significant effect. Findings: When considered together, the marketing strategy along with Facebook and WhatsApp usage has a significant impact on sales volume. Focused utilization of these platforms is more effective than generalized marketing approaches. Originality: This research fills a void in the literature regarding the effectiveness of digital marketing among MSMEs in rural areas of Indonesia. Novelty: It highlights the distinct contributions of Facebook and WhatsApp as powerful tools for driving sales. Conclusion: While general strategies have limited impact, the strategic use of Facebook and WhatsApp can greatly enhance MSME performance. Type of Paper: Empirical research paper.References
Armin, Farid, & Nurfidah. (2023). Pengaruh Media Sosial Facebook Dan Whatsapp Dalam Meningkatkan Volume Penjualan Pada Toko Karya Baru ( Study Kasus Di Desa Tente Kecamatan Woha Kabupaten Bima ) Tahun 2022. Business Management, 2(1), 10–22.
Br Sibuea, A. M. E., & Kando, L. (2021). Analisis Strategi Pemasaran Melalui Media Sosial Dalam Mempertahankan Tingkat Loyalitas Pelanggan Pada Toko Marmel Florist Medan. Jurnal Global Manajemen, 10(1), 76. https://doi.org/10.46930/global.v10i1.1779
Dwi, T., Sukma, F., & Mesra, R. (2024). Kontribusi Perempuan Dalam Memajukan Perekonomian Melalui UMKM Di Kecamatan Jetis. 1, 397–410.
Fatha, M. A. Al, Anwar, S. M., & Hasbi, A. R. (2023). Analisis Strategi Pemasaran Melalui Pemasaran Online Untuk Meningkatkan Minat Beli Konsumen di Soft Coffee Masamba. Journal of Management & Business, 6(1), 1–5. https://doi.org/10.37531/sejaman.v6i1.3742
Fitria, A. N., & Christina, C. (2023). Analisis Pengaruh Social Media Marketing Instagram, Word of Mouth Dan Lokasi Terhadap Keputusan Pembelian Konsumen Fesyen Noor. Performa, 8(2), 136–146. https://doi.org/10.37715/jp.v8i2.2033
Ilmiah, J., Nias, M., & Raya, U. N. (2022). (7,335)> t. 5(X).
Koten, F. P. N., Jufriansah, A., & Hikmatiar, H. (2022). Analisis Penggunaan Aplikasi Whatsapp sebagai Media Informasi dalam Pembelajaran: Literature Review. Jurnal Ilmu Pendidikan (JIP) STKIP Kusuma Negara, 14(1), 72–84. https://doi.org/10.37640/jip.v14i1.1409
Lestari, A. D., & Dwiridotjahjono, J. (2023). Analisis Strategi Pemasaran dalam Meningkatkan Volume Penjualan pada UMKM Cake Pisang Raja Impian Tuban. J-MAS (Jurnal Manajemen Dan Sains), 8(1), 203. https://doi.org/10.33087/jmas.v8i1.954
Liedfray, T., Waani, F. J., & Lasut, J. J. (2022). Peran Media Sosial Dalam Mempererat Interaksi Antar Keluarga Di Desa Esandom Kecamatan Tombatu Timur Kabupaten Tombatu Timur Kabupaten Minasa Tenggara. Jurnal Ilmiah Society, 2(1), 2. https://ejournal.unsrat.ac.id/v3/index.php/jurnalilmiahsociety/article/download/38118/34843/81259
Nabilla, A. G., & Antje Tuasela. (2021). Strategi Pemasaran Dalam Upaya Meningkatkan Pendapatan Pada DIVA Karaoke Rumah Bernyanyi di Kota Mika. Kritis, 5(2), 1.
Nurizki, M., Riono, S. B., Syaifulloh, M., & Sucipto, H. (2023). Pengaruh Modal Usaha dan Strategi Pemasaran terhadap Volume Penjualan pada Pelaku UMKM Mitra Mandiri Brebes. 11(1), 1–8.
Purwanti, I., Winarto, W. W. A., & Sucianti, N. (2021). Pemberdayaan Wirausahawan Muda Melalui Pelatihan Penyusunan Studi Kelayakan Usaha, Proposal Usaha dan Analisis Laporan Keuangan di Kabupaten Pemalang, Jawa Tengah. Jumat Ekonomi: Jurnal Pengabdian Masyarakat, 2(3), 132–137. https://doi.org/10.32764/abdimas_ekon.v2i3.2099
Ruth Dora Yunia Kopi, Marthen Sangkide, Yulian Rinawaty Taaha, Sanny Feria Juliana, & Feliks Arfid Guampe. (2024). Manfaat Media Sosial Facebook dalam Meningkatkan Volume Penjualan pada Usaha Online Shop Preloved Merry Shop. Akuntansi 45, 5(1), 71–85. https://doi.org/10.30640/akuntansi45.v5i1.2428
Saputra, N., Marliani, S., & Yuliawati, J. (2023). Penerapan Media Digital dalam Penjualan untuk Meningkatkan Pendapatan UMKM Bolu Kijing di Desa Jayamakmur Kecamatan Jayakerta Kabupaten Karawang. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(3), 3596–3606. https://doi.org/10.47467/alkharaj.v6i3.5294
Sedyastuti, K. (2018). Analisis Pemberdayaan UMKM Dan Peningkatan Daya Saing Dalam Kancah Pasar Global. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 2(1), 117–127. https://doi.org/10.31842/jurnal-inobis.v2i1.65
Syaharullah, Yahya, M., & Syarif, A. (2021). Penggunaan Facebook Dalam Promosi Produk Barang Jadi. Jurnal Kajian Islam Kontemporer, 12(2), 27–38.
Syamsuri, A. S., Ikbal, M., & Mustafa, S. W. (2024). Pengaruh Umkm Berbasis Digital Terhadap Penyerapan Tenaga Kerja Di Kec. Masamba, Kab. Luwu Utara. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 2249–2260. https://doi.org/10.31955/mea.v8i2.4283
Tambunan, Willy, A. al. (2021). Analisis Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Pada Café Haagendazs Beachwalk Kuta. Jurnal Stie Semarang …, 7(1), 48–59. http://jurnal3.stiesemarang.ac.id/index.php/jurnal/article/view/499
Yuni Maimuna, Diamond Limbong, & Sriayu Pracita. (2022). Meningkatkan Keterlibatan Perempuan Dalam Pengembangan UMKM Berbasis Pengetahuan Khas Perempuan Kota Kendari. Jurnal Ekonomi, 27(3), 399–416. https://doi.org/10.24912/je.v27i3.1114
Downloads
Published
Issue
Section
License
An author who publishes in the BIMA JOURNAL: Business, Management, and Accounting Journal agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
BIMA JOURNAL: Business, Management and Accounting is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
Share — copy and redistribute the material in any medium or format
Adapt — remix, transform, and build upon the material
for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
- You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
- No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
