Implementing Social Media as Product Marketing Tools for SMEs in Society 5.0 Era (Case: Regency of Gowa)

Wahid

doi:10.55927/fjas.v2i7.4893

Authors

Wahid Departemen Bisnis Digital, Universitas Megarezky

DOI:

https://doi.org/10.55927/fjas.v2i7.4893

Keywords:

Digital Business, Social Media Marketing, SMEs, Society 5.0

Abstract

This research aims to explore the potential of social media marketing (SMM) in boosting the performance of small and medium-sized enterprises (SMEs) in various food court areas. The study utilizes qualitative research methodology, collecting data through interviews with SME owners who operate in different locations. The findings indicate that while social media offers numerous benefits for marketing, many SME owners face challenges in utilizing it effectively. The respondents emphasize the need for training and development programs to enhance their digital literacy skills and enable them to leverage modern marketing platforms. The study highlights the importance of government support, educational institutions, and training centers in providing digital literacy education to SME owners.

Downloads

Download data is not yet available.

Author Biography

Wahid, Departemen Bisnis Digital, Universitas Megarezky

References

Agit, A., Hasmawati, H., Sahurri, S., Yunus, S., & Syukri, F. (2023). Peran dan Kontribusi Teknologi dalam Menunjang Potensi Ekonomi Masyarakat di Wilayah Pedesaan. Seminar Nasional Kewirausahaan Dan Pariwisata (SNPK), 263–272.

Chatterjee, S., & Kumar Kar, A. (2020). Why do Small and Medium Enterprises Use Social Media Marketing and What is The Impact: Empirical Insights from India. International Journal of Information Management, 53. https://doi.org/10.1016/j.ijinfomgt.2020.102103

Chen, S. C., & Lin, C. P. (2019). Understanding The Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025

Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The Influence of Perceived Social Media Marketing Elements on Consumer–Brand Engagement and Brand Knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262

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.

https://doi.org/10.1016/j.ijinfomgt.2020.102168

Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742

Fattah, T. K., & Salman, P. (2021). Actualization of Digital Marketing Society 5.0 on MSMES of Sasirangan Cloth in Village Sasirangan in Banjarmasin City. International Journal of Research in Vocational Studies (IJRVOCAS), 1(3), 62–67. https://doi.org/10.53893/ijrvocas.v1i3.55

Hysa, B., Karasek, A., & Zdonek, I. (2021). Social Media Usage By Different Generations as A Tool For Sustainable Tourism Marketing in Society 5.0 Idea. Sustainability (Switzerland), 13(3), 1–27. https://doi.org/10.3390/su13031018

Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A Comparison of Social Media Marketing Between B2B, B2C and Mixed Business Models. Industrial Marketing Management, 81, 169–179. https://doi.org/10.1016/j.indmarman.2018.01.001

Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social Media Marketing: Who is Watching the Watchers? Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.03.001

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence and Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, and Future Agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3

Liu, X., Shin, H., & Burns, A. C. (2021). Examining The Impact of Luxury Brand’s Social Media Marketing on Customer Engagement: Using Big Data Analytics and Natural Language Processing. Journal of Business Research, 125, 815–826. https://doi.org/10.1016/j.jbusres.2019.04.042

Mason, A. N., Narcum, J., & Mason, K. (2021). Social Media Marketing Gains Importance After Covid-19. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797

Novianti, D., & Alamsyah, A. (2023). Improving Sales Rate Through Social Media Marketing Strategy For Small Business. ANALISIS, 13(1), 167–180. https://doi.org/10.37478/als.v13i1.2531

Oktavianty, & Alamsyah. (2023). Strategi Penguatan Brand Image Produk Melalui Social Media Marketing Pada Usaha Mikro. Jurnal Pengabdian Kepada Masyarakat Nusantara, 4(1), 62–69.

Oktavianty, O., & Agit, A. (2023). Penerapan Penggunaan E-Payment Sebagai Upaya Peningkatan Adaptabilitas UMKM Terhadap Transformasi Digital. DEDIKASI PKM, 4(2), 232–243.

Oktavianty, O., Wahid, W., Farhan, A., & Alamsyah, A. (2022). Impact of E-Marketing in Supporting MSMEs After Covid-19 Pandemic. Eqien-Jurnal Ekonomi Dan Bisnis, 11(4), 1–7.

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social Media Marketing: Comparative Effect of Advertisement Sources. Journal of Retailing and Consumer Services, 46, 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001

Voorveld, H. A. M. (2019). Brand Communication in Social Media: A Research Agenda. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808

Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social Media Influencer Marketing: A Systematic Review, Integrative Framework and Future Research Agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647

Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking The Relationship Between Social Media Marketing and Brand Equity: The Mediating Role of Consumers’ Benefits and Experience. Journal of Business Research, 117, 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001