MARKETING STRATEGY THROUGH SOCIAL MEDIA IN INCREASING UMKM PRODUCT SALES VOLUME IN MASAMBA DISTRICT

Nuraini, Nuraini and M Anwar, Suhardi and Pajarianto, Hadi (2025) MARKETING STRATEGY THROUGH SOCIAL MEDIA IN INCREASING UMKM PRODUCT SALES VOLUME IN MASAMBA DISTRICT. https://journal.pdmbengkulu.org/index.php/bima/issue/view/117, 6 (1). pp. 501-514. ISSN 2721-267X

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Official URL: https://doi.org/10.37638/bima.6.1.501-514

Abstract

Purpose: This study examines how social media marketing strategies influence the sales performance of Micro, Small, and Medium Enterprises (MSMEs) in Masamba District, Indonesia. Methodology: A quantitative approach was used, collecting data from 100 MSME owners through structured questionnaires. Data were analyzed using multiple linear regression. Results: General marketing strategies had no significant effect on sales (p > 0.05). However, the use of Facebook and WhatsApp showed a positive, statistically significant impact (p < 0.05). Findings: Integrating Facebook and WhatsApp into marketing efforts significantly increased sales. Targeted use of specific platforms was more effective than broad marketing approaches. Novelty: It emphasizes the unique effectiveness of Facebook and WhatsApp in supporting small business growth, especially in rural areas.Originality: This study adds to literature on digital marketing's role in rural Indonesian MSMEs, highlighting social media as a key sales driver. Conclusion: While general marketing efforts have minimal impact, focusing on specific social media platforms like Facebook and WhatsApp can substantially improve MSME sales performance. Type of Paper: Reseach Article

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