Work

Effect of Social Media Marketing on Purchase Intention of SME's Local Food Products: Case Study in Indonesia and Malaysia

Year: 2025

Type: article

Abstract: This research aims to analyze the impact of social media usage as a form of digital marketing on increasing revenue and profits. It employed an exploratory descriptive analysis approach. Respondents included Small and Medium Enterprises (SMEs) from Indonesia (36 respondents) and Malaysia (46 respondents). Two regions with demographic and cultural characteristics. The findings indicate that SMEs in both countries actively implement digital marketing strategies, particularly through social media platforms such as Facebook, Instagram, and WhatsApp. Additionally, the results of other studies confirm that leveraging social media for marketing contributes positively to increased revenue and profitability for SMEs.

Source: KnE Social Sciences

DOI: 10.18502/kss.v10i17.19314

Authors: Aris Eddy Sarwono, Geoffrey Harvey Tanakinjal, Yannie Asrie Widanti, Noor Hasanah Husin, Nike Larasati, Salumah Nain

Institutions: Universitas Slamet Riyadi, Universiti of Malaysia Sabah

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

Funder: Universiti Malaysia Sabah