Article: The use of social media in product marketing activities of micro, small and medium enterprises Journal: International Journal of Productivity and Quality Management (IJPQM) 2023 Vol.38 No.1 pp.123 - 141 Abstract: Online marketing is a strategy to answer the challenges of developing digital media, in which a convenient method of delivery to customers is crucial. Social media is a mainstay for conveying various kind of information about products to customers. Facebook and Instagram, in particular, are the social medias chosen due to their popularity. They offer many features and conveniences, and there is the closeness of MSMEs customers' characteristics with these two social media users. The purpose of this study is to analyse internal and external factors influencing online marketing communications for MSMEs products, and also to describe the use of social media in marketing MSMEs products. This research uses a descriptive method. Data collection is carried out through interviews and distributing questionnaires to MSMEs of leather bags in Indonesia. The results of analysis using analytical hierarchy process (AHP) show that the opinion of respondents indicating product information aspect (24% with the weight value of 0.240) is the most important aspect to consider in the development of small-scale leather bag industry in Indonesia. Leather bag products of Indonesian MSMEs have been widely used by the public and informed on social media of Facebook and Instagram using the hashtag #leathergarutjawabarat. Inderscience Publishers - linking academia, business and industry through research

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Title: The use of social media in product marketing activities of micro, small and medium enterprises

Authors: Ike Junita Triwardhani; Alhamuddin; Rabiatul Adwiyah; Raditya Pratama Putra

Addresses: Faculty of Communication, Universitas Islam Bandung, Tamansari Street No. 1, Bandung, West Java, Indonesia ' Faculty of Tarbiyah Science and Teacher Training, Universitas Islam Bandung, Tamansari Street No. 1, Bandung, West Java, Indonesia ' Faculty of Economics and Business, Universitas Islam Bandung, Tamansari Street No. 1, Bandung, West Java, Indonesia ' Faculty of Communication, Universitas Islam Bandung, Tamansari Street No. 1, Bandung, West Java, Indonesia

Abstract: Online marketing is a strategy to answer the challenges of developing digital media, in which a convenient method of delivery to customers is crucial. Social media is a mainstay for conveying various kind of information about products to customers. Facebook and Instagram, in particular, are the social medias chosen due to their popularity. They offer many features and conveniences, and there is the closeness of MSMEs customers' characteristics with these two social media users. The purpose of this study is to analyse internal and external factors influencing online marketing communications for MSMEs products, and also to describe the use of social media in marketing MSMEs products. This research uses a descriptive method. Data collection is carried out through interviews and distributing questionnaires to MSMEs of leather bags in Indonesia. The results of analysis using analytical hierarchy process (AHP) show that the opinion of respondents indicating product information aspect (24% with the weight value of 0.240) is the most important aspect to consider in the development of small-scale leather bag industry in Indonesia. Leather bag products of Indonesian MSMEs have been widely used by the public and informed on social media of Facebook and Instagram using the hashtag #leathergarutjawabarat.

Keywords: micro; small and medium enterprises; MSMEs; social media.

DOI: 10.1504/IJPQM.2023.128608

International Journal of Productivity and Quality Management, 2023 Vol.38 No.1, pp.123 - 141

Received: 28 Jan 2021
Accepted: 11 May 2021
Published online: 27 Jan 2023 *

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Title: The use of social media in product marketing activities of micro, small and medium enterprises

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