Utilization of Instagram in Increasing Marketing Productivity of Bitata Food MSMEs

View Full Paper

Ask AI

Bookmark

Authors

Discussion

Yin case study analyzes Instagram's impact on marketing productivity in Bitata Food MSMEs, indicating avenues for improvement.

Marketing productivity at Bitata Food did not increase despite the correct strategy, showing an engagement rate of only 1.53%.
In-depth interviews with the owner and marketing communication experts revealed issues in content engagement and public involvement.
The study highlights the need for digital transformation in MSMEs to adapt to competitive market dynamics effectively.
A new measurement method for marketing productivity, alongside recommendations for creating emotionally appealing messages, was proposed.

Syam et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark