DIGITAL MARKETING STRATEGIES AND ELECTRONIC WORD-OF-MOUTH IN ENHANCING MARKETING PERFORMANCE: EVIDENCE FROM MANANI SHOP
Main Article Content
Alvin Athilla Mubarok
Deddy Prihadi
Siddik Erdi Wicaksono
This study aims to analyze the influence of digital marketing strategies and word of mouth on marketing performance at Manani Shop, a thrift fashion MSME in Tegal City. Facing increasingly fierce business competition and shifting consumer behavior toward digital media, utilizing digital marketing strategies and the power of word of mouth (WOM) is crucial for increasing competitiveness and customer loyalty. This study employed a quantitative approach, using a survey method with 120 respondents who were active Manani Shop customers. The analysis techniques used included validity and reliability tests, and multiple linear regression. The results showed that both digital marketing strategies and word of mouth, both partially and simultaneously, had a positive and significant impact on marketing performance. Effective digital marketing strategies through social media platforms such as Instagram and TikTok have been shown to increase brand awareness and customer interaction. Meanwhile, word of mouth, particularly in the form of electronic word of mouth (e-WOM), plays a crucial role in building trust and driving purchasing decisions. These findings provide theoretical and practical implications for MSMEs in designing more adaptive and sustainable marketing strategies in the digital era.
Al-Dmour, R., Al-Dmour, H., & Al-Dmour, A. (2024). The Crucial Role of EWOM: Mediating the Impact of Marketing Mix Strategies on International Students’ Study Destination Decision. Sage Open, 14(2). https://doi.org/10.1177/21582440241247661
Aminullah, E., Fizzanty, T., Nawawi, N., Suryanto, J., Pranata, N., Maulana, I., Ariyani, L., Wicaksono, A., Suardi, I., Azis, N. L. L., & Budiatri, A. P. (2024). Interactive Components of Digital MSMEs Ecosystem for Inclusive Digital Economy in Indonesia. Journal of the Knowledge Economy, 15(1), 487–517. https://doi.org/10.1007/s13132-022-01086-8
Anatan, L., & Nur. (2023). Micro, Small, and Medium Enterprises’ Readiness for Digital Transformation in Indonesia. Economies, 11(6), 156. https://doi.org/10.3390/economies11060156
Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422–448. https://doi.org/10.1007/s11747-019-00706-1
Boonsiritomachai, W., & Sud-On, P. (2020). Increasing Purchase Intention and Word-Of-Mouth through Hotel Brand Awareness. Tourism and Hospitality Management, 26(2), 265–289. https://doi.org/10.20867/thm.26.2.1
Ditta-Apichai, M., Gretzel, U., & Kattiyapornpong, U. (2024). Platform empowerment: Facebook’s role in facilitating female micro-entrepreneurship in tourism. Journal of Sustainable Tourism, 32(3), 540–559. https://doi.org/10.1080/09669582.2023.2215479
Djakasaputra, A., Wijaya, O. Y. A., Utama, A. S., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 303–310. https://doi.org/10.5267/j.ijdns.2021.6.003
Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A.-M. (2019). A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques. Sustainability, 11(7), 2111. https://doi.org/10.3390/su11072111
Hariyanti, S., Sudarmiatin, & Wardana, L. W. (2023). Horizontal Product Diversification Strategy to Increase the Competitiveness of MSMEs. Asian Journal of Management Analytics, 2(4), 479–488. https://doi.org/10.55927/ajma.v2i4.6596
Huang, L., Huang, Y., Huang, R., Xie, G., & Cai, W. (2022). Factors Influencing Returning Migrants’ Entrepreneurship Intentions for Rural E-Commerce: An Empirical Investigation in China. Sustainability, 14(6), 3682. https://doi.org/10.3390/su14063682
Hussain, S., Melewar, T. C., Priporas, C. V., Foroudi, P., & Dennis, C. (2020). Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility. Journal of Business Research, 109, 472–488. https://doi.org/10.1016/j.jbusres.2019.11.079
Khuntia, J., Saldanha, T., Kathuria, A., & Tanniru, M. R. (2024). Digital service flexibility: a conceptual framework and roadmap for digital business transformation. European Journal of Information Systems, 33(1), 61–79. https://doi.org/10.1080/0960085X.2022.2115410
Kurdi, B. Al, Alshurideh, M., Akour, I., Alzoubi, H. M., Obeidat, B., & AlHamad, A. (2022). The role of digital marketing channels on consumer buying decisions through eWOM in the Jordanian markets. International Journal of Data and Network Science, 6(4), 1175–1186. https://doi.org/10.5267/j.ijdns.2022.7.002
Langan, R., Cowley, S., & Nguyen, C. (2019). The State of Digital Marketing in Academia: An Examination of Marketing Curriculum’s Response to Digital Disruption. Journal of Marketing Education, 41(1), 32–46. https://doi.org/10.1177/0273475318823849
Le, M. T. H., Thi Thao, V. N., Le Huynh Huu, A., Nguyen Tuan, H., Nguyen Ngoc Thanh, N., & Thi Hong, V. N. (2024). Establish Trust With Electronic Word-of-Mouth to Improve Brand Equity. Sage Open, 14(4). https://doi.org/10.1177/21582440241292815
Makrides, A., Vrontis, D., & Christofi, M. (2020). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 4–20. https://doi.org/10.1177/2278533719860016
Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 111. https://doi.org/10.3390/jtaer20020111
Octasylva, A. R. P., Yuliati, L. N., Hartoyo, H., & Soehadi, A. W. (2022). Innovativeness as the Key to MSMEs’ Performances. Sustainability, 14(11), 6429. https://doi.org/10.3390/su14116429
Pane, H. P., Napitupulu, I., Luthfi, S., & Situmorang, S. H. (2024). Evaluating the Influence of Viral Marketing and Brand Awareness on Purchase Decisions a Study Tiktok Shop. Formosa Journal of Science and Technology, 3(11), 2527–2538. https://doi.org/10.55927/fjst.v3i11.12404
Priambodo, A., Sulaeman, M., Permana, I., & Sugiarto, I. (2024). Enhancing the Performance and Competitiveness of Women in MSMES Through Marketing, Capital, and Digital Literacy. Widya Cipta: Jurnal Sekretari Dan Manajemen, 8(1), 1–12. https://doi.org/10.31294/widyacipta.v8i1.16298
Prihandono, D., Pandu Wijaya, A., Wiratama, B., Prananta, W., & Widia, S. (2024). Digital transformation to enhance Indonesian SME performance: Exploring the impact of market competition and digital strategy. Problems and Perspectives in Management, 22(2), 103–113. https://doi.org/10.21511/ppm.22(2).2024.09
Ruiz-Alba, J. L., Abou-Foul, M., Nazarian, A., & Foroudi, P. (2022). Digital platforms: customer satisfaction, eWOM and the moderating role of perceived technological innovativeness. Information Technology & People, 35(7), 2470–2499. https://doi.org/10.1108/ITP-07-2021-0572
Shafiee, M. M. (2024). Competitive strategy, organisational capabilities, industry structure and marketing performance. International Journal of Procurement Management, 19(1), 37–58. https://doi.org/10.1504/IJPM.2024.135144
Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Wahyuni, I., Arifiansyah, R., Meidasari, E., & Siskawati, I. (2024). Role of Brand Equity, Digital Marketing, Customer Experience, and Social Media Engagement on Consumer Purchase Intention on Tiktok Shop Application. International Journal of Business, Law, and Education, 5(2), 2806–2815. https://doi.org/10.56442/ijble.v5i2.942
Wijayanto, G., Jushermi, J., Nursanti, A., Novandalina, A., & Rivai, Y. (2024). The Effect of E-commerce Platforms, Digital Marketing, and User Experience on Market Reach and Competitiveness of Indonesian MSMEs. International Journal of Business, Law, and Education, 5(1), 811–823. https://doi.org/10.56442/ijble.v5i1.492
Zhang, J., Li, H., & Zhao, H. (2025). The Impact of Digital Transformation on Organizational Resilience: The Role of Innovation Capability and Agile Response. Systems, 13(2), 75. https://doi.org/10.3390/systems13020075
Ziatdinov, R., Atteraya, M. S., & Nabiyev, R. (2024). The Fifth Industrial Revolution as a Transformative Step towards Society 5.0. Societies, 14(2), 19. https://doi.org/10.3390/soc14020019
