Published: 2025-06-01

Analisis Pengaruh Platform E-Commerce dan Media Sosial Terhadap Peningkatan Penjualan UMKM Martabak Manis Tiga Saudara

DOI: 10.35870/jemsi.v11i3.4189

Rianita Nurani Lindasari, Puji Isyanto, Neni Sumarni
  • Rianita Nurani Lindasari: Universitas Buana Perjuangan Karawang ROR
  • Puji Isyanto: Universitas Buana Perjuangan Karawang ROR
  • Neni Sumarni: Universitas Buana Perjuangan Karawang ROR
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Abstract

MSMEs in the culinary sector play an important role in the local economy, but face major challenges in terms of marketing and competition in the digital era. “This study” aims to analyze the influence of e-commerce platforms and social media on increasing sales at the Martabak Manis Tiga Saudara MSME. Using a quantitative approach and survey method on 90 respondents, the data was analyzed using the Structural Equation Modeling (SEM) model using SmartPLS 4. The results of the study indicate that both e-commerce platforms and social media have a significant effect on increasing sales, with social media showing a more dominant influence. In addition, social media also mediates “the influence of e-commerce” on increasing sales significantly. The conclusion of this study is the importance of integrating digital marketing strategies in MSME operations to drive sales growth. The implications of these findings provide recommendations for MSME actors to improve digital capabilities and suggest that further researchers add other relevant variables to expand the scope of future studies.

Keywords

E-Commerce; Social Media; Sales Increase; MSMEs

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How to Cite

Lindasari, R. N., Isyanto, P., & Sumarni, N. (2025). Analisis Pengaruh Platform E-Commerce dan Media Sosial Terhadap Peningkatan Penjualan UMKM Martabak Manis Tiga Saudara. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1742-1752. https://doi.org/10.35870/jemsi.v11i3.4189
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 3 (2025)

  • Section: Articles

  • Published: 2025-06-01

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Author Biographies
Rianita Nurani Lindasari, Universitas Buana Perjuangan Karawang
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Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Puji Isyanto, Universitas Buana Perjuangan Karawang
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Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Neni Sumarni, Universitas Buana Perjuangan Karawang
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Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

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