Analisis Pengaruh Platform E-Commerce dan Media Sosial Terhadap Peningkatan Penjualan UMKM Martabak Manis Tiga Saudara
DOI:
https://doi.org/10.35870/jemsi.v11i3.4189Keywords:
E-Commerce, Social Media, Sales Increase, MSMEsAbstract
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.
Downloads
References
Afifah, P. N., & Abadi, M. D. (2025). Pengaruh Harga dan Flash Sale terhadap Keputusan Pembelian pada Pengguna E-Commerce Shopee dengan Kepuasan Konsumen sebagai Variabel Moderasi: Studi Kasus pada Gen Z di Kota Lamongan. Jurnal Bisnis Mahasiswa, 5(1), 387-407. https://doi.org/10.60036/jbm.v5i1.432.
Andewi, W., Sucipto, S., Nanda, A. P., & Rose, F. S. (2022). Sosialisasi Pengenalan dan Pemanfaatan E-Commerce sebagai Media Penjualan Online bagi UMKM di Pekon Adiluwih. NEAR: Jurnal Pengabdian Kepada Masyarakat, 2(1), 53-58. https://doi.org/10.32877/nr.v2i1.575.
Batee, M. M. (2019). Pengaruh media Sosial terhadap keputusan pembelian di toko kaos Nias Gunungsitoli. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 2(2), 313-324. https://doi.org/10.36778/jesya.v2i2.108.
Denada, N., Isyanto, P., & Sumarni, N. (2023). Optimalisasi Media Sosial Tiktok Sebagai Sarana Promosi Di Oculus Photo Studio Cabang Galuh Mas Karawang. Management Studies and Entrepreneurship Journal (MSEJ), 4(6), 10070-10085.
Dwiputri, R., Isyanti, P., & Sumarni, N. (2024). Pengaruh Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian pada Produk Kofieboy. AKADEMIK: Jurnal Mahasiswa Humanis, 4(2), 488-498. https://doi.org/10.37481/jmh.v4i2.855.
Fatin, F., Nurlenawati, N., & Triadinda, D. (2024). Pengaruh Fashion Involvement dan Hedonic Shopping Motivation Terhadap Impulse Buying pada Retail Fashion Uniqlo di Karawang. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(9).
Haeruddin, N., Wahida, A., & Maming, R. (2023). Peran media sosial dan e-commerce bagi UMKM dalam meningkatkan volume penjualan. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 6(1), 625-637. https://doi.org/10.36778/jesya.v6i1.962.
Hafizd, M. S., & Farida, S. N. (2023). Strategi Bauran Pemasaran Pada Martabak Rajawali Dalam Meningkatkan Volume Penjualan. SEIKO: Journal of Management & Business, 6(1), 973-982.
Indrapraja, R. M., Ratnamulyani, I. A., & Fitriah, M. (2015). Strategi komunikasi pemasaran jungleland adventure theme park Bogor dalam upaya menarik pengunjung. Jurnal komunikatio, 1(1).
Mahmud, M. (2022). Pemanfaatan Media Sosial & E-Commerce Guna Peningkatan Penjualan Produk UMKM Pada Masa Pandemi. Mopolayio: Jurnal Pengabdian Ekonomi, 2(1), 20-28.
Mahmudah, C. (2019). Pengaruh bauran promosi terhadap minat berwisata. Indonesian Journal of Strategic Management, 2(2), 1–12. https://doi.org/10.25134/ijsm.v2i2.1970.
Mendrofa, C. P. (2021). The Effect of Brand Trust on Consumer Loyalty in Branded Vehicles Honda at PT. Kencana Mulia Abadi Gunungsitoli. Jurnal EMBA, 9(4), 1048-61.
Muharam, S., Isyanto, P., & Sumarni, N. (2024). Pengaruh Kualitas Pelayanan Terhadap Volume Penjualan Pada UMKM Mie Cihuy Karawang. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(2), 708-720. https://doi.org/10.47467/elmal.v5i2.663.
Santosa, S., & Luthfiyyah, P. P. (2020). Pengaruh Komunikasi Pemasaran terhadap Loyalitas Pelanggan di Gamefield Hongkong Limited. Pro Mark, 10(1).
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Cham: Springer International Publishing.
Setyani, N. Z., Marliyah, L., & Satyarini, M. D. (2022). Peningkatan penjualan tiket masuk melalui bauran promosi di Sanggaluri Park pada masa pandemi COVID-19. Journal of Economic Education and Entrepreneurship, 3(1), 1-10. https://doi.org/10.31331/jeee.v3i1.2203.
Teruna, D., & Ardiansyah, T. (2022). Analisis Penjualan Produk Online UMKM melalui Marketplace dan E-Commerce dengan Pendekatan Binary Logistic Regression. Jurnal Pendidikan dan Kewirausahaan, 10(1), 204-220. https://doi.org/10.47668/pkwu.v10i1.281.
Utama, A. M., & Sanusi, N. (2021). Strategi Komunikasi Pemasaran Martabak Mertua Dalam Meningkatkan Omset Penjualan. Buana Komunikasi (Jurnal Penelitian Dan Studi Ilmu Komunikasi), 2(2), 69-80. https://doi.org/10.32897/buanakomunikasi.2021.2.2.1114.
Yunaida, E., & Hanum, N. (2019). Pengaruh bauran promosi terhadap keputusan pembelian perumahan PT. Pillar Tamiang Konstruksi Aceh Tamiang. Jurnal Manajemen Dan Keuangan, 8(3), 389-401. https://doi.org/10.33059/jmk.v8i3.2399.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Rianita Nurani Lindasari, Puji Isyanto, Neni Sumarni
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
