Published: 2025-12-01

Increasing Pontianak Snack Food Msmes Through: Social Media Marketing, Product Innovation, and Entrepreneurial Orientation

DOI: 10.35870/jemsi.v11i6.5516

Princes Charline Vion, Georgerius Graceallah
  • Princes Charline Vion: Universitas Widya Dharma Pontianak
  • Georgerius Graceallah: Universitas Widya Dharma Pontianak
JEMSI Volume 11 Nomor 6 Desember 2025
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Abstract

This study aims to examine the influence of social media marketing, product innovation, and entrepreneurial orientation on the marketing performance of snack food MSMEs in Pontianak. The problem addressed in this study is the phenomenon of constantly changing trends, which requires business actors to adapt to market dynamics. Doing business is not about fomo but about understanding market needs and business sustainability through marketing strategies. The marketing strategies in this research are social media, product innovation, and entrepreneurial orientation. The research method used is a quantitative approach through a questionnaire with a total sample of 115 respondents. The sampling technique used was purposive sampling, and data were collected through questionnaires measured on a 1-10 rating scale. Data analysis was conducted using SPSS v.27.0. The results indicate that social media marketing and product innovation have a significant effect on marketing performance. The entrepreneurial orientation variable has no effect on marketing performance. The discussion in this study is that the majority of MSME actors have utilized social media and product innovation to achieve better performance outcomes. Meanwhile, entrepreneurial orientation is more related to the ability of business actors to develop ideas, be brave, and act proactively.

Keywords

Social Media Marketing; Product Innovation; Entrepreneurial Orientation; Marketing Results

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How to Cite

Vion, P. C., & Graceallah, G. (2025). Increasing Pontianak Snack Food Msmes Through: Social Media Marketing, Product Innovation, and Entrepreneurial Orientation. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(6), 5847-5856. https://doi.org/10.35870/jemsi.v11i6.5516
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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. 6 (2025)

  • Section: Articles

  • Published: 2025-12-01

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Author Biographies
Princes Charline Vion, Universitas Widya Dharma Pontianak
Google Scholar ResearchGate ORCID

Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Dharma Pontianak, Kalimantan Barat, Indonesia.

Georgerius Graceallah, Universitas Widya Dharma Pontianak
Google Scholar ResearchGate ORCID

Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Dharma Pontianak, Kalimantan Barat, Indonesia.

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