Increasing Pontianak Snack Food Msmes Through: Social Media Marketing, Product Innovation, and Entrepreneurial Orientation
DOI:
https://doi.org/10.35870/jemsi.v11i6.5516Keywords:
Social Media Marketing, Product Innovation, Entrepreneurial Orientation, Marketing ResultsAbstract
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.
Downloads
References
Amin Kuncoro. (2024). Peningkatan Kinerja Pemasaran: Media Sosial, Inovasi Produk, dan pemasaran Afiliasi. JUMBIWIRA: Jurnal Manajemen Bisnis Kewirausahaan, 3(1), 50–64. https://doi.org/10.56910/jumbiwira.v3i1.1370.
ARDHI, M. K. (2021). Pengaruh Orientasi Kewirausahaan, Orientasi Pasar dan Inovasi Terhadap Kinerja UMKM Coffee Shop di Daerah Istimewa Yogyakarta. 5(2), 1018–1031.
Armando Nasution, Nurwani, & Imsar. (2025). Pengaruh Inovasi Produk Dan Orientasi Pasar Terhadap Kinerja Pemasaran Pada Pt Asuransi Prudential Syariah Kota Medan. Jurnal Lentera Bisnis, 14(1), 432–446. https://doi.org/10.34127/jrlab.v14i1.1357.
Astuti, R. D., Balqiah, T. E., & Yuliati, E. (2024). Role of individual entrepreneurial orientation and innovation in SME performance: Gender perspectives. Problems and Perspectives in Management, 22(2), 365–378. https://doi.org/10.21511/ppm.22(2).2024.28.
Azhari, F., & Ali, H. (2024). Peran Inovasi Produk, Strategi Pemasaran, dan Kualitas Layanan terhadap Peningkatan Kinerja Perusahaan. Jurnal Manajemen Dan Pemasaran Digital, 2(2), 72–81. https://doi.org/10.38035/jmpd.v2i2.146.
Azizah, Z., & Ali, H. (2025). Pengaruh Lingkungan Eksternal, Inovasi Produk dan Strategi Pemasaran terhadap Peningkatan Produktivitas Perusahaan. Jurnal Greenation Ilmu Teknik, 2(4), 164–174. https://doi.org/10.38035/jgit.v2i4.275.
Balaji, M. S., Behl, A., Jain, K., Baabdullah, A. M., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113(April), 243–257. https://doi.org/10.1016/j.indmarman.2023.06.011.
Cantika, A. P., Ellyawati, N., & Sutrisno, S. (2024). Pengaruh Orientasi Kewirausahaan Dan Keunggulan Bersaing Terhadap Kinerja Pemasaran Usaha Kuliner Di Kecamatan Sangatta Utara. PROMOSI (Jurnal Pendidikan Ekonomi), 12(1), 134. https://doi.org/10.24127/jp.v12i1.10340.
Dahana, R. N., Indrawati, N. K., & Mugiono, M. (2021). Competitive Advantage To Mediate the Influence of Product Innovation and Entrepreneurial Orientation on Marketing Performance in Small and Medium Industry. Jurnal Aplikasi Manajemen, 19(2), 413–423. https://doi.org/10.21776/ub.jam.2021.019.02.17.
Eggers, F. (2020). Masters of disasters? Challenges and opportunities for SMEs in times of crisis. Journal of Business Research, 116(May), 199–208. https://doi.org/10.1016/j.jbusres.2020.05.025.
Faerrosa, Lady, Athar, H. S., & Widiana, H. (2022). Market Orientation and Product Innovation As an Msme Marketing Strategy. Amwaluna: Jurnal Ekonomi Dan Keuangan Syariah, 6(2), 362–378. https://doi.org/10.29313/amwaluna.v6i2.10044.
Hatammimi, J., & Thahara, A. (2022). Capturing Competitive Advantage Through Product Innovation: Study of a Small Culinary Business. Proceedings of the European Conference on Innovation and Entrepreneurship, ECIE, 17(1), 258–265. https://doi.org/10.34190/ecie.17.1.492.
I Wayan Lanang Pastika, Suasana, I. G. A. K. G., I Made Wardana, & Putu Yudi Setiawan. (2025). Peran Keunggulan Kompetitif Memediasi Pengaruh Orientasi Kewirausahaan Dan Orientasi Pasar Terhadap Kinerja Pemasaran. Paradoks: Jurnal Ilmu Ekonomi, 8(3), 1237–1256. https://doi.org/10.57178/paradoks.v8i3.1544.
Indriyani, R., & Shan, J. A. (2024). The Role Of Product Innovation And Marketing Performance In Enhancing Competitive Advantage In Micro, Small, And Medium Enterprises (MSMEs) In The Fashion Sector. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(3), 3229–3242. https://doi.org/10.37676/ekombis.v12i3.5974.
Keke, M. E. (2022). The use of digital marketing in information transport in social media: The example of Turkish companies. Transportation Research Procedia, 63, 2579–2588. https://doi.org/10.1016/j.trpro.2022.06.297.
Khaliq, A., Pertiwi, H., Dharma, S., Insirat, M. N., & Ismawati, I. (2025). Dampak Social Media Marketing Terhadap Sustainability Performance Pada Umkm: Peran Digital Competencies Sebagai Mediasi. Jurnal Akuntansi STIE Muhammadiyah Palopo, 11(2), 315. https://doi.org/10.35906/jurakun.v11i2.2391.
Khatib, S. F. A., Abdullah, D. F., Elamer, A., & Hazaea, S. A. (2022). The development of corporate governance literature in Malaysia: a systematic literature review and research agenda. Corporate Governance (Bingley), 22(5), 1026–1053. https://doi.org/10.1108/CG-12-2020-0565.
Khotmi, H., Hikmah, H., Fauzi, A. K., & Astini, Y. (2024). Pengaruh Media Sosial, Literasi Keuangan, E-Commerce, Digital Payment, Dan Orientasi Wirausaha Terhadap Kinerja Umkm Di Kota Mataram. VALID Jurnal Ilmiah, 22(1), 11–21.
Kusuma, M., & Dharyanti, I. S. N. (2023). Pengaruh Inovasi Produk Dan Keunggulan Bersaing Terhadap Penjualan (Studi Kasus Toko Syarah Bakery Kota Bengkulu. Jurnal Ekonomi Manajemen Akuntansi Dan Keuangan, 4(3), 367–378. https://doi.org/10.53697/emak.v4i3.
Lestari, I., Astuti, M., & Ridwan, H. (2019). adalah teknik statistik multivariat yang membandingkan beberapa variabel dependen dan beberapa variabel independen. PLS adalah metode statistik SEM berbasis varian yang dirancang untuk menyelesaikan regresi berganda ketika masalah tertentu terjadi dalam d. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 111–118.
Manalu, V. G., Santoso, A., & Sulaiman, E. (2025). the Influence of Entrepreneurial Orientation and Learning Orientation on Innovation Performance of Smes in Indonesia: Organizational Learning As a Mediator. Problems and Perspectives in Management, 23(2), 469–481. https://doi.org/10.21511/ppm.23(2).2025.34.
Margaretha, Y., & Suryana, P. (2023). The Effect of Market Orientation, Entrepreneurial Orientation and Learning Orientation on Marketing Innovations and their Implications on the Marketing Performance of Micro Actor in Bandung Metropolitan Area. Pakistan Journal of Life and Social Sciences, 21(1), 478–498. https://doi.org/10.57239/PJLSS-2023-21.1.0036.
Martin, Sendri, & Ratnaningtyas, K. D. (2024). Pengaruh Sosial Media dan Entrepreneurial Network dengan Digital Marketing Communication sebagai Pemoderasi Terhadap Kinerja Marketing. ECo-Buss, 7(1), 546–562. https://doi.org/10.32877/eb.v7i1.1513.
Munir, A. R., Maming, J., Kadir, N., & Sobarsyah, M. (2021). Brand Resonancing Capability: The Mediating Role between Social Media Marketing and Smes Marketing Performance. Academy of Entrepreneurship Journal, 27(1), 1–12.
Ningrum, S., Fitra, V. D., & Sanjaya, V. F. (2020). Pengaruh inovasi Produk, Keunggulan Bersaing, dan Strategi Pemasaran Terhadap Kinerja Pemasaran. Jurnal Mutiara Manajemen, 5(2), 1–9. https://doi.org/10.51544/jmm.v5i2.1614.
Nurjanah, P. N. A., & Isa, M. (2021). Peningkatan Kinerja Pemasaran Melalui Orientasi Pasar Dan Orientasi Kewirausahaan Dengan Inovasi Produk Sebagai Variabel Intervening. Prosiding University Research Colloquium, 51–65.
Nurjanti, L. (2025). Marketing Phenomena and Marketing Strategies in the Field of Healthcare Services and Their Impact to the Marketing Performance and Consumer Satisfaction. Journal of Business and Econometrics Studies, 2(2), 1–30. https://doi.org/10.61440/jbes.2025.v2.55.
Prambaudy, K., & Astuti, M. (2019). Pengaruh Orientasi Pasar dan Inovasi Terhadap Kinerja Pemasaran UMKM Kuliner. Jurnal Manajemen Dan Bisnis, 4(1), 1–15.
Putri, L. T., Zulkarnain, Alwie, A. F., & Wijayanto, G. (2024). Marketing Performance Model and Environment for Micro Business Scale Women preneurs Based on Competence in the Province of Riau. Journal of Ecohumanism, 3(6), 2140–2149. https://doi.org/10.62754/joe.v3i6.4167.
Safira, N., Sofyan, S., & Puspita, V. (2024). Pengaruh Orientasi Pasar, Kreativitas dan Inovasi Produk terhadap Kinerja Pemasaran UMKM Kerupuk Tuiri di Kota Bengkulu. VISA: Journal of Vision and Ideas, 4(3), 67–82. https://doi.org/10.47467/visa.v4i3.3813.
Selvia, D., & Deliana, Y. (2022). Pengaruh Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Sayur Organik Di Warung 1000 Kebun Bandung. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 8(2), 1476. https://doi.org/10.25157/ma.v8i2.8044.
Sinaga, G. J. M. (2025). Social Media and Market Orientation in SMEs Performance: Competitive Advantage as Mediating Factor. Kinerja, 29(1), 91–113. https://doi.org/10.24002/kinerja.v29i1.9519.
Sinambela, E. A., & Darmawan, D. (2025). Strategi Peningkatan Kinerja Pemasaran UMKM melalui Media Sosial, Inovasi Produk, Orientasi Kewirausahaan, dan Pengembangan SDM. Jurnal Pendidikan Tambusai, 9(1), 54–63.
Tobing, W. T. M., & Santoso, L. (2024). Peran Sosial Media Marketing Dalam Meningkatkan Marketing Performance Melalui Pemanfaatan Digital Marketing Capabilities Pada Perusahaan Konstruksi Di Propinsi Jawa Tengah. Jurnal Ilmiah Manajemen, Ekonomi Dan Bisnis, 3(1), 211–224. https://doi.org/10.51903/jimeb.v3i1.813.
Wagobera Edgar Kedi, Chibundom Ejimuda, Courage Idemudia, & Tochukwu Ignatius Ijomah. (2024). Machine learning software for optimizing SME social media marketing campaigns. Computer Science & IT Research Journal, 5(7), 1634–1647. https://doi.org/10.51594/csitrj.v5i7.1349.
Wulandari, D., Widodasih, W. K., Satpatmantya, K., & Rochayata, B. (2024). Pengaruh Orientasi Kewirausahaan dan Inovasi Produk Terhadap Kinerja Pemasaran Melalui Keunggulan bersaing Sebagai Variabel Mediasi Pada UMKM Percetakan Di Kab. Bekasi. Journal of Management & Business, 7(1), 151–168.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Princes Charline Vion, Georgerius Graceallah
This work is licensed under a Creative Commons Attribution 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.
