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OPTIMIZATION OF USER-GENERATED CONTENT AS A DIGITAL MARKETING STRATEGY FOR MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN SUNGAI PENUH CITY

Journal of Business Studies and Management Review · Vol. 9 No. 2 (2026) · hlm. 328–335

DOI
10.22437/jbsmr.v9i2.55446
ISSN
2597-6265, 2597-369X
Terbit
2026-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study examines the optimization of User Generated Content (UGC) as a digital marketing strategy for Small and Medium Enterprises (SMEs) in Sungai Penuh City, Indonesia. Using quantitative analysis of secondary data from e-commerce platforms, including 1,250 consumer reviews and interaction data, this research evaluates the relationship between UGC engagement and consumer purchasing decisions. Sentiment analysis reveals that 78% of UGC related to local SMEs carries positive sentiment, while Structural Equation Modeling demonstrates significant relationships between UGC exposure, consumer trust (β=0.67, p<0.001), and purchase intention (β=0.58, p<0.001). The findings suggest that strategic UGC implementation can substantially enhance brand awareness and customer loyalty for regional SMEs with limited marketing resources. This study contributes to the growing literature on digital marketing strategies in emerging economies and provides practical recommendations for SME stakeholders in similar regional markets.

Kata kunci

Jaringan kolaborasi para penulis

7 penulis · 9 tautan kepenulisan bersama · 2 lintas organisasi

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  • STIE Enam Enam Kendari
  • STIA Nusantara Sakti Sungai Penuh
  • Institut Agama Islam Negeri Kerinci
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Edwin BustamiSTIA Nusantara Sakti Sungai Penuh1
Intan SherlinAfiliasi tidak diketahui1
Anggil Novra LovaAfiliasi tidak diketahui1
Elex SarmigiInstitut Agama Islam Negeri Kerinci1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">OPTIMIZATION OF USER-GENERATED CONTENT AS A DIGITAL MARKETING STRATEGY FOR MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN SUNGAI PENUH CITY</dc:title>
	<dc:creator xml:lang="en">Budaya, Indra</dc:creator>
	<dc:creator xml:lang="en">Santoni, Alvia</dc:creator>
	<dc:creator xml:lang="en">Sudirman</dc:creator>
	<dc:subject xml:lang="en">consumer behavior</dc:subject>
	<dc:subject xml:lang="en">user generated content</dc:subject>
	<dc:subject xml:lang="en">Digital Marketing</dc:subject>
	<dc:subject xml:lang="en">SMEs</dc:subject>
	<dc:subject xml:lang="en">Indonesia</dc:subject>
	<dc:description xml:lang="en">This study examines the optimization of User Generated Content (UGC) as a digital marketing strategy for Small and Medium Enterprises (SMEs) in Sungai Penuh City, Indonesia. Using quantitative analysis of secondary data from e-commerce platforms, including 1,250 consumer reviews and interaction data, this research evaluates the relationship between UGC engagement and consumer purchasing decisions. Sentiment analysis reveals that 78% of UGC related to local SMEs carries positive sentiment, while Structural Equation Modeling demonstrates significant relationships between UGC exposure, consumer trust (β=0.67, p&amp;lt;0.001), and purchase intention (β=0.58, p&amp;lt;0.001). The findings suggest that strategic UGC implementation can substantially enhance brand awareness and customer loyalty for regional SMEs with limited marketing resources. This study contributes to the growing literature on digital marketing strategies in emerging economies and provides practical recommendations for SME stakeholders in similar regional markets.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2026-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/55446</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i2.55446</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026; 328-335</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/55446/24695</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Indra Budaya, Alvia Santoni, Sudirman</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>