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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) · pp. 328–335

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

Abstract

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.

Keywords

Collaboration network of the authors

39 authors · 88 co-authorship links · 7 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Muhammadiyah Kendari
  • Malikussaleh University
  • Universidad de la Costa
  • University of Skills Training and Entrepreneurial Development
  • Universidad del Atlántico
  • Universidad de Panamá
  • Universitat de Barcelona
  • Other organisations
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Camilo Andrés Rodríguez-NietoUniversidad de la Costa2
Ebenezer BonyahUniversity of Skills Training and Entrepreneurial Development1
Vicenç FontUniversitat de Barcelona1
Benilda María Cantillo-RudasUniversidad de Panamá1
María Luisa Pabón-NavarroUniversidad del Atlántico1
Wahyudi UmarUniversitas Muhammadiyah Kendari1
Zurisman ZakariaUniversitas Muhammadiyah Kendari1
SupriadiAffiliation unknown1
Muhlis MasinAffiliation unknown1
Samsul ArifaiAffiliation unknown1
IsmawatiAffiliation unknown1
St. Hafsah UmarAffiliation unknown1
Grace Irene Viodyta WatungAffiliation unknown1
Ake Royke Calvin Langingi LangingiAffiliation unknown1
. AswandiAffiliation unknown1
Hutwan SyarifudinAffiliation unknown1
EDWIN BUSTAMIAffiliation unknown1
Intan SherlinAffiliation unknown1
Anggil Novra LovaAffiliation unknown1
Elex SarmigiAffiliation unknown1
Nanda NovitaMalikussaleh University1
Riza AndrianiMalikussaleh University1
Nuraini FatmiAffiliation unknown1
NurfadilahAffiliation unknown1
. FaridaAffiliation unknown1
Edy SoewonoAffiliation unknown1
Nuning NurainiAffiliation unknown1
Hilda FahlenaAffiliation unknown1
Widya OktavianaAffiliation unknown1
Muhammad SyukranUniversitas Muslim Indonesia1
Muhammad JufriAffiliation unknown1
Nur AfniAffiliation unknown1
Indra AfriantoAffiliation unknown1
Ahmad YaniAffiliation unknown1
Rosmariani ArifuddinAffiliation unknown1
M Asad AbdurrahmanAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<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>