Empowering MSMEs Through Social Media Marketing Training as an Effort to Increase Self-Efficacy and Product Sales Performance
Keywords:
MSMEs empowerment; social media marketing training; self-efficacy; sales performance; digital marketing
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in economic development, particularly in developing countries. However, many MSMEs still face challenges in marketing their products effectively, especially in the digital era. One of the strategies to overcome this challenge is through social media marketing training that equips entrepreneurs with digital marketing skills and confidence in managing online businesses. This study aims to examine the role of social media marketing training in improving MSME self-efficacy and product sales performance. The research uses a descriptive and analytical approach with MSME participants involved in digital marketing training programs. The findings indicate that training in social media marketing significantly enhances entrepreneurs’ self-efficacy in managing online promotion, creating digital content, and interacting with consumers. Increased self-efficacy subsequently contributes to improved product visibility, customer engagement, and sales performance. Therefore, strengthening digital marketing competencies through structured training programs is essential for empowering MSMEs and enhancing their competitiveness in the digital economy.
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References
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Wirtz, J., & Daiser, P. (2022). Digital transformation in marketing and service industries. Journal of Service Management, 33(3), 1–15.
World Bank. (2020). Small and medium enterprises (SMEs) finance. World Bank Group.
Beck, T., Demirgüç-Kunt, A., & Levine, R. (2005). SMEs, growth, and economic development. Journal of Economic Growth, 10(3), 199–229.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Chatterjee, S., Rana, N. P., Dwivedi, Y. K., & Baabdullah, A. M. (2022). Understanding AI adoption in SMEs. Journal of Business Research, 142, 533–546.
Chen, C. C., Greene, P. G., & Crick, A. (1998). Does entrepreneurial self-efficacy distinguish entrepreneurs from managers? Journal of Business Venturing, 13(4), 295–316.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage Publications.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Gunartin, E., & Arifin, Z. (2021). The influence of innovation capability on SME performance. Journal of Entrepreneurship Education, 24(4).
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Hollensen, S. (200). Marketing management: A relationship approach (4th ed.). Pearson.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kumar, V., & Reinartz, W. (2020). Customer relationship management. Springer.
Luthans, F., Youssef, C. M., & Avolio, B. J. (2015). Psychological capital and beyond. Oxford University Press.
Najib, M., & Fahma, F. (2020). Investigating SMEs digital transformation. Journal of Small Business Management, 58(4), 683–705.
Newman, A., Obschonka, M., Schwarz, S., Cohen, M., & Nielsen, I. (2019). Entrepreneurial self-efficacy: A systematic review of the literature on its theoretical foundations, measurement, antecedents, and outcomes. Journal of Vocational Behavior, 110, 403–419.
Noe, R. A. (2017). Employee training and development (7th ed.). McGraw-Hill Education.
OECD. (2021). OECD SME and entrepreneurship outlook 2021. OECD Publishing.
Petrescu, M., Krishen, A. S., & Buzdugan, R. (2024). Digital entrepreneurship education and its impact on entrepreneurial mindset. Journal of Business Research, 170.
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: Evidence from Indonesia. Information Development, 33(3), 247–257.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Sarasvathy, S. D. (2020). Effectuation theory and entrepreneurial decision-making. Entrepreneurship Theory and Practice, 44(3), 1–21.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
Tambunan, T. (2019). Recent evidence of the development of micro, small and medium enterprises in Indonesia. Journal of Global Entrepreneurship Research, 9(18).
Tiago, M. T., & Veríssimo, J. M. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.
Trainor, K. J., Andzulis, J., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208.
Tuten, T. L., & Solomon, M. R. (2020). Social media marketing (3rd ed.). Sage Publications.
Venkatesh, V., Thong, J. Y., & Xu, X. (2016). Unified theory of acceptance and use of technology: A synthesis and the road ahead. Journal of the Association for Information Systems, 17(5), 328–376.
Wirtz, J., & Daiser, P. (2022). Digital transformation in marketing and service industries. Journal of Service Management, 33(3), 1–15.
World Bank. (2020). Small and medium enterprises (SMEs) finance. World Bank Group.
Published
2026-03-12
How to Cite
Bobby Reza, Ronald Parulian, & Sri Sukartono. (2026). Empowering MSMEs Through Social Media Marketing Training as an Effort to Increase Self-Efficacy and Product Sales Performance. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(2), 74-85. Retrieved from https://biarjournal.com/index.php/biohs/article/view/1448
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Articles
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