Forest Product Marketing Strategies for MSMEs’ Business Sustainability in Central Kalimantan

Yuli Sintha Asi; Yulia Yulia; Mochamad Ramza Rapier Gussa; Indah Purnama Sari Mardjuni; Bambang Nurakhim

doi:10.55681/sentri.v5i5.6426

Authors

Yuli Sintha Asi Sekolah Tinggi Ilmu Ekonomi Sampit
Yulia Yulia Sekolah Tinggi Ilmu Ekonomi Palangka Raya
Mochamad Ramza Rapier Gussa STMIK Kharisma Makassar
Indah Purnama Sari Mardjuni STMIK Kharisma Makassar
Bambang Nurakhim Universitas Mitra Bangsa

DOI:

https://doi.org/10.55681/sentri.v5i5.6426

Keywords:

Social Media Marketing, Offline Marketing, MSME Partnership Pattern, Customer Satisfaction, Business Sustainability

Abstract

This study aims to analyze the effect of social media marketing and offline marketing on the business sustainability of MSMEs in Central Kalimantan, as well as to examine the moderating role of MSMEs partnerships in strengthening these relationships. A quantitative approach was employed using hypothesis testing through regression and moderation analysis. The results show that social media marketing has a significant and positive effect on business sustainability (sig. 0.001), and offline marketing also has a significant and positive effect (sig. 0.000). Furthermore, MSMEs partnerships significantly moderate the relationship between social media marketing and business sustainability (Z = 3.12; sig. 0.0018), as well as the relationship between offline marketing and business sustainability (Z = 8.542; sig. 0.0018). In addition, social media marketing and offline marketing simultaneously have a significant effect on business sustainability (sig. 0.000). These findings indicate that an integrated marketing strategy, supported by strong partnerships, is essential for enhancing the sustainability of MSMEs in Central Kalimantan.

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