Strategi Digital Branding melalui Media Sosial dalam Mendorong Engagement dan Kinerja Usaha UMKM di Kalimantan Barat: Systematic Literature Review
DOI:
https://doi.org/10.61231/7pjrhk86Keywords:
Digital Branding, Instagram, MSMEs, Engagement, Systematic Literature Review,Sosial Media, Kinerja Usaha, Kalimantan BaratAbstract
This study systematically reviews literature on Instagram-based digital branding strategies and their influence on engagement and business performance of MSMEs (UMKM) in West Kalimantan. It aims to identify key strategies, assess their effectiveness, and synthesize findings related to brand awareness, customer engagement, and business growth outcomes.The research adopts a Systematic Literature Review (SLR) using the PRISMA framework. Literature was sourced from Google Scholar, Scopus, and peer-reviewed journals on digital marketing and MSMEs. Findings show that Instagram digital branding improves engagement through visual content, storytelling, consistent posting, reels, live streaming, and hashtags. Higher engagement increases brand awareness, customer loyalty, and purchase decisions, leading to improved sales, market expansion, and revenue growth. However, limited digital literacy and weak content optimization remain major challenges for MSMEs.
References
Adaristi, N. L. P. N., Lestari, P. A., & Prasiani, N. K. (2025). Implementasi Strategi Influencer Marketing, Pemasaran Digital, Dan Kepercayaan Konsumen Dalam Peningkatan Penjualan Produk Dari Ms Cosmetic Pada Pt. Urban Beauty. E-Jurnal Manajemen, 14(10), 799–813.
Ajri, S. A. P. S. M. (2025). Respon Audiens Digital Terhadap Konten Edukasi Lingkungan Di Instagram Pada Akun @ Pandawaragroup. 2(1), 97–108.
Bisnis, J., Yulianti, A. Z., Ayu, I. G., Dewi, A., Pinatih, S., Made, N., & Bisnis, J. (2026). Strategi Komunikasi Digital Instagram @ steamy _ bitess dalam Membentuk Brand Image di Kalangan Followers. 13(1), 150–161.
Desanti, N., Sutrisno, E., Sasongko, A. T., Pontianak, P. N., Pontianak, P. N., & Pontianak, P. N. (2025). Pemanfaatan media sosial instagram untuk meningkatkan penjualan umkm makanan dan minuman pada era ekonomi digital di kota pontianak 1. 6(2), 99–117. https://doi.org/10.38062/jpab.v6i2.1033
Dharma, U. B., & Dharma, U. B. (2025). Universitas Buddhi Dharma DOI: 10.31253/ad.v5i1.3623. 5(1), 67–82. https://doi.org/10.31253/ad.v5i1.3623
Duha, R. K. F., Mrp, R. P. D., Fadhilah, I., & Sinaga, O. (2025). Strategi Pemasaran Media Sosial Yang Efektif Untuk Seniman Muda. Realisasi: Ilmu Pendidikan, Seni Rupa Dan Desain, 2(2), 69–78.
Ermewaningsih, H. (2025). Empowering The Dayak Community’s Economy Through Digital Marketing Of Traditional Accessories Via Social Media. Multidisiplin Pengabdian Kepada Masyarakat, 4(2), 98–103.
Fadli, M. F., & Laksamana, R. (2025). Strategi Transformasi Digital UMKM Dalam Meningkatkan Daya Saing Di Era Ekonomi Berbasis Inovasi: Studi Pada UMKM Di Kalimantan Barat. Jurnal Manajemen Dan Bisnis Indonesia, 11(2), 382–394.
Firdania, M. S., Prihartini, N., & Marselia, M. (2026). Pendampingan Digital Marketing Produk UMKM Kireina Melalui Pembuatan Video Promosi Berbasis Konten Kreatif di Kabupaten Sambas. 9(1), 168–175.
Heng, L., Santika, D., Widya, U., & Pontianak, D. (2025). Pengaruh Social Media Marketing terhadap Kinerja Pemasaran melalui Nilai Pelanggan ( Studi Kasus UMKM Kreatif di Kota Pontianak ). 10(September), 304–313. https://doi.org/10.36636/dialektika.v10i2.6831
Hidayatullah, M. R. (2025). Issn: 3025-9495. 21(1).
Kamil, A. S., Barokah, I., Harahap, N. S., & Deni, A. A. (2024). Pemanfaatan Media Sosial Sebagai Strategi Marketing Umkm Di Era Digital. 03(01), 1–14.
Lunaldy, D., Aminah, S., Gunawan, M. K., & Sari, P. A. (2025). Peran Humas Dinas Komunikasi Dan Informatika (Kominfo) Kota Singkawang Dalam Promosi Destinasi Pariwisata Melalui Instagram@ Kominfo_Singkawang. JOISCO: Journal of Islamic Communication, 3(1), 57–72.
Masithoh, F. N., Zulitsnayarti, A., Syam, M., & Makassar, U. N. (2024). Optimalisasi Literasi Ekonomi Digital Berbasis. 54, 847–862.
Meylani, F. K., & Wiguna, S. V. (2026). Kesadaran UMKM Terhadap Agensi Media Sosial Dalam Meningkatkan Engagement Media Sosial. 4(4), 11999–12006.
Mulyatun, S., Sukmaningrum, D., & Wasiati, H. (2025). Model Stimulus – Respons pada Pemasaran Media Sosial : Pengaruh Instagram dan WhatsApp Business terhadap Engagement dan Loyalitas Konsumen di Coffe Shop Yogyakarta. 22(2).
Prihartini, N., Firdania, M. S., & Akbari, F. (2026). Digital Branding Enhancement of Sambas Liberica Coffee Potention with SWOT Analysis in Data. 12(1), 39–44.
Purba, D. S., Permatasari, P. D., Tanjung, N., Fitriani, R., Wulandari, S., Islam, U., Sumatera, N., Muslim, U., Al, N., & Ekonomi, P. (2025). ANALISIS PERKEMBANGAN EKONOMI DIGITAL. 10(204), 126–139.
Reynard, F., & Heng, L. (2026). The impact of product innovation capabilities on the marketing performance of Pontianak ’ s typical food MSMEs with social media marketing as a mediator. 5(1), 164–173.
Risnawaty, H., Economic, F. O., & Accounting, S. P. (2023). Cakrawala. 36–44.
Salsabilah, D. (2025). Jurnal Sains Ekonomi dan Edukasi Pengaruh Media Sosial dalam Meningkatkan Brand Awareness Wizzmie di Era Digital. 2(6), 1259–1267.
Sara, C. F. (2024). Penggunaan Metode Visual Storytelling untuk Membangun Identitas Visual Berbasis Folklore dalam Branding Produk Lokal. 12(2), 123–134.
Sore, A. D., & Bobi, Y. (2024). Pemberdayaan Ekonomi Lokal Berbasis Anyaman Lidi Di Desa Tapang Semadak Kabupaten Sekadau. Jurnal Pendidikan Ekonomi (JURKAMI), 9(3).
Suhardinata, S., Widya, U., & Pontianak, D. (2023). Bisma, Vol 8. No 2, Juni 2023 Analisis Pengaruh Orientasi Pelanggan, Product Innovatiness , Dan Daya Tarik Promosi Terhadap Kinerja Pemasaran Umkm Makanan Ringan Di Kota Pontianak. 8(2), 409–419.
Sularno, M., Tinggi, S., Islam, A., & Awareness, B. (2025). Strategi Digital Marketing Untuk Meningkatkan Brand Awareness Di Era Media Sosial. 20, 228–240.
Suryanto, D. A., Putri, N. R., & Hikmansyah, A. F. (2025). Pendampingan Dalam Rangka Membangun Brand Awareness Pisang Goreng Kipas Pontianak Melalui Digital Marketing. Jurnal Impresi Indonesia, 4(8), 3049–3064.
Syari, P., Konsumen, I., & Media, D. I. (2024). Jurnal Ekonomika. 12(2), 21–31.
Tania, E. C., & Pratama, H. (2025). Analisis Pengaruh Inovasi Produk, Harga Kompetitif, dan Sosial Media Promosi terhadap Kinerja Pemasaran pada UMKM Sektor Kuliner di Pontianak. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (Jebma), 5(1), 15–24.
Valentina, A., Aurellia, M. D., Natassya, A., Dharmayanto, A., Ivanson, M., & Elysia, C. (2023). Creative Strategies For The Growth Of Msmes In The Kubu Raya Regency- Pontianak. 1(3), 337–348.
Yolanda, C., Hasanah, U., Tjut, U., Dhien, N., Studi, P., Pembangunan, E., Tjut, U., Dhien, N., & Manajemen, P. S. (2024). 2830-7690 peran usaha mikro, kecil dan menengah (umkm) dalam pengembangan ekonomi indonesia 1. 2(3), 170–186.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Refor Diansyah, Resvan Resvan, Syukron Wahyudhi, Tari Indriani, Wulan Purnamasari, Nur Ainun
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
