The findings were published in the International Journal of Economic, Finance and Business Statistics and highlight how social media responsiveness, visual storytelling, and consistent online engagement now play a major role in consumer trust and business reputation.
The research arrives at a time when Indonesian MSMEs are rapidly shifting from conventional marketing to digital platforms. In Makassar, one of Eastern Indonesia’s largest economic centers, thousands of small businesses now rely on Instagram, TikTok, WhatsApp Business, and e-commerce platforms to reach customers. Yet many enterprises still struggle to turn digital activity into a strong and recognizable brand identity.
According to the researchers, many MSMEs already maintain active social media accounts but use them mainly as online catalogs or price announcement boards. Businesses that fail to create meaningful narratives or interact consistently with customers often disappear in the crowded digital marketplace.
The study emphasizes that digital communication is no longer simply an additional marketing tool. For many MSMEs, it has become the primary “face” of the business.
Researchers collected data from 392 MSME owners in Makassar from sectors including culinary businesses, fashion, creative industries, and services. The culinary sector represented the largest share of respondents at 50.5 percent, reflecting the strong role of food and beverage businesses in the local economy.
The research used a quantitative approach supported by questionnaires, digital observations, and statistical analysis. Respondents were evaluated based on several indicators, including content quality, upload consistency, responsiveness to customer messages, and the use of digital features such as livestreaming and online advertising.
Results showed that digital business communication among Makassar MSMEs was rated “very effective,” with an average score of 4.12 out of 5. Brand image also received a “very good” classification with an average score of 4.05.
One of the most important findings involved customer responsiveness. Businesses that quickly replied to WhatsApp chats, Instagram comments, and online inquiries consistently earned stronger brand image scores than less responsive competitors.
The research team from Universitas Negeri Makassar observed that local consumers place high value on friendliness, transparency, and rapid communication. In Makassar’s business culture, responsiveness signals trustworthiness and professionalism.
“Digital communication effectiveness is strongly influenced by how businesses humanize interaction through speed and openness,” the researchers from Universitas Negeri Makassar explained in their discussion of the findings.
Short-form video content also proved significantly more effective than static images in building brand recognition. Culinary MSMEs that uploaded videos showing cooking processes, product preparation, or behind-the-scenes activities were viewed as more authentic and credible by consumers.
Consumers reportedly associated transparent visual content with higher product quality and hygiene standards. As a result, businesses were able to strengthen their reputation without depending heavily on expensive advertising campaigns.
The study also highlighted the cultural dimension of digital marketing in Makassar. Businesses that used local expressions, polite conversational styles, and culturally familiar language in their social media posts generated stronger engagement from audiences.
This suggests that localized communication strategies remain highly important even within global digital ecosystems. MSMEs that integrate regional identity into their online branding may develop deeper emotional connections with customers.
Consistency emerged as another major factor affecting brand image. Businesses that uploaded content daily or maintained regular interaction patterns achieved more stable brand recognition. In contrast, inactive or inconsistent accounts often created perceptions of unreliability.
The researchers also found that transparency significantly strengthened consumer trust. MSMEs that clearly displayed physical addresses, customer testimonials, contact information, and ordering links were viewed as more credible than businesses with incomplete online profiles.
Customer reviews played an especially powerful role in attracting new buyers. In Makassar’s socially connected culture, online testimonials function as a digital version of word-of-mouth recommendations. Businesses that highlighted positive reviews through Instagram Highlights or similar features gained trust more quickly.
Another notable finding involved businesses located outside Makassar’s main commercial centers. Several MSMEs operating in suburban or peripheral areas successfully developed premium brand images through professional digital communication alone. The study suggests that effective digital branding can reduce the disadvantages traditionally associated with physical business location.
Researchers also warned that paid advertising alone does not guarantee long-term reputation growth. Businesses that focused only on advertisements without maintaining quality customer interaction risked damaging their brand image over time.
The study cited examples from Makassar and nearby Gowa, where traditional weaving businesses producing Lipa’ Sa’be textiles increased product value by using storytelling techniques online. By explaining historical meaning, cultural significance, and handmade production processes, these MSMEs transformed their products from simple commodities into cultural art pieces with premium market appeal.
The findings carry important implications for MSME development programs across Indonesia. The researchers recommend that local businesses invest more seriously in communication management, content quality, and customer interaction strategies rather than relying solely on sales promotions.
The study also encourages local governments and MSME agencies to provide digital communication training programs focused on reputation management, crisis communication, and visual branding. Support for creative studios, photography equipment, and digital content production could further strengthen the competitiveness of local businesses.
For policymakers, the research demonstrates that digital literacy for MSMEs should include communication strategy and customer engagement, not only technical platform usage.
Author Profile
Hasisa Haruna is an academic at Universitas Negeri Makassar specializing in digital business communication, MSME development, and marketing strategy. The research was co-authored by Andi Anggi Kemalasari, Nur Rahmi, and Nurhayani from the same university.
Source
“Analysis of the Effectiveness of Digital Business Communication in Improving the Brand Image of UMKM in Makassar City.” Published in the International Journal of Economic, Finance and Business Statistics, Vol. 4, No. 2, 2026.
DOI: https://doi.org/10.59890/ijefbs.v4i2.419
URL: https://dmimultitechpublisher.my.id/index.php/ijefbs
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