Problem-Based Learning Through Social Media Proven to Improve Student Competencies in Managing MSME Branding

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FORMOSA NEWS

Winda Widya Dini, Feriandy, and Deni Indra Purnama Koto from Universitas Mitra Bangsa researched the effectiveness of the social media-assisted Problem Based Learning (PBL) method in improving students' abilities to manage MSME branding. Published in mid-2026, this research provides an important breakthrough to bridge the gap between academic theory and the practical skill needs of students in today's digital business world.

The development of digital technology requires business actors, including MSMEs, to have a strong marketing strategy on social media. Unfortunately, the learning process in management study programs is often still dominated by theory, making it difficult for students to respond to digital market dynamics and apply these concepts in real situations.

To solve this problem, the researchers implemented a learning innovation through Classroom Action Research involving students in the Social Media Technology course. Students were directly confronted with real MSME problems, such as low audience interaction, inconsistent content, and inappropriate platform selection. The students were then asked to analyze the problems, design marketing strategies, produce creative content, and manage it directly through social media.

The evaluation results show that the implementation of this learning method provides a highly significant improvement in competencies. Several key findings from the research include:

• The average score of students' abilities soared rapidly with an increase of 16.6 points, from 66.7 in the initial stage to 83.3 in the final stage.
• Students experienced a drastic improvement in their ability to plan structured, data-driven branding strategies.
• Students were proven capable of producing digital content that is more innovative and relevant to the target market.
• The management of MSME social media accounts by the students became much more targeted and professional.
• The level of participation, effective team collaboration, and students' self-confidence increased sharply when they presented the results of their marketing projects.

These findings bring a positive impact on higher education institutions and the business world. University graduates can now be better prepared with practical competencies that can be directly applied to help develop MSME marketing to be more competitive.

"The combination of the PBL method and the use of social media can create learning that is active, contextual, and relevant to the needs of business and industry," concluded Winda Widya Dini and the team of academics from Universitas Mitra Bangsa in their final report.

Author Profile: This research was authored by Winda Widya Dini (Corresponding Author), Feriandy, and Deni Indra Purnama Koto. All three are academics at Universitas Mitra Bangsa. This team has expertise in business management, digital marketing, Micro, Small, and Medium Enterprises (MSME) development, and learning method innovations.

Research Source:

• Article Title: Strengthening MSME Branding Competencies Through Social Media-Based Problem Based Learning (PBL) in the Context Of Student Business Management
• Journal Name/Volume: Indonesian Journal of Business Analytics (IJBA), Vol. 6, No. 3
• Publication Date: June 2026
• Official Link (DOI): https://doi.org/10.55927/ijba.v6i3.16618