Does Social Media Marketing Matter, Or Is It Just Digital Noise? Insight from Arifah Jaya SME

Abstract

This study examines the role of social media marketing in the revenue growth and brand awareness of Arifah Jaya SME, a producer of white oyster mushroom chips and bitter melon chips in Trawas Village, Mojokerto Regency. Located in a strategic tourist area, this SME capitalizes on the local souvenir market opportunity. The study employs a qualitative approach through observation and in-depth interviews with the business owner, covering business development from 2005 to 2026. Marketing implementation was carried out through Facebook, Instagram, TikTok, WhatsApp Business, and Shopee, supported by national television coverage. The results show an increase in monthly revenue from IDR 6 million in 2019 to IDR 30 million in 2023–2026. This success was supported by consistent organic content, product certifications, participation in the BRI Incubator Srikandi community, and integrated use of multiple digital platforms.