Multi-Platform Digital Marketing Strategy and Performance Metrics of Micro Creative Enterprises: A Case Study of Fairy Charm Beaded Accessories in Malang, Indonesia

Evi Suwarni ; Wening Patmi Rahayu ; Agus Hermawan
JURNAL RISET MANAJEMEN (JURMA) 📅 2026 Vol 4, No 1 🔗 DOI: 10.54066/jurma.v4i1.3750
Abstract
The advancement of digital technology has created significant opportunities for micro enterprises to expand their market reach through various digital platforms. This study aims to analyze the digital marketing strategy and marketing performance measurement of Fairy Charm, a micro-scale beaded accessories business based in Malang, Indonesia. An exploratory case study method was employed, with data collected through observation, documentation, and digital metrics analysis. The findings reveal that Fairy Charm simultaneously implements a multi-platform digital marketing strategy across Instagram, TikTok, Shopee, WhatsApp Business, and Google My Business, guided by a 4P marketing mix approach. Performance metrics indicate 194 profile visits, 418 total social media impressions, 20 business interactions, and 40 products sold with an average order value of IDR 250,000. Although brand awareness remains limited, consistent visual content strategy and multi-platform management proved effective in establishing an online presence for a newly established business. This study provides practical insights for creative MSMEs in designing and measuring digital marketing strategies during the early stages of business development.
Keywords
Creative MSME; Digital Marketing; E-Commerce; Micro Enterprise; Multi-Platform
How to Cite

Evi Suwarni, et al. (2026). Multi-Platform Digital Marketing Strategy and Performance Metrics of Micro Creative Enterprises: A Case Study of Fairy Charm Beaded Accessories in Malang, Indonesia. JURNAL RISET MANAJEMEN (JURMA), 4(1). https://doi.org/10.54066/jurma.v4i1.3750

Evi Suwarni; Wening Patmi Rahayu; Agus Hermawan, "Multi-Platform Digital Marketing Strategy and Performance Metrics of Micro Creative Enterprises: A Case Study of Fairy Charm Beaded Accessories in Malang, Indonesia," JURNAL RISET MANAJEMEN (JURMA), vol. 4, no. 1, 2026.

Evi Suwarni; Wening Patmi Rahayu; Agus Hermawan. "Multi-Platform Digital Marketing Strategy and Performance Metrics of Micro Creative Enterprises: A Case Study of Fairy Charm Beaded Accessories in Malang, Indonesia." JURNAL RISET MANAJEMEN (JURMA), vol. 4, no. 1, 2026.

Evi Suwarni; Wening Patmi Rahayu; Agus Hermawan. "Multi-Platform Digital Marketing Strategy and Performance Metrics of Micro Creative Enterprises: A Case Study of Fairy Charm Beaded Accessories in Malang, Indonesia." JURNAL RISET MANAJEMEN (JURMA) 4, no. 1 (2026).

Evi Suwarni, et al. (2026) 'Multi-Platform Digital Marketing Strategy and Performance Metrics of Micro Creative Enterprises: A Case Study of Fairy Charm Beaded Accessories in Malang, Indonesia', JURNAL RISET MANAJEMEN (JURMA), 4(1). doi: 10.54066/jurma.v4i1.3750.

Evi Suwarni; Wening Patmi Rahayu; Agus Hermawan. Multi-Platform Digital Marketing Strategy and Performance Metrics of Micro Creative Enterprises: A Case Study of Fairy Charm Beaded Accessories in Malang, Indonesia. JURNAL RISET MANAJEMEN (JURMA). 2026;4(1).

Artikel Terkait

Implementasi Business Intelligence dan Metode TOPSIS dalam Sistem Pendukung Keputusan Pemilihan Produk Terlaris pada Toko Retail Berbasis Dashboard Analitik

Nurul Mukharomi Azizah; Wargijono Utomo

Analisis Penentuan Harga Jual Kompetitif Kue Tar Berbasis Full-Costing

Afriani Afriani; Irwansyah Irwansyah; Rizky Ramadhan

Pengaruh Strategi Promosi, Persepsi Risiko, dan Persepsi Harga Jual Kembali Terhadap Minat Berinvestasi Emas pada PT Pegadaian Cabang Dompu

Widia Ningsih; Yeye Suhaety; Lilis Marlina

Pengaruh Penerapan Prinsip ESG dan Green Invesment terhadap Nilai Perusahaan Perbankan yang Terdaftar di BEI Tahun 2022-2025

Maulida Asnawati Rohmadina; Bintis Tianatud Diniati; Alfianis Setiyaning Nur Rohma; Intan Adilia Putri; Rizqy Mufida

Pengaruh Store Layout dan Store Atmosphere terhadap Purchase Intention Gen Z pada Ritel Modern di Malang

Andreas Hadirianto; Santi Widyaningrum; I Gusti Ngurah Agung Arya Bhakta Narayana; Sahala Manalu; Catharina Aprilia Hellyani

Dinamika Konflik Sosial dalam Penertiban Pedagang Kaki Lima di Kawasan Perkotaan

Cece Cece
Tren Sitasi Jurnal