DARI LAYAR KE LARIS MANIS : SINERGI LIVE STREAMING DAN VIRAL MARKETING DALAM MEMBERDAYAKAN UMKM WISATA BERBASIS KOMUNITAS DI SULAWESI SELATAN
Abstract
Tourism in South Sulawesi holds significant potential, yet Micro, Small, and Medium Enterprises (MSMEs) within the sector frequently encounter challenges in expanding market reach and enhancing competitiveness. This study investigates the contributions of live streaming, viral marketing, and local community co-creation to the competitiveness of tourism MSMEs. This descriptive quantitative study involved 162 tourism MSME actors in South Sulawesi who actively utilize social media, have engaged in live streaming, leveraged viral moments for promotion, and collaborated with local communities. Data were collected via a 5-point Likert scale questionnaire and subsequently analyzed using PLS-SEM, processed with WarpPLS Version 8.0. The findings indicate that while live streaming does not directly enhance MSME competitiveness, it exerts a robust and positive influence on local community co-creation. Conversely, viral marketing demonstrably and significantly impacts both MSME competitiveness and local community co-creation. Most notably, local community co-creation directly and highly effectively boosts MSME competitiveness, also serving as a crucial mediator that transforms the effects of both live streaming and viral marketing into substantial gains in MSME competitiveness. These findings underscore the pivotal role of co-creation in converting the impact of digital marketing into a distinct competitive advantage.
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Zhang, T., & Huang, X. (2022). Viral marketing: Influencer marketing pivots in tourism–a case study of meme influencer instigated travel interest surge. Current Issues in Tourism, 25(4), 508-515.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. journal of retailing and consumer services, 68, 103015.
Afifah, N. N., Arianto, A., & Saeni, R. (2023). Influencer Sebagai Media Promosi Pariwisata Sulawesi Selatan (Studi Kasus Pada Akun Instagram@ Visitsulsel. Id). KAREBA: Jurnal Ilmu Komunikasi, 42-61.
Ariasih, M. P., Iswahyudi, M. S., Hansopaheluwakan, S., Azman, H. A., Hidayat, C., Erwin, E., ... & Afiyah, S. (2023). Marketing Management: Best Strategies And Practices. PT. Green Pustaka Indonesia.
Ayatullah, A. Q., Haif, A., Haq, F. M., Nurhaerat, N., Zulfikar, Z., Sulkifli, S., ... & Bahar, E. W. (2024). Challenges and Solutions to Local Culture of South Sulawesi in the Era of Globalization. Indonesian Journal of Islamic Religion and Culture, 1(1).
Chen, X., Chen, S., Wang, X., & Huang, Y. (2021). " I was afraid, but now I enjoy being a streamer!" Understanding the Challenges and Prospects of Using Live Streaming for Online Education. Proceedings of the ACM on Human-Computer Interaction, 4(CSCW3), 1-32.
Dahlan, M. (2024). Tourism Economic Development Strategy Based on Local Culture in South Sulawesi. Jurnal Ekonomi dan Riset Pembangunan, 2(4), 16-20.
Elsawy, T. M. (2024). Harnessing appreciative inquiry in tourism planning: towards a strategy for poverty alleviation in marginalised communities. International Journal of Tourism Cities, 10(3), 925-956.
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press.
Erwin, E., Pasaribu, A. W., Novel, N. J. A., Thaha, A. R., Adhicandra, I., Suardi, C., ... & Syafaat, M. (2023). Transformasi Digital. PT. Sonpedia Publishing Indonesia.
Erwin, E., Riswanto, A., Sepriano, S., Zafar, T. S., & Dewi, L. K. C. (2023). SOCIAL MEDIA MARKETING: Analytics & Mastering the Digital Landscape. PT. Sonpedia Publishing Indonesia.
Erwin, E., Suade, Y. K. M., & Putra, S. D. (2024). ALAT KOMUNIKASI DIGITAL: KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 74-91.
Erwin, E., Judijanto, L., Yuliasih, M., Nugroho, M. A., Amien, N. N., & Mauliansyah, F. (2024). Social Media Marketing Trends. PT. Sonpedia Publishing Indonesia.
Giertz, J. N., Weiger, W. H., Törhönen, M., & Hamari, J. (2022). Content versus community focus in live streaming services: how to drive engagement in synchronous social media. Journal of Service Management, 33(1), 33-58.
Ifadhila, I., Rukmana, A. Y., Erwin, E., Ratnaningrum, L. P. R. A., Aprilia, M., Setiawan, R., ... & Setiawan, H. (2024). Pemasaran Digital di Era Society 5.0: Transformasi Bisnis di Dunia Digital. PT. Sonpedia Publishing Indonesia.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second Edition). SAGE Publications, Inc.
Hua, N., Li, B., & Zhang, T. (2023). Live streaming: pushing limits of hospitality and tourism online experiences. International Journal of Contemporary Hospitality Management, 35(10), 3703-3717.
Huang, Z. J., Lin, M. S., & Chen, J. (2024). Tourism experiences co-created on social media. Tourism Management, 105, 104940.
Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal Strat. Mgmt. J, 20, 195–204. https://doi.org/https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
Hurdawaty, R., & Tukiran, M. (2024). Strategies to Increase the Competitiveness of Micro, Small and Medium Enterprises (MSMES): A narrative literature review. South Asian Journal of Social Studies and Economics, 21(1), 112-125.
Ji, G., Fu, T., & Li, S. (2023). Optimal selling format considering price discount strategy in live-streaming commerce. European Journal of Operational Research, 309(2), 529-544.
Kim, J., & Kim, M. (2024). Viral dynamics on social media: Enhancing brand engagement through meme marketing strategies. Journal of Current Issues & Research in Advertising, 1-18.
Kock, N. (2020). WarpPLS 7.0 User Manual. Laredo, TX: ScriptWarp Systems.
Leal, M. M., Casais, B., & Proença, J. F. (2022). Tourism co-creation in place branding: the role of local community. Tourism Review, 77(5), 1322-1332.
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.
Maupa, H., Jilbert, J., & Sanusi, A. (2024). Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance. Revista de Gestão Social e Ambiental, 18(7), e06819-e06819.
Purnomo, S., & Purwandari, S. (2025). A Comprehensive Micro, Small, and Medium Enterprise Empowerment Model for Developing Sustainable Tourism Villages in Rural Communities: A Perspective. Sustainability, 17(4), 1368.
Putra, S. D., & Erwin, E. (2023). Effects of Virality: Culinary MSME Brand Orientation in Using Social Media Influencers. Jurnal Mirai Management, 8(2).
Rossanty, Y., Harahap, R., & Nasution, R. R. (2024). Unlocking SME Potential: How Digital and Organizational Readiness Influence Attitudes Toward Social Media Live Streaming. Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan, 5(4).
Shrestha, R. K., & L’Espoir Decosta, P. (2023). Developing dynamic capabilities for community collaboration and tourism product innovation in response to crisis: Nepal and COVID-19. Journal of Sustainable Tourism, 31(1), 168-186.
Xie, C., Yu, J., Huang, S. S., & Zhang, J. (2022). Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective. Tourism management, 91, 104513.
Zhang, T., & Huang, X. (2022). Viral marketing: Influencer marketing pivots in tourism–a case study of meme influencer instigated travel interest surge. Current Issues in Tourism, 25(4), 508-515.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. journal of retailing and consumer services, 68, 103015.
Published
2025-08-10
How to Cite
Erwin, E., Suade, Y. K. M., Monalisa, M., & Triany, N. A. (2025). DARI LAYAR KE LARIS MANIS : SINERGI LIVE STREAMING DAN VIRAL MARKETING DALAM MEMBERDAYAKAN UMKM WISATA BERBASIS KOMUNITAS DI SULAWESI SELATAN. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 2385-2407. https://doi.org/10.31955/mea.v9i2.5895
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Articles
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