The Effectiveness of Instagram on The Sales Performance of Msmes in South Kalimantan Within the Context of Post Digital Fatigue

Authors

  • Rindiani Amelia Universitas Ciputra
  • Ignatius Ismojo Herdono Universitas Ciputra

DOI:

https://doi.org/10.59141/jrssem.v5i5.1258

Keywords:

MSMEs, Digital Transformation, Post Digital Fatigue, Instagram Effectiveness, Ordinal Logistic Regression

Abstract

Digital transformation is often promoted as a solution to improve the marketing performance of MSMEs. However, in the context of ultra-micro businesses in South Kalimantan, the impact does not always align with this narrative. This study examines the influence of post-digital fatigue , perceived effectiveness of Instagram, and the length of time the business has been active on the platform on MSMEs' perceptions of increased sales. A quantitative approach was used with 204 ultra-micro business owners in 13 districts/cities, analyzed using ordinal logistic regression. The results show that all three variables significantly influence perceptions of increased sales. These findings indicate that digital stress can become a psychological and operational burden rather than guaranteeing sales success. This study contributes to the literature on micro-sector digitalization and emphasizes the need for more contextual and applicable digital training.

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Published

2025-12-30

How to Cite

Amelia, R., & Ismojo Herdono, I. (2025). The Effectiveness of Instagram on The Sales Performance of Msmes in South Kalimantan Within the Context of Post Digital Fatigue. Journal Research of Social Science, Economics, and Management, 5(5), 9606–9613. https://doi.org/10.59141/jrssem.v5i5.1258

Issue

Vol. 5 No. 5 (2025): Journal Research of Social Science, Economics, and Management

Section

Articles

License

Copyright (c) 2025 Rindiani Amelia, Ignatius Ismojo Herdono

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