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Articles
Articles
Marketing Analysis of Innovation Products in Social Media Market Orientation
Ferdi Antonio, Luh Komang Candra Dewi, Heny Hidayati, Donny Dharmawan, Agus Nurofik
View Author Affiliations
- Ferdi Antonio: Universitas Pelita Harapan, Indonesia
- Luh Komang Candra Dewi: Universitas Triatma Mulya, Indonesia
- Heny Hidayati: IAIN Pontianak, Indonesia
- Donny Dharmawan: Universitas Krisnadwipayana, Indonesia
- Agus Nurofik: Universitas Sumatera Barat, Indonesia
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Abstract
The purpose of this study is to analyze the obstacles and solutions regarding the marketing analysis of innovation products in social media market orientation. The method used in this study is a qualitative descriptive method. This method is supported by comprehensive secondary data sourced from theoretical books and theoretical practices in journal articles. The research results show that marketing analysis of innovation products in social media market orientation is a crucial approach in the digital era. When companies launch innovative products, whether in the form of new features, environmentally friendly products, or new culinary concepts, social media is no longer just a promotional channel, but rather a strategic ecosystem for understanding and responding to the market. Marketing innovative products within a market-oriented framework on social media requires a radical transformation in how companies interact with their audiences, shifting the focus from simply showcasing advanced features to truly meeting consumers' emotional and functional needs. The most crucial initial step is building a deep, data-driven understanding through active social listening to capture emerging conversations, complaints, and hidden trends within the community.
Keywords
Author Biographies
Ferdi Antonio
Universitas Pelita Harapan
Hospital Administration Study Program, Universitas Pelita Harapan, South Jakarta, Special Capital Region of Jakarta, Indonesia.
Luh Komang Candra Dewi
Universitas Triatma Mulya
Master of Management Study Program, Universitas Triatma Mulya, Jembrana Regency, Bali, Indonesia.
Heny Hidayati
IAIN Pontianak
Sharia Business Management Study Program, IAIN Pontianak, Pontianak City, West Kalimantan, Indonesia.
Donny Dharmawan
Universitas Krisnadwipayana
Management Study Program, Universitas Krisnadwipayana, East Jakarta, Special Capital Region of Jakarta, Indonesia.
Agus Nurofik
Universitas Sumatera Barat
Management Study Program, Universitas Sumatera Barat, Padang City, West Sumatra, Indonesia.
Article Identifiers
- Article Title: Marketing Analysis of Innovation Products in Social Media Market Orientation
- DOI: 10.59431/ijer.v6i2.842
- Publication Date: 2026-06-28
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 6
- Issue: 2
- Pages: 715–722
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Issue Information
Article Details
| Volume: | 6 |
| Issue: | 2 |
| Year: | 2026 |
| Published: | 2026-06-28 |
| Pages: | 715–722 |
| Section: | Articles |
Additional Information
How to Cite
Antonio, F., Dewi, L. K. C., Hidayati, H., Dharmawan, D., & Nurofik, A. (2026). Marketing Analysis of Innovation Products in Social Media Market Orientation. Indonesian Journal Economic Review (IJER), 6(2), 715–722. https://doi.org/10.59431/ijer.v6i2.842
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This work is licensed under a Creative Commons License.
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