The Role of Social Media Platforms as a Means of Digital Marketing Innovation for Startups in Indonesia

Trees Nia Sari Widjaja; Melati Triani Putri; Distya Ayu Renatasari; Hendra Wardhana; Finny Redjeki

doi:10.31004/riggs.v4i2.1933

Authors

Trees Nia Sari Widjaja Universitas Sangga Buana
Melati Triani Putri Universitas Sangga Buana
Distya Ayu Renatasari Universitas Sangga Buana
Hendra Wardhana Universitas Sangga Buana
Finny Redjeki Universitas Sangga Buana

DOI:

https://doi.org/10.31004/riggs.v4i2.1933

Keywords:

Digital Marketing, Innovation, Social Media, Startups.

Abstract

This study explores the role of social media platforms as an innovative digital marketing tool for startups in Indonesia. With the growing number of digital startups and internet penetration, social media has become a strategic platform to build brand awareness, engage customers, and enhance business growth. The research adopts a qualitative literature review approach, analyzing various studies and cases in the Indonesian startup ecosystem. Findings suggest that platforms like Instagram, TikTok, Facebook, and LinkedIn significantly contribute to marketing innovation by enabling low-cost promotions, real-time customer interaction, and viral campaigns. The paper also identifies challenges including algorithm changes, content saturation, and limited human resources. Strategic recommendations are provided for startups to optimize their social media presence.

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