Visual Brand Identity Without Conversion: A Single-Case Study of Design Consistency, Social Media Content, and Referral-Driven Sales in a Stik Nanasku Food MSME

Cindy Cindy; Fransiscus Carlos S; Nur Rahmat Agis

doi:10.32503/jmk.v11i3.9062

Cindy Cindy Politeknik Tempo
Fransiscus Carlos S Politeknik Jambi
Nur Rahmat Agis Politeknik Jambi

DOI: https://doi.org/10.32503/jmk.v11i3.9062

Abstract

Micro, small, and medium enterprises (MSMEs) increasingly rely on visual branding and social media to support digital entrepreneurship; however, the relationship between visual brand identity and customer conversion remains insufficiently explored, particularly in student-run food businesses. This study examines how visual brand identity, packaging design, and social media content relate to customer engagement and sales performance in Stik Nanasku, a pineapple stick snack business in Jambi. The novelty of this research lies in its integration of branding, social media performance, and sales outcomes within a student-managed MSME context, highlighting the gap between brand visibility and actual customer conversion. An exploratory descriptive single-case study design was employed using secondary data, including brand guidelines, product and competitor audits, SWOT analysis, Digital Business Model Canvas, transaction records, social media analytics, and an influencer campaign plan. Quantitative data were summarized from transaction records, while qualitative data were analyzed through document and visual content analysis. The findings indicate that the business successfully developed a coherent visual identity system and strategic business plan, while social media activities reached 7,660 accounts across 24 posts. Despite this reach, sales remained low, totaling 70 units and generating Rp490,000 in revenue. Most sales originated from personal referrals, whereas marketplace and social media channels produced no measurable conversions. The study also identified operational issues, including inconsistent brand specifications, unclear engagement metrics, and promotional costs exceeding realized revenue. The results suggest that visual branding and social media exposure alone are insufficient to generate customer conversion; therefore, effective business execution, brand governance, and conversion-focused marketing strategies are essential for improving commercial performance in early-stage MSMEs.

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