Content-Based Instruction: Enhancing Students' Business English Communication Skills through Promoting MSMEs Products

Authors

  • Fahrur Rozi

    Economics Education, Universitas Negeri Semarang, Semarang City 50229, Indonesia
  • Sri Wahyuni

    English Language Education, Universitas Negeri Semarang, Semarang City 50229, Indonesia
  • Christianti Tri Hapsari

    English Language Education, Universitas Negeri Semarang, Semarang City 50229, Indonesia
  • Ardhy Meylana

    English Language Education, Universitas Negeri Semarang, Semarang City 50229, Indonesia
  • Sawitri Erlianingtyas

    English Language Education, Universitas Negeri Semarang, Semarang City 50229, Indonesia
  • Awanda Bramantika Saqifanty

    English Language Education, Universitas Negeri Semarang, Semarang City 50229, Indonesia

DOI:

https://doi.org/10.30564/fls.v7i10.10820
Received: 1 July 2025 | Revised: 26 August 2025 | Accepted: 18 September 2025 | Published Online: 10 October 2025

Abstract

The purpose of this study is to examine the effectiveness of Content-Based Instruction (CBI) in enhancing students' business English communication skills via digital platforms. This study was conducted using a mixed-method approach. Content-based instruction and students' perceptions in learning business English were explained by using descriptive qualitative research. The impacts of content-based instruction on students' business English communication skills were measured through quantitative analysis. A sample of 50 economics and business students was analysed for promoting MSME (Micro, Small, and Medium Enterprises) products through digital platforms like YouTube, Instagram, Facebook, and TikTok. A questionnaire, observation, interview, and tests were used as research instruments. The analysis employed Brown, H.D., and Heaton, J.B.'s rubric for speaking skills and for the content of videos. The results showed that using content-based instruction for business English and promoting MSME products was effective in the learning process. It improved students' business English communication skills and also increased students' motivation and engagement. The concept of integrating MSME promotion with business English instruction through content-based instruction is innovative. The integration of digital marketing and practical tasks is pedagogically meaningful and relevant these days. Based on the researcher's knowledge, content-based instruction using video promotion of MSMEs in learning business English products has never existed.

Keywords:

Business English; Communication Skills; Content-Based Instruction; Digital Platforms; MSMEs Products

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How to Cite

Rozi, F., Wahyuni, S., Tri Hapsari, C., Meylana, A., Erlianingtyas, S., & Saqifanty, A. B. (2025). Content-Based Instruction: Enhancing Students’ Business English Communication Skills through Promoting MSMEs Products. Forum for Linguistic Studies, 7(10), 894–909. https://doi.org/10.30564/fls.v7i10.10820

Issue

Vol. 7 , Iss. 10 (October 2025): In progress

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Article

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Copyright © 2025 Fahrur Rozi, Sri Wahyuni, Christianti Tri Hapsari, Ardhy Meylana, Sawitri Erlianingtyas, Awanda Bramantika Saqifanty

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This is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.