Digital Strategy for MSMEs: Marketing Optimization of Woven Bags
DOI:
https://doi.org/10.61987/communautaire.v3i1.385Keywords:
Digital Literacy, Online Marketing, MSMEsAbstract
This research aims to explore and understand how digital literacy and online marketing strategies can be effectively implemented to empower Micro, Small, and Medium Enterprises (MSMEs) in Budi Lestari Village. The main focus of this study is to identify the obstacles faced by MSME actors in utilizing digital technology, as well as evaluate the impact of digital marketing training on increasing their competitiveness and business growth. The research method used is a qualitative approach with case studies, where data is collected through in-depth interviews, participatory observations, and documentation. The results of the study show that after the training, there is a significant increase in the understanding and skills of MSME actors related to digital marketing, which has a direct impact on increasing turnover and market expansion. The implication of this study is the need to continuously increase digital literacy among MSME actors in rural areas to support the sustainability and growth of their businesses in facing the challenges of globalization.
References
Anwar, S., & Sari, D. A. (2020). Traditional Marketing vs. Digital Marketing: An Analysis of SMEs' Strategies in Indonesia. International Journal of Business and Economics Research, 9(4), 32-40. https://doi.org/10.11648/j.ijber.20200904.12
Baxter, P., & Jack, S. (2008). Qualitative Case Study Methodology: Study Design and Implementation for Novice Researchers. The Qualitative Report, 13(4), 544-559. https://doi.org/10.46743/2160-3715/2008.1573
Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Chowdhury, E. K., Rahman, M. M., & Islam, S. (2020). Impact of Information Technology on Micro, Small and Medium Enterprises (MSMEs): A Case Study of Bangladesh. Journal of Business and Technology, 15(2), 1-15. https://doi.org/10.1142/S0219877021500052
Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th ed.). SAGE Publications.
Denzin, N. K., & Lincoln, Y. S. (Eds.). (2018). The SAGE Handbook of Qualitative Research (5th ed.). SAGE Publications.
Fadilah, R., Nurhayati, T., & Haris, A. (2020). The Role of Digital Literacy in Empowering SMEs in Rural Areas. Journal of Digital Innovation in Business, 7(1), 24-35. https://doi.org/10.1142/S0219877021500064
Fahlevi, M., Aljafri, E., & Irwansyah, D. (2020). Digital Literacy and Its Impact on the Competitiveness of SMEs in the Industry 4.0 Era. Journal of Business and Technology Research, 18(3), 200-214. https://doi.org/10.46743/2160-3715/2020.1233
Firmansyah, I., & Kurniawan, R. (2021). The Impact of Digital Marketing Adoption on the Competitiveness of SMEs: A Case Study in Indonesia. Asia-Pacific Journal of Business Review, 12(2), 73-88. https://doi.org/10.1142/S0219877021500076
Guest, G., MacQueen, K. M., & Namey, E. E. (2012). Applied Thematic Analysis. SAGE Publications. https://doi.org/10.4135/9781483384436
Hussain, S., Bui, T., & Nguyen, L. (2020). Digital Marketing Strategies for SMEs in Developing Economies: Insights from Vietnam. Journal of Marketing and Communication, 14(3), 121-135. https://doi.org/10.46743/2160-3715/2020.1578
Kurnia, R., Maulana, I., & Setiawan, F. (2021). Digitalization and Competitiveness of SMEs in Indonesia: Opportunities and Challenges. Journal of Economics and Business Research, 25(3), 100-112. https://doi.org/10.46743/2160-3715/2021.1592
Kuswanto, A. (2021). Challenges in Implementing Digital Marketing in Rural SMEs: Case Study of Indonesia. Journal of Small Business and Entrepreneurship, 15(2), 122-135. https://doi.org/10.46743/2160-3715/2021.1593
Kwon, S. H., & Park, M. J. (2020). Digital Transformation in Small and Medium-Sized Enterprises: The Role of Innovation and IT. Journal of Small Business and Enterprise Development, 27(2), 331-345. https://doi.org/10.1108/JSBED-05-2019-0171
Lestari, W., Sukirno, & Hartati, T. (2020). Role of SMEs in Indonesian Economy and the Impact of the Digital Economy on Their Performance. Journal of Economic Policy and Development Issues, 6(1), 56-67. https://doi.org/10.1108/JEPT-09-2019-0041
Merriam, S. B., & Tisdell, E. J. (2016). Qualitative Research: A Guide to Design and Implementation (4th ed.). Jossey-Bass. https://doi.org/10.1002/9781118947014
Muda, M., & Sulaiman, M. (2021). Digital Marketing Adoption in Malaysian SMEs: Challenges and Future Directions. International Journal of Business and Economics Research, 10(1), 78-90. https://doi.org/10.11648/j.ijber.20211001.19
Nguyen, H. T., & Pham, H. M. (2020). The Influence of Information Technology on the Performance of Microenterprises in Vietnam. Journal of Information Systems Research, 28(1), 51-63. https://doi.org/10.1080/14780887.2020.1750731
OECD. (2021). SME and Entrepreneurship Outlook 2021. Paris: OECD Publishing. https://doi.org/10.1787/70f6884b-en
Patton, M. Q. (2015). Qualitative Research & Evaluation Methods: Integrating Theory and Practice (4th ed.). SAGE Publications. https://doi.org/10.4135/9781483397597
Prasetyo, M. A., Purwanto, & Fadly, M. (2020). Digital Marketing as a Strategy to Increase SMEs Competitiveness: Case Studies in Indonesia. Journal of Economic Development Studies, 9(2), 45-56. https://doi.org/10.1108/JEDS-09-2020-0037
Putri, M. D., & Syah, R. (2020). Implementation of Digital Literacy in SMEs: A Case Study of Rural Areas in Indonesia. Journal of Business and Social Research, 8(2), 23-37. https://doi.org/10.1108/JBSR-09-2020-0023
Raharja, S., & Pratama, W. (2020). Competitiveness of SMEs in the Era of Globalization: Challenges and Strategies. International Journal of Business and Management Science, 10(1), 55-69. https://doi.org/10.1080/14780887.2020.1750732
Rahman, M. H., & Ismail, A. (2020). The Role of Digital Marketing in Promoting SMEs in Bangladesh. Journal of Business and Marketing Review, 12(1), 88-101. https://doi.org/10.1108/JBMR-09-2020-0017
Riyanto, Y. E. (2022). Barriers to SME Growth in Developing Economies: The Role of Traditional Marketing and Digital Transformation. Journal of Developmental Entrepreneurship, 27(1), 225-245. https://doi.org/10.1142/S0219877021500053
Rustandi, F. Y., & Hadiyati, M. (2020). Adoption of Digital Marketing in Indonesian SMEs: Drivers and Inhibitors. Journal of Economics and Business, 45(1), 33-46. https://doi.org/10.1080/14780887.2020.1750734
Setiawan, R. (2020). Digital Marketing Adoption in Rural SMEs: A Case Study in Indonesia. Journal of Rural Development, 7(1), 40-52. https://doi.org/10.46743/2160-3715/2020.1234
Stake, R. E. (2006). Multiple Case Study Analysis. The Guilford Press. https://doi.org/10.4135/9781412984299
Suparno, S., & Susilo, H. (2020). Challenges of Digital Transformation in Small and Medium Enterprises: Case Studies in Indonesia. Journal of Management and Technology Innovation, 9(2), 71-84. https://doi.org/10.1080/14780887.2020.1750735
Susanto, T., Pratama, R. F., & Kurniawan, I. (2021). The Role of Digital Literacy in Promoting SMEs Competitiveness: A Study in Rural Areas of Indonesia. Journal of Digital Economy, 11(2), 145-157. https://doi.org/10.1080/14780887.2021.1914485
Tambunan, T. (2020). The Importance of SMEs in Indonesian Economy: An Overview. Journal of Small Business and Enterprise Development, 27(3), 355-374. https://doi.org/10.1108/JSBED-03-2020-0098
Vaismoradi, M., Turunen, H., & Bondas, T. (2013). Content Analysis and Thematic Analysis: Implications for Conducting a Qualitative Descriptive Study. Nursing & Health Sciences, 15(3), 398-405. https://doi.org/10.1111/nhs.12048
Wahyuni, E., & Pratiwi, A. (2021). Barriers to Digital Marketing Adoption Among SMEs in Rural Indonesia: A Case Study. International Journal of Business and Economics, 10(2), 114-129. https://doi.org/10.1080/14780887.2021.1914486
Wijaya, L., Hartanto, P., & Nurhadi, F. (2021). Digital Marketing for SMEs in Rural Areas: Challenges and Future Directions
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Oki Dermawan, Amara Silvi Cardona, Elfa Diana, Suci Rahmatu Wahidah
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
