Marketplace-Driven Internationalization and MSME Product Development : (A Case Study of PT Bungas Food Nusantara)

Rahajeng Cahyaning Putri Cipto ; Sudarmiatin Sudarmiatin ; Heri Pratikto
International Journal of Economics and Management... 📅 2026 Vol 3, No 1 🔗 DOI: 10.61132/ijems.v3i1.1158
Abstract
This study aims to analyze the role of marketplace in encouraging digital internationalization and product development at PT Bungas Food Nusantara. The research uses a qualitative approach with a case study method. Data was obtained through in-depth interviews with company management, observation of activities on the marketplace platform, and supporting documentation. The results of the study show that marketplaces function not only as digital distribution channels, but also as strategic infrastructure that allows companies to reach international markets without conventional export mechanisms. Internationalization occurs gradually through increased demand from overseas consumers facilitated by the platform's algorithmic system and global visibility. In addition, the marketplace's reviews, ratings, and analytics features are used as the basis for product development, including packaging adjustments, variant innovation, and data-driven promotional strategies. These findings show that marketplaces play a role as a catalyst for internationalization as well as a driver of product innovation in the context of the digital economy.
Keywords
Digital Internationalization; Marketplace; MSMEs; Platform Economy; Product Innovation
How to Cite

Rahajeng Cahyaning Putri Cipto, et al. (2026). Marketplace-Driven Internationalization and MSME Product Development : (A Case Study of PT Bungas Food Nusantara). International Journal of Economics and Management Sciences, 3(1). https://doi.org/10.61132/ijems.v3i1.1158

Rahajeng Cahyaning Putri Cipto; Sudarmiatin Sudarmiatin; Heri Pratikto, "Marketplace-Driven Internationalization and MSME Product Development : (A Case Study of PT Bungas Food Nusantara)," International Journal of Economics and Management Sciences, vol. 3, no. 1, 2026.

Rahajeng Cahyaning Putri Cipto; Sudarmiatin Sudarmiatin; Heri Pratikto. "Marketplace-Driven Internationalization and MSME Product Development : (A Case Study of PT Bungas Food Nusantara)." International Journal of Economics and Management Sciences, vol. 3, no. 1, 2026.

Rahajeng Cahyaning Putri Cipto; Sudarmiatin Sudarmiatin; Heri Pratikto. "Marketplace-Driven Internationalization and MSME Product Development : (A Case Study of PT Bungas Food Nusantara)." International Journal of Economics and Management Sciences 3, no. 1 (2026).

Rahajeng Cahyaning Putri Cipto, et al. (2026) 'Marketplace-Driven Internationalization and MSME Product Development : (A Case Study of PT Bungas Food Nusantara)', International Journal of Economics and Management Sciences, 3(1). doi: 10.61132/ijems.v3i1.1158.

Rahajeng Cahyaning Putri Cipto; Sudarmiatin Sudarmiatin; Heri Pratikto. Marketplace-Driven Internationalization and MSME Product Development : (A Case Study of PT Bungas Food Nusantara). International Journal of Economics and Management Sciences. 2026;3(1).

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