Publication Search

This qualitative literature review explores the role of digital marketing and operational strategies in enhancing the performance of Micro, Small, and Medium Enterprises (MSMEs). Drawing on recent empirical studies, the review highlights how digital marketing adoption, product innovation, and operational efficiency contribute to increased sales, customer satisfaction, and competitiveness in MSMEs. The study synthesizes findings from various journals to identify effective marketing strategies and operational practices that are critical for MSMEs’ sustainability. Implications for managers include prioritizing digital platforms and integrating operational improvements to optimize growth. The review also identifies gaps for future research on tailored marketing and operational frameworks in diverse MSME contexts.

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting the national economy, particularly in the fisheries sector. This study was conducted through a direct interview with a fish farming MSME, GG Sawah Farm, managed by Legiono. The purpose was to explore the dynamics of catfish and pangasius farming businesses, including business history, capital needs, marketing strategies, and the challenges faced. The findings reveal that despite its promising economic potential, the business encounters various obstacles such as feed costs, seed availability, and climate changes. However, through innovations such as the use of alternative feed, social media marketing, and product diversification into the frozen food sector, the enterprise has managed to survive and grow. This study recommends improving production efficiency, increasing financial support, and encouraging collaboration with stakeholders to enhance the sustainability and development of small-scale fish farming businesses in Indonesia.

In today's digital era, the application of digital marketing is the main key in increasing the sales volume of various products, including ornamental corals. This research aims to find out how CV Rezky Bahari Makassar applies digital marketing to increase sales of ornamental corals. Through a qualitative approach of exploratory case study type, data collection through interviews, observation, and documentation. data analysis methods using descriptive qualitative. The results showed that CV. Rezky Bahari Makassar has implemented various digital marketing strategies, including social media marketing, such as WhatsApp, Facebook, Instagram, Website and Email Marketing, Integrated digital marketing strategies focus on attractive visual content, technological innovations such as 360-degree videos and direct interaction with customers to increase the visibility and accessibility of its products to consumers. The implementation of this strategy resulted in a significant increase in sales of ornamental corals. Despite facing challenges such as a decline in revenue due to the Covid-19 pandemic in 2020, the company managed to return to a positive growth path through digital marketing strategies, with sales revenue reaching its highest peak in 2023. This research provides insights into effective digital marketing practices in the ornamental coral industry and suggests that the integration of various digital channels can result in increased sales.

This research uses a qualitative method to explore the role of digital marketing skills in enhancing the competitiveness of Islamic banking institutions in the era of digital transformation. The rapid development of information technology requires financial institutions, including Islamic banks, to adapt to digital-based marketing strategies to remain competitive in the market. Digital marketing skills such as social media management, search engine optimization (SEO), content marketing, and digital data analysis have become essential in effectively reaching customers and building strong brand awareness. This study was conducted through in-depth interviews with Islamic banking practitioners and analysis of documentation related to digital marketing strategies. The findings reveal that mastering digital marketing skills significantly helps Islamic banking institutions expand their market reach, improve customer engagement, and strengthen their competitive position in the financial industry. Moreover, the proper implementation of digital marketing also enhances promotional cost efficiency and encourages product and service innovation based on customer needs. These findings serve as a vital reference in developing more relevant Islamic marketing strategies for the current era.

This study uses a qualitative method to examine the effectiveness of marketing strategies implemented by Islamic banks in attracting young customers. The background of this research is based on the significant growth of the Islamic banking sector in Indonesia, which has not yet fully optimized the potential of the youth market segment. Data were collected through in-depth interviews with marketing managers and young customers, as well as documentation of the promotional strategies employed. The findings reveal that marketing strategies emphasizing Islamic values, service digitalization, and social media campaigns significantly influence young customers’ interest. However, some challenges were also identified, such as low Islamic financial literacy among the youth and limited product innovation tailored to their needs. This study recommends strengthening Islamic financial education, collaborating with youth communities, and developing technology-based products and services so that Islamic banks can be more competitive in attracting young customers. With a more adaptive and communicative approach, Islamic banks have the potential to become the preferred choice for the younger generation in the future.

This study aims to uncover the challenges faced by Mr. Jailani in starting and developing the "Bandrek Pak Kumis" UMKM and the strategies implemented to overcome them. The method used is qualitative with a case study approach, through in-depth interviews and direct observation of the business process. The results of the study indicate that limited capital, market competition, and marketing are the main obstacles. However, product innovation, utilization of social media, and building community relations are the keys to Mr. Jailani's success. The conclusion of this study emphasizes the importance of perseverance, creativity, and adaptation in facing the challenges of UMKM.

This research examines the competitive advantages of scarf brands in Indonesia by comparing three cases: Ash Scarf, Brand Botton Scarf, and Umama. The study analyzes how each brand employs differentiation and digitalization strategies to achieve a competitive edge in the market. By applying Porter's generic strategies framework and the resource-based view, this research identifies the unique value propositions, target market focus, and digital marketing effectiveness of each brand. The findings reveal distinct approaches to competitive advantage, highlighting the importance of brand positioning, product innovation, and customer engagement in the online and offline landscape.

In the midst of increasingly fierce modern market competition, traditional beverage products such as sarabba from Makassar began to enter the competitive market. This study aims to analyze the market penetration strategy of Makassar's Sarabba traditional beverage product in an effort to expand its reach and increase competitiveness in local and national markets. Sarabba, as a traditional spice-based drink, has high cultural value and economic potential but faces challenges in terms of marketing and adaptation to modern consumer tastes. The research method used is a qualitative approach with a case study, through direct observation, interviews with business actors, and documentation analysis. The results showed that the market penetration strategy implemented includes product innovation in the form of ready-to-eat packaging, utilization of digital media for promotion, and collaboration with local MSMEs and creative industry players. With the implementation of effective marketing strategies (4P), Saraba can maintain its traditional flavors while reaching new consumers in local and national markets. This research contributes to the development of marketing strategies for traditional products and suggests ways to improve the competitiveness of local products in the international market. This strategy is considered effective in increasing the visibility of Sarabba products among the younger generation and tourists. This research suggests the need for local government support in the form of training, product certification, and market access facilitation to strengthen Sarabba's existence as a competitive local culinary identity in the era of globalization.

Sri Menanti Village has significant potential in the agricultural sector, particularly in banana production. However, the economic value of bananas is often underutilized due to limited innovation in processing. This study aims to develop micro-enterprises through the production of an innovative product called keripik pisang lumer (melt-in-the-mouth banana chips). The method used is a participatory approach involving local communities in training, production, and marketing. The results show that utilizing local resources can increase product value and open up new business opportunities. Keripik pisang lumer has become a popular snack alternative with strong potential for both local and regional markets

The songkok industry in Lamongan has quite a large economic potential, but still faces various challenges in increasing competitiveness, especially in facing increasingly tight market competition. Some of the main obstacles found are lack of innovation, limited access to wider markets, and low utilization of technology in production and marketing. This study aims to explore strategies to increase the competitiveness of local songkok products through a creative economic empowerment program using the Chambers Theory perspective. The research method used is a qualitative approach with data collection techniques in the form of in-depth interviews, field observations, and literature studies. Data analysis was carried out descriptively qualitatively with three main stages, namely data reduction, data presentation, and drawing conclusions. The results of the study indicate that the creative economic empowerment program plays a significant role in improving craftsmen's skills, encouraging innovation in design, and expanding the marketing reach of songkok products. By applying analysis based on Chambers Theory, this empowerment contributes to increasing power within (craftsmen's confidence and awareness), power to (individual capacity to innovate and develop businesses), power with (collaboration between craftsmen in the community), and power over (ability to face competition and external constraints). Based on these results, it can be concluded that empowering the creative economy is an effective strategy in increasing the competitiveness of Lamongan songkok products. Therefore, close cooperation is needed between the government, the artisan community, and the private sector in order to create a sustainable creative industry environment.    

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in Indonesia's economic development, contributing to employment, income generation, and entrepreneurship. However, many MSMEs face challenges in adapting to technological advancements, particularly in implementing digital marketing strategies. This study aims to analyze how digital marketing can accelerate the development of MSMEs in Indonesia through a literature review approach. The findings highlight that digital marketing provides MSMEs with opportunities to expand their market reach, increase brand visibility, and optimize costs. Social media platforms, e-commerce, and other digital tools enable MSMEs to connect with customers more effectively. Despite these benefits, barriers such as limited technological access, lack of digital literacy, and uneven internet infrastructure hinder the adoption of digital marketing. Collaborative efforts from the government, educational institutions, and the private sector are necessary to overcome these obstacles. Providing training, improving access to technology, and fostering innovation are crucial steps to support MSMEs in achieving sustainable growth.

This study aims to analyze the implementation of the 4P marketing mix strategy (Product, Price, Place, Promotion) at Firdaus Farm, a tilapia farming business in Tasikmalaya, and its effectiveness in enhancing the business's competitiveness and profitability. The method used is qualitative descriptive with a case study through observations, interviews, and direct documentation at the business location. The research findings indicate that the product strategy, which emphasizes tilapia quality—such as freshness, uniform size, clean packaging, and quality certification—constitutes the primary factor in attracting consumer interest. The flexible and competitive pricing strategy, adjusted according to market conditions and consumer purchasing power, along with bonuses for loyal customers, proved to increase customer loyalty and sales. Product distribution is carried out through traditional channels and has begun utilizing digital platforms to expand market reach, with the strategic location of the business supporting distribution efficiency. Promotion, still mainly traditional, is starting to develop into digital promotion through social media, which effectively increases product visibility and appeal. This study concludes that the consistent and adaptive application of the 4P marketing mix can enhance Firdaus Farm’s competitiveness in the tilapia market. It is recommended that business practitioners continue to develop product innovations, evaluate pricing, expand digital distribution, and optimize digital promotion in order to face increasingly intense market competition.

This research is motivated by the problem of marketing performance at PT. TPC is seen from the innovation of the K3 Atunas buoy product. Then implement product innovation and online sales to improve PT's marketing performance. TPC. The aim of this research is to find out how strong the influence of product innovation is on marketing performance. The marketing performance variable (Y) consists of three indicators, namely sales growth (Y1), profit growth (Y2), and customer growth (Y3). Meanwhile, the product innovation variable (X) consists of three indicators, namely line expansion (X1), new products (X2), and competing products (X3). From the resulting data it can be concluded that the product innovation variable (X) influences marketing performance (Y) in a significantly positive way. Where the dominant indicator is the line expansion indicator (X1) which is strongly correlated with the sales indicator (Y1) of rX1.1Y1 = 0.481. Product innovation influences marketing performance with a value of r2 = 0.287 or 28.7%. Meanwhile, the remaining 71.3% was influenced by other variables not examined in this research.

This research is the result of quantitative research which aims to answer questions about the influence of Viral Marketing and online Customer Reviews on the buying interest of Shopee marketing consumers. The research method used is quantitative research and the sampling technique uses a purposive sampling method with a sample size of 98 respondents. The data collection technique uses a questionnaire with the help of a Google form which is processed using SPSS version 27 and the data analysis technique uses multiple linear regression. This research focuses on undergraduate students from the Faculty of Economics and Business, Jambi University as young, dynamic and technology-savvy consumers, who very often use the Shopee e-commerce application to purchase various products. So Shopee has become one of the largest e-commerce which is very popular in Indonesia. The results of this research show that Shopee Viral Marketing has a positive effect on buying interest. Then online Shopee Customer Reviews have a positive effect on buying interest. Furthermore, based on the results of simultaneous test statistical calculations, it shows that Shopee's Viral Marketing and Online Customer Reviews have a simultaneous influence on Shopee marketplace consumer buying interest among undergraduate students at the Faculty of Economics and Business, Jambi University. For the Shopee marketplace, it is recommended to increase Viral Marketing promotions and maintain online Customer Reviews on the Shopee marketplace which is already popular among the public. Apart from that, Shopee also needs to create the latest innovations in order to accommodate customer desires and expectations, in order to maintain competitiveness and product relevance in the market.

This study aims to analyze the marketing strategy implemented by Bika Ambon Nasywa, a traditional cake producer located in Sunggal Deli Serdang, Medan City, North Sumatra. A qualitative descriptive approach was used in this study, with data collection techniques through in-depth interviews, observations, and documentation analysis. Data analysis was carried out using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework to identify internal and external factors that influence the marketing of Bika Ambon Nasywa products. The results of the study indicate that the main strength of the product lies in its distinctive taste and the quality of the raw materials used, while weaknesses include limited product and packaging innovation. Opportunities that can be utilized include increasing consumer interest in traditional culinary and the development of information technology for digital marketing. Threats faced include competition with similar products and changes in consumer preferences. Based on this analysis, it is recommended that Bika Ambon Nasywa increase product innovation, improve packaging design, and utilize digital platforms such as social media for promotion in order to expand market share and increase sales.

This study aims to analyze the impact of marketing mix elements on visitor satisfaction at Papuma Beach in Jember, with a focus on Generation Z as the primary target. The marketing mix examined includes word-of-mouth promotion, location, entrance ticket prices, products and services, and available facilities. This research employs a quantitative approach using multiple linear regression analysis, along with partial and simultaneous tests to measure the influence of independent variables on visitor satisfaction. Data were collected through questionnaires distributed to 100 Generation Z respondents, as well as observations and interviews. The findings indicate that, partially, word-of-mouth promotion, location, and facilities do not significantly affect visitor satisfaction. However, ticket prices and the quality of products and services at Papuma Beach significantly influence visitor satisfaction. Simultaneously, the marketing mix affects Generation Z visitor satisfaction with a contribution of 73.5%. The main factors determining visitor satisfaction are the natural beauty, appropriate ticket pricing, and the quality of services provided. This study recommends that Papuma Beach management pay closer attention to marketing strategies aligned with Generation Z preferences and enhance the attraction of the tourist site through service innovations and facility improvements.

UMKM are one form of micro, small, and medium enterprises that are formed because of someone's personal desire. UMKM actors must strive to increase competitive advantage, UMKM must increase adaptation to currently developing technology, increase the ability to use social media and digital marketing, increase product innovation, and expand the market are some of the right steps that are worthy of being taken by UMKM actors. This is worthy of being implemented in order to increase the selling value of UMKM, especially in order to be able to compete with foreign products that are increasingly flooding the national market, considering that UMKM are an economic sector that is able to reduce unemployment (Sudaryanto. 2011). UMKM through digital marketing development can help the community increase income so that they can follow the development of entrepreneurship. The method in implementing UMKM empowerment activities is carried out using observation, surveys, questionnaires, and interviews. The results of this empowerment are that this activity was attended by UMKM Cihil Food which has 10 members, socialization of social media and digital marketing through the creation of a special website for UMKM Cihil Food which is combined with Barcode (QR) innovation. Based on this activity, it was found that in improving the welfare of UMKM, what must be done is to make maximum use of technology, improve the community economy, and improve human resources.

Tegalwaru Village in Ciampea District, Bogor Regency, possesses substantial potential for sustainable Micro, Small, and Medium Enterprise (MSME) development, yet faces challenges in marketing and digital adoption. This study aims to analyze the progress of MSMEs in Tegalwaru, focusing on production, marketing strategies, and ecotourism integration to enhance economic growth. Using a qualitative descriptive approach, data was collected through in-depth interviews with MSME actors, field observations, and document analysis. Findings indicate that while MSMEs have advanced in product diversification and production capacity, their growth is hindered by limited digital marketing skills and inadequate access to capital. Conversely, the village’s rich natural and cultural resources present significant opportunities for ecotourism, which could synergize with MSMEs to boost local income sustainably. The study highlights the need for targeted interventions, including digital literacy training, improved financing access, and collaborative efforts among MSMEs, local government, and tourism stakeholders. By strengthening these aspects, Tegalwaru can achieve holistic MSME development, fostering economic resilience and community welfare. The research underscores the importance of integrating MSMEs with ecotourism as a strategy for inclusive and sustainable rural development.

This study aims to analyze the marketing strategies implemented by Enauto Café to enhance customer attraction and loyalty in Nabire. A descriptive qualitative method was employed through direct observation, interviews with the café manager and customers, and questionnaires distributed to 40 respondents. The findings indicate that social media-based marketing strategies, strong visual branding, and consistent customer service contribute significantly to customer loyalty. However, there are notable weaknesses in direct promotion and menu variety. Therefore, strengthening local promotion efforts and product innovation are recommended as strategic improvements.

The halal industry has experienced significant growth, encouraging Micro, Small, and Medium Enterprises (MSMEs) to continuously innovate in order to compete globally. This study aims to examine the strategies of halal product innovation implemented by MSMEs from the perspective of islamic business management, identify the key driving factors behind innovation in the global market, and analyze its influence on Muslim consumers preferences. This research adopts a literature review methode using various scholarly journals and academic sources. The findings show that effective innovation strategies include collaboration between the government and industry, improvement of ptoduct quality and halal certification, digital technology utilization, and marketing approaches aligned with Islamic pronciples. The main drivees of innovation consist of product and process development, technology and digitalization, the high consumption value of halal products among indonesian consumers a, comprehensive legal framework, import substitution policies, and stakeholder synergy. Halal product innovation has proven to positively influence Muslim consumers preferences, particularly in terms of trust, loyalty, and perceived value. This study highlights that Islamic business management, which emphasizes blessing, ethicts, and sustainability, plays a crucial role in strengthening the global competitiveness of halal MSMEs.