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Adriansyah Adriansyah; Nurul Huda Yus’an; Mukarramah Syukur; Siti Hartinah H, Dwi Ayu; Arif Rahman Hasdik

Jurnal Pengabdian dan Pembangunan Lokal 2026 Lembaga Pengembangan Kinerja Dosen

Digital marketing has become a vital tool for business growth today, especially for housewives running small businesses. However, challenges such as a lack of technical knowledge and limited access to digital devices often hinder them from competing in the modern marketplace. In response to this phenomenon, the Community Service (PKM) initiative in Tamallayang Village, Bontonompo, was specifically designed to strengthen the capacity of housewives through education on the use of marketing technology to advance their businesses. This program employs a participatory training model that emphasizes two-way discussions and real-life case studies, allowing participants to understand and directly apply material such as digital marketing fundamentals, WhatsApp optimization, and content creation techniques. The success of this program is reflected in the substantial increase in competency and growing optimism of the participants in managing their businesses in the digital realm. The mothers now not only master the theory but are also able to execute the strategies they have learned to expand product exposure and boost sales figures. The benefits of this activity also have broad implications for strengthening the family economic structure and overall social welfare in the region. Going forward, the successful implementation of digital marketing strategies in Tamallayang Village is expected to become a prototype for empowering MSMEs in other areas, while also emphasizing that technological adaptation is a mandatory step in strengthening business competitiveness in the current era.

Tri Nurhayati; Eliada Herwiyanti; Laeli Budiarti

JURNAL EKONOMI MANAJEMEN AKUNTANSI 2026 sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang

The transformation of revolving funds from the former PNPM Mandiri program into BUM Desa Bersama entities requires accountable financial management aligned with applicable accounting standards. However, inconsistencies between regulations and accounting practices remain. This study analyzes the recognition and measurement of revolving fund assets at BUM Desa Bersama Ajimas Lestari LKD in Ajibarang and assesses their compliance with Ministerial Regulation of Village PDTT No. 136 of 2022 and SAK ETAP. Using a qualitative case study approach, data are collected through interviews, observation, and documentation involving five internal informants. The results show that asset recognition follows regulations, where revolving funds are recorded as receivables upon loan distribution to Women’s Savings and Loan (SPP) groups at nominal value. However, discrepancies persist in asset measurement and presentation, particularly in receivable classification and the placement of allowance for doubtful accounts under equity. These issues stem from limited human resource capacity, lack of a standardized accounting information system, and weak supervision. Strengthening accounting competence and implementing standardized financial reporting systems are essential to improve accountability and transparency in managing community revolving funds.

Sri Yuliyanti Mozin; Regina Alfanesya Machmud; Regina Rahmadani Ismail; Nurul Rabiatul Adawiyah; Ralda Ivanka A Labino

Studi Administrasi Publik dan ilmu Komunikasi 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Abstract This study aims to analyze the legal basis and mechanisms for implementing Minimum Service Standards (MSS) in public service delivery in Indonesia. As a strategic instrument, the MSS is designed to ensure the fulfillment of citizens' constitutional rights through quality basic services. Using qualitative research methods with a juridical-normative approach, this study evaluates the extent to which the implementation of the MSS has been able to create equitable access to services and identifies crucial factors influencing its success. The results indicate that although the MSS has a solid legal basis through Law No. 23 of 2014 and Government Regulation No. 2 of 2018, the reality on the ground still shows significant gaps. Implementation of this policy is often hampered by low organizational capacity at the regional level, limited human resource (HR) competency, inaccurate sectoral data, and weak inter-institutional coordination. This study concludes that the effectiveness of the MSS is highly dependent on strengthening regional fiscal capacity, political commitment of leadership, and the integration of valid data-based planning. This is necessary to achieve social justice and equitable welfare within the framework of a welfare state in Indonesia.

Astrid Kinanti Putri; Hendriyaldi Hendriyaldi; Ovie Yanti

Pusat Publikasi Ilmu Manajemen 2026 Fakultas Ekonomi & Bisnis, Univ

The empowerment of rural communities is a strategic effort to improve the well-being and economic self-reliance of communities in rural areas. One of the instruments developed by the government to support this objective is the establishment of Village-Owned Enterprises (BUMDes) as economic institutions managed by the village and the community in a participatory manner. This study aims to analyze the role of BUMDes in Semaran Village, Pauh Subdistrict, Sarolangun Regency, in empowering the rural community through the management of local potential, the development of productive business units, and the increase in community income. The research method used is a qualitative descriptive approach with data collection techniques through observation, interviews, and analysis of various business programs run by BUMDes. The results indicate that the Semaran Village Government plays a crucial role as a facilitator, initiator, mentor, and supervisor in the management of BUMDes Maju Bersama. The village government is involved in providing initial capital, institutional development, and training to enhance community capacity. Supporting factors for success include Village Fund support, visionary leadership from the Village Head, and active community participation. The main challenges faced include limited capital, a lack of business innovation, low human resource capacity, and limited market access. However, with effective and sustainable management, BUMDes have the potential to serve as a driving force for rural economic development as well as a means of inclusive and sustainable community empowerment.

Muhammad Dhimas Khoirul Alam; Ruben Theofilus Chrysostomus; Anggi Sri Haryati Simarmata

Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

The development of information technology has transformed civil dispute resolution mechanisms in Indonesia, most notably through the issuance of Supreme Court Regulation (PERMA) Number 3 of 2022 on Electronic Mediation in Courts. Despite the normative framework it provides, the implementation of electronic mediation continues to face persistent challenges, particularly regarding limited digital infrastructure, low digital literacy among disputing parties, and insufficient technical capacity of mediators. More critically, when electronic mediation fails to produce a settlement agreement, the subsequent enforcement of civil court decisions encounters serious normative gaps not yet adequately addressed by existing legal instruments. This study aims to identify and analyze the causes of civil judgment enforcement failures arising in the context of failed electronic mediation under PERMA Number 3 of 2022, and to propose normative solutions for the identified regulatory gaps. Using a normative juridical method supported by statutory, conceptual, and case approaches, this study finds that the primary causes of enforcement failure include the absence of clear legal standards governing electronically signed peace deeds, weak synchronization between PERMA Number 3 of 2022 and civil procedural law on execution, and procedural obstacles in enforcing decisions that originate from electronic proceedings. This study recommends targeted regulatory reform to ensure that peace agreements resulting from electronic mediation carry unambiguous executorial force and that enforcement mechanisms are adapted to accommodate the distinctive characteristics of electronic dispute resolution.

Padhilah, Piqi Rizki; Sugiarti, Lilis Diah; Yusup, Deni Kamaludin

DINAMIKA HUKUM 2026 Universitas Stikubank

Presidential Regulation Number 10 of 2021 on Investment Business Fields introduces a fundamental transformation in Indonesia’s investment regulatory regime by replacing the previous negative list approach with a positive list system. This regulatory shift significantly affects the structure of investment liberalization, particularly in the industrial sector, which serves as the backbone of the national economy. This study aims to analyze the regulatory changes introduced by Presidential Regulation 10/2021 and examine their juridical and practical implications for the investment climate and industrial business actors. Using a normative juridical method through the analysis of legislation, policy documents, and academic literature, this research finds that the regulation enhances investment openness, expands foreign ownership, simplifies risk-based licensing, and strengthens legal certainty through the classification of priority business fields, mandatory partnerships with cooperatives/MSMEs, and conditioned business categories. However, its implementation still faces challenges, including the harmonization of sectoral regulations, regulatory–political dynamics, and the government’s supervisory capacity. Overall, Presidential Regulation 10/2021 has the potential to strengthen the attractiveness of the industrial sector and its integration into global value chains, yet its effectiveness strongly depends on consistent implementation and cross-sector policy alignment.   Keywords: Presidential Regulation 10/2021, investment regulation, investment liberalization, industrial sector, investment policy.  

Penina Fakdawer; Indra Kertati; Charis Charistiani

International Journal of Communication, Tourism, and Social Economic Trends 2026 Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

UMKM Digital transformation in local governance is an important instrument in realizing the principles of good governance, especially in regions with complex geographical challenges. This study aims to analyze the effectiveness of e-government implementation at the district level in encouraging community participation in the local development planning process, using a case study of the Fof District Office, Tambrauw Regency. The methods used were descriptive qualitative through field observations, in-depth interviews with district officials and community leaders, and analysis of development documents. The data was analyzed through the stages of reduction, presentation, and drawing conclusions. The results of the study show that the implementation of e-government in Fef District is in a transition phase. Bureaucratic digitization improves administrative efficiency and transparency of public information. However, its effectiveness in expanding community participation is still low. The main obstacles include limited telecommunications infrastructure in several villages and low community digital literacy. As a result, participation in Musrenbang remains dominated by conventional mechanisms, while digital platforms serve primarily as a means of one-way reporting. This study emphasizes that the success of digital transformation depends on the readiness of infrastructure and community capacity, so a hybrid approach that integrates technology with local wisdom is needed to strengthen participation in regional development.

Herlan Lagantondo; Abdi Sakti Walenta

Jurnal Media Administrasi 2026 Universitas 17 Agustus 1945 Semarang, Indonesia

This study aims to analyze digital transformation in public administration as a strategy to improve the efficiency and transparency of government services in Poso Regency. The study uses a qualitative approach with library research methods, sourced from various scientific literature, both national and international journals relevant to the research topic. The results show that digital transformation plays a significant role in improving the efficiency of public services through the automation of administrative processes, thereby accelerating service times and reducing the potential for human error. Furthermore, digital transformation also increases transparency and accountability through the openness of public information that is widely accessible to the public. However, the implementation of digital transformation in the regions still faces various challenges, such as limited technological infrastructure, low readiness and competence of human resources, and suboptimal system integration and data security. Therefore, a comprehensive strategy is needed, including strengthening digital infrastructure, increasing the capacity of government officials, and optimizing open data-based policies. This research is expected to contribute to the development of sustainable digital transformation policies at the regional level.

Jholant Bringg Luck Amelia; Wilson Bangun; Sofiyan Sofiyan

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Digital revolution and the disruption of the global labor market have made public organizations, especially vocational training institutions, even more complicated. This study seeks to examine the impact of dynamic skills on institutional resilience, with innovative leadership serving as a mediating variable. The study employed a quantitative methodology, utilizing data collected from 180 employees at the Medan Vocational and Productivity Training Center (BBPVP). We used Structural Equation Modeling based on Partial Least Squares (SEM-PLS) to look at the data. The findings indicate that dynamic capabilities exert a positive and significant influence on institutional resilience, underscoring the necessity for an organization to identify, capitalize on opportunities, and adapt to change. Dynamic qualities also have a big effect on inventive leadership, which is very important for making organizational change happen. Innovative leadership demonstrably influences institutional resilience and serves as a partial mediator between dynamic capabilities and institutional resilience. This research offers a theoretical advancement by synthesizing institutional theory, dynamic capacities, and innovative leadership to elucidate public organizational resilience. In practical terms, the findings of this study have significant significance for enhancing the adaptive capacity of vocational training institutions in the context of digital disruption.

Berlian Adinda Syafira; Fristia Berdian Tamza; Rinaldy Amrullah

Mahkamah : Jurnal Riset Ilmu Hukum 2026 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The rapid development of information and communication technology has led to the emergence of various forms of digital-based crimes, including the dissemination of electronic information containing online gambling content through social media. This situation poses challenges for criminal law enforcement, as the parties involved are not limited to gambling operators but also include individuals who promote and facilitate access to online gambling platforms. This study aims to examine criminal liability for perpetrators who disseminate electronic information containing gambling content and to analyze judicial considerations in sentencing, referring to the Decision of the Tanjung Karang District Court Number 823/Pid.Sus/2024/PN Tjk. The method used is normative juridical research with statutory, conceptual, and case approaches. Data were collected through literature studies of relevant regulations, criminal law doctrines, and court decisions, and then analyzed using a descriptive qualitative method. The results show that the elements of criminal liability are fulfilled, including the existence of a criminal act, intent, capacity to be responsible, and the absence of grounds that eliminate criminal liability. Furthermore, the panel of judges’ considerations reflect a balanced assessment between juridical and non-juridical aspects, resulting in a decision that embodies legal certainty, justice, and utility. This study is expected to contribute to the development of criminal law, particularly in addressing online gambling crimes in the digital space.

Herlina Novita; Wilson Bangun; Elly Romy

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study seeks to investigate the direct impact of digital transformational leadership on employee engagement and to analyze the mediating function of work-life balance within higher education institutions in Medan. A quantitative methodology was utilized, employing a survey technique with a structured questionnaire disseminated to professors at higher education institutions in North Sumatra Province. The study's population and sample consisted of 120 permanent academics in North Sumatra Province. We utilized a questionnaire to collect data and Structural Equation Modeling (SEM) to analyze it. The findings indicated that digital transformative leadership exerted a favorable and significant impact on lecturer engagement. Nonetheless, work-life balance was not demonstrated to be a significant mediator or moderator in this relationship. This study demonstrates that within the framework of digital transformation, professor engagement is more significantly affected by leadership practices than by perceptions of work-life balance. Digital leadership that works can give teachers more power and make them more interested, but problems that come with the digital invasion need to be handled carefully. This study suggests that companies, particularly higher education institutions, should prioritize the enhancement of digital leadership capacity to sustain and elevate employee engagement in the digital age.

Genova Furu; Dian Ferriswara; Sarwani Sarwani

International Journal of Humanities and Social Sciences Reviews 2026 Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

This research examines the implementation of mobile public services in archipelagic contexts, where dispersed settlements, dependence on sea transportation, weather uncertainty, and limited digital connectivity significantly constrain service access and continuity. Although digital government has developed rapidly, most previous studies focus on urban or mainland settings and rarely consider geography as a determining factor. This creates a gap in understanding how archipelagic conditions interact with governmental capacity, governance structures, and frontline practices. The study aims to explain the mechanisms of mobile service implementation under these constraints and to develop an Archipelagic Implementation Framework that integrates context, capacity, governance, and outcomes. Using a qualitative single-case study approach in Raja Ampat Regency, Indonesia, data were collected through in-depth interviews, policy documents, and limited observation, then analyzed using hybrid thematic analysis. The findings reveal that archipelagic constraints lead to frequent rescheduling, hybrid online–offline service delivery, increased coordination demands, and connectivity challenges. Service sustainability depends on staff rotation, portable infrastructure, and adaptive strategies by frontline actors. The proposed framework highlights how contextual constraints shape administrative capacity, coordination, and service outcomes, offering practical insights for resilient public service delivery.

Zira Artika; Yenni Darvina; Leni Aziyus Fitri; Fadhila Ulfa Jhora

Jurnal Riset Rumpun Matematika dan Ilmu Pengetahuan Alam 2026 Pusat riset dan Inovasi Nasional

The performance of asphalt mixtures is strongly influenced by the composition of their constituent materials, particularly aggregate size and mixing temperature during production. In many tropical and subtropical regions, asphalt pavements frequently experience rutting, reduced stability, and changes in viscoelastic properties due to high environmental temperatures and heavy traffic loads. These conditions can significantly affect pavement durability, making it essential to produce asphalt mixtures that meet established technical standards. This study aims to analyze the effect of variations in aggregate size distribution and mixing temperature on the Marshall characteristics of Asphalt Concrete Wearing Course (AC-WC) mixtures. The research employs the Marshall test method to evaluate the load-bearing capacity and stability of hot asphalt mixtures and to assess their compliance with ASTM/SNI standards. The results indicate that mixtures with standard aggregate gradation achieve stability values of 985 kg at 120°C, 1055 kg at 140°C, and 1107 kg at 160°C. As mixing temperature increases, flow values decrease, while the Marshall Quotient (MQ) increases, indicating improved stiffness. Higher temperatures also enhance compaction, reducing VIM and VMA while increasing VFA. Conversely, non-standard aggregate gradations result in several parameters failing to meet ASTM/SNI requirements, confirming that standard gradation produces superior asphalt performance.

Susia Rahmawati; Agus Sutopo; Mei Ahyanti

VitaMedica : Jurnal Rumpun Kesehatan Umum 2026 STIKES Columbia Asia Medan

Management of hazardous and toxic waste (B3) in hospitals is an important aspect of maintaining environmental health and preventing pollution risks. RSUD Jenderal Ahmad Yani Metro has implemented hazardous waste management using the reduce, reuse, recycle (3R) concept; however, its implementation has never been comprehensively evaluated. This study aimed to evaluate the management of hazardous waste using the 3R concept at RSUD Jenderal Ahmad Yani Metro based on the Regulation of the Minister of Environment and Forestry No. P.56/Menlhk-Setjen/2015 and to identify the supporting factors. This research used a qualitative design with a case study approach. The research informants consisted of 23 participants selected using purposive sampling, including the hospital director, ward heads, IPCN, sanitation officers, 3R waste management officers, and sanitation operators. Data were collected through observation, in-depth interviews, and document review using interview guidelines and checklists. Data analysis was conducted using the Miles and Huberman model, including data reduction, data display, and conclusion drawing. The results showed that the transportation, storage, and processing stages of hazardous waste management were in accordance with the Regulation of the Minister of Environment and Forestry No. P.56/Menlhk-Setjen/2015. However, the sorting and containerization processes were not fully compliant because recyclable waste was still mixed with other hazardous waste. In addition, several supporting factors were identified, including the lack of training and certification among human resources, inadequate infrastructure, and the absence of technical guidelines and standard operating procedures for the 3R waste bank. Therefore, improving human resource capacity, infrastructure, and internal hospital regulations is necessary to optimize 3R-based hazardous waste management.

Isak Klafle; Dian Ferriswara; Ulul Albab; Sapto Pramono

International Journal of Humanities and Social Sciences Reviews 2026 Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

This study aims to analyze the effectiveness of the Papua Special Autonomy policy in improving the welfare of indigenous communities by reviewing the achievement of policy objectives, integration and coordination between institutions, and policy adaptation to the socio-cultural conditions of the local community. The approach used is qualitative with the Qualitative Secondary Analysis (QSA) method, utilizing various secondary data sources such as policy documents, government reports, and relevant research and academic journals. The results of the study indicate that the Papua Special Autonomy policy was designed as an affirmative policy aimed at accelerating regional development, improving community welfare, and recognizing the rights of indigenous communities. This policy has produced several positive results, especially in increasing regional fiscal allocations, developing infrastructure, and expanding community access to education and health services. In addition, the establishment of special institutions such as the Papuan People's Assembly provides space for the representation of indigenous people's culture in the regional government system. However, the study also shows that the Special Autonomy policy faces several challenges, including suboptimal inter-institutional coordination, limited institutional capacity of local governments in managing Special Autonomy funds, and the incomplete integration of indigenous socio-cultural values ​​in the planning and implementation of development programs. Therefore, strengthening policy governance, increasing accountability in fund management, and expanding indigenous community participation are crucial factors in enhancing the effectiveness of Papua's Special Autonomy policy. This research provides theoretical contributions to public policy development, particularly in the context of implementing asymmetric decentralization and culture-based development policies.

Bening Tirta Wibowo; Friski Ardeka Sahda Rianestu; Indra Devian Lumban Gaol

Jurnal Media Administrasi 2026 Universitas 17 Agustus 1945 Semarang, Indonesia

As a priority program that utilizes a large portion of the state budget in its implementation, the Free Nutritious Meals (MBG) program that requires transparent and accountable financial management. This study examines transparency and state financial oversight in the implementation of the Free Nutritious Meals Program. It employs a qualitative approach based on a literature review of various policy sources, government reports, and relevant news coverage. The results of the analysis indicate that the government has made efforts to strengthen governance through the development of digital reporting mechanisms and by enhancing the capacity of program implementers via e-learning systems and financial reporting applications for a partners of the Nutrition Service Units (SPPG). Strengthening and greater transparency of information regarding the allocation and implementation of the program’s budget are needed to ensure public access, thereby realizing transparent and accountable public financial management in the implementation of the Free Nutritious Meals Program.

Andi Rahmat Nizar Hidayat; Tri Cahyo Nugroho

Jurnal Media Administrasi 2026 Universitas 17 Agustus 1945 Semarang, Indonesia

This study aims to analyze how human development governance is implemented by the Government of South Sulawesi Province in reducing regional disparities, identify institutional factors influencing implementation quality, and examine its implications for human development outcomes. The study employs a qualitative approach using a case study design. Data were collected through interviews with key informants from the Regional Development Planning Agency (Bappeda) and relevant Regional Apparatus Organizations, analysis of regional planning documents such as RPJMD and RKPD, and statistical data from the Central Bureau of Statistics related to the Human Development Index (HDI), poverty, and employment. Data were analyzed thematically using triangulation to ensure validity of findings. The results show that the Human Development Index has been positioned as a key performance indicator in regional development planning documents and prioritized in education and health sector policies. Although overall HDI achievement in South Sulawesi is categorized as high, significant disparities remain across regencies and municipalities, particularly in education and standard of living. A poverty rate of 8.06 percent and the increasing trend of the Gini Ratio indicate that distribution of welfare has not been fully equitable. Furthermore, the dominance of the informal sector in the employment structure reflects challenges related to job quality, income stability, and limited social protection coverage. These findings suggest that the main challenge of human development in South Sulawesi lies not only in improving aggregate indicators but also in strengthening bureaucratic capacity, cross-sectoral coordination, and policy implementation consistency to ensure more inclusive and equitable development across regions.

Misbahuddin Misbahuddin; Andi Rahmat Nizar Hidayat

Jurnal Media Administrasi 2026 Universitas 17 Agustus 1945 Semarang, Indonesia

Public service is a key indicator in evaluating local government performance; however, various service issues continue to generate increasing public complaints. This study aims to analyze trends in public complaints, identify the most frequently reported institutions, and examine the types of maladministration and the status of complaint resolution through the Ombudsman of the Republic of Indonesia in South Sulawesi Province during 2023–2025. This study offers novelty by providing an integrated analysis of complaint trends, distribution of reported institutions, types of maladministration, and resolution outcomes based on Ombudsman data at the regional level. This research employs a qualitative approach using document analysis, with public complaint reports as the unit of analysis. Data were analyzed through data reduction, data display, and conclusion drawing. The results indicate that local governments are the most frequently reported institutions (55.1%), with dominant maladministration types including procedural deviations and prolonged delays. Several complaints were proven to involve maladministration and were resolved through the Ombudsman’s supervisory mechanism. These findings highlight that public complaints serve as an important instrument in enhancing accountability and transparency in public service delivery. Therefore, local governments need to strengthen service standards, improve the capacity of public officials, and develop more effective complaint management systems.

Nailah Arrum Tsabita; Michael Lega; Riri Maria Fatriani; Hapsa Hapsa

Jurnal Ilmu Pertahanan, Politik dan Hukum Indonesia 2026 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Bureaucratic reform in Indonesia has encouraged the strengthening of civil service management oriented toward performance through the policy of appointing Government Employees with Work Agreements (PPPK) in order to improve the effectiveness of public organizations. This study aims to analyze the performance of PPPK in supporting the implementation of tasks at the Environmental Agency of Jambi City by using Mangkunegara’s performance theory as the analytical framework. This research employs a qualitative approach with a descriptive method. Data were collected through in-depth interviews and documentation, and then analyzed using data reduction, data display, and conclusion drawing techniques. The results show that the performance of PPPK is generally in the good category and contributes positively to organizational effectiveness. This is reflected in the aspects of work quality, work quantity, and responsibility as explained in Mangkunegara’s performance theory. The alignment between job placement and competence, increased work motivation due to employment status certainty, and organizational support through training and coaching are the main factors supporting performance optimization. However, there are still constraints, particularly the suboptimal understanding of main duties and functions, thus requiring strengthened organizational communication and continuous capacity development. This study confirms that competency-based management and systematic development of PPPK play an important role in improving the effectiveness of task implementation in the public sector.

Salhuteru, Andrie Christina; Hursepuny, Harold; Alvian Sapulette

International Journal of Management 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The rapid development of the digital ecosystem has encouraged Micro, Small, and Medium Enterprises (MSMEs) in Ambon City to adopt online platform-based marketing strategies in response to changing consumer behavior that is increasingly digitally connected. This research focuses on MSME consumers in Ambon City who actively interact with local business products through digital platforms. The main problems identified include low digital marketing adoption by local MSME actors, limited empirical studies on Eastern Indonesia context, and the absence of an integrative analytical model that simultaneously tests three dimensions of digital marketing. This research aims to analyze the influence of digital marketing strategies encompassing social media marketing, paid digital advertising, and content marketing on consumer purchasing decisions of MSMEs in Ambon City. This study employs a quantitative approach with a survey design involving 100 respondents selected through purposive sampling, and data were analyzed using multiple regression analysis after passing classical assumption tests covering normality, multicollinearity, and heteroscedasticity. Results show that social media marketing has a significant effect with a regression coefficient of 0.387, paid digital advertising with a coefficient of 0.312, and content marketing with a coefficient of 0.274, all significant at the 0.05 level. Simultaneously, the three variables explain 67.1% of variation in consumer purchasing decisions with an F-count of 65.847. Social media marketing is proven as the most dominant dimension shaping consumer purchasing decisions of MSMEs in Ambon City. This research concludes that an integrated and contextual digital marketing strategy is a crucial instrument in driving MSME growth in Eastern Indonesia and recommends strengthening digital capacity of local business actors as a priority policy for regional MSME empowerment.Keywords: digital marketing; purchasing decision; MSMEs; social media; Ambon City