The development of digitalisation and globalisation requires MSMEs to adopt effective and integrated digital marketing strategies to improve competitiveness in international markets. This study aims to examine the effect of an integrated digital marketing strategy, which combines multi-channel and digital alliance approaches, on MSME performance. A quantitative research method with a survey approach was used, involving a sample of MSMEs that have been actively using digital marketing for at least six months. Data were analysed using Structural Equation Modeling (SEM) with the help of AMOS software. The results showed that multi-channel integration and digital alliances significantly improved the marketing performance of MSMEs in facing the challenges of globalisation. The findings strengthen the Resource-Based Theory (RBT) and Technology Acceptance Model (TAM) in the context of MSME digital marketing. The practical implications of this research emphasise the importance of digital capability development and strategic collaboration as keys to the success of MSMEs in the global market. The research also provides recommendations for MSME players and policy makers to support training programmes and facilitation of sustainable digital alliances.

This study aims to analyze the influence of Resource-Based View (RBV) on innovation performance in Micro, Small, and Medium Enterprises (MSMEs) that have expanded internationally, with government information access as a moderation variable. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The object of the research is CV. Delta Raya, an MSME in the furniture sector from Batu City that has successfully penetrated the export market to Japan, South Korea, and Mexico. The results of the study show that human capital investment and political connections have a significant positive effect on innovation performance. Although international experience does not have a direct effect, the effect becomes significant when moderated by government information access. Access to government information also strengthens the influence of political connections on innovation. The implications of this study underscore the importance of collaboration between MSME actors and government institutions in encouraging internal resource-based innovation.

This article discusses the concept of competitive advantage and its application in SMEs, with a case study on Ash Scarf, an SME in the hijab fashion industry. This study analyzes how Ash Scarf builds competitive advantage through differentiation and digitalization strategies. By referring to theories from Michael Porter and other experts, this research evaluates how Ash Scarf utilizes product uniqueness, customer service, and digital technology to compete in a competitive market. The research findings indicate that product differentiation and the effective use of digital platforms enable Ash Scarf to achieve a strong position in the market. This study also identifies the challenges SMEs face in implementing these strategies and provides recommendations for future development.

The increasingly competitive competition in international market is a challenge for Indonesia. In the development and economic growth, Small and Medium Industries (SMEs) play an important role. This study was conducted to find the most relevant marketing strategy so that sales at CV. Delta Raya, Sidoarjo, can increase. Based on the results of observations, CV. Delta Rata is in quadrant 1, which indicates a favorable situation. For CV. Delta Rata, because it has the strength that can be utilized as an opportunity to increase sales results. With this study, it is expected that business actors will improve the quality and quantity of optimal services, expand the market, and maximize the development of information technology.
 

Digital transformation has reconstructed the marketing landscape, presenting TikTok as a narrative and affective space in shaping consumption decisions. This study investigates the interaction between Storytelling Marketing (STM), Electronic Word of Mouth (e-WOM), and Fear of Missing Out (FOMO) in mediating One Piece comic purchase intention. With a PLS-SEM approach to 385 respondents, it was found that STM and e-WOM not only have a direct impact on purchasing decisions, but also form a psychological resonance in the form of FOMO which strengthens consumptive urges. TikTok in this case is not just a medium, but an affective field where perceptions, emotions, and social impulses intertwine, blurring the line between narrative and economic decisions. This finding confirms the role of content strategy as a construction of meaning that activates symbolic ownership through collective emotional urgency.

Coffee wood products, natural pet chews, have emerged as one of the unique export commodities developed by Micro, Small and Medium Enterprises (MSMEs) PT Eco Choo in Indonesia. This article presents a case study on export dynamics in the coffee wood MSME sector, secondary data analysis comes from online news, company website, books and articles. The analysis includes the profile of MSMEs, product characteristics, global market penetration strategies, determinants of success and challenges faced. The findings show that the high global demand for eco-friendly pet products is a major driver. Success relies heavily on the ability to consistently maintain quality, product and service safety, manage raw material supply chains, utilize digital marketing, and comply with destination market regulations.. This case study of the coffee wood sector underlines the potential of a creative economy based on local natural resources, while highlighting the importance of quality standards and global market understanding for MSMEs looking to upgrade.

MSMEs face complex challenges in building brand equity and customer loyalty in the digital era, where global competition and dynamic consumer preferences require innovative marketing strategies (Lasrado et al., 2022). This research aims to analyse the role of experiential marketing in improving brand equity and customer loyalty of MSMEs in international markets, with case studies on the creative sector (fashion/culinary) in three regions: ASEAN, Middle East, and Europe. Using an explanatory quantitative approach, data was collected from 400 active customers through a structured questionnaire and analysed with SEM-AMOS. Results show experiential marketing has a significant effect on brand equity. Practical implications include data analytics-based budget allocation recommendations and cultural adaptation in marketing strategies. The findings contribute to the global MSME digital marketing literature and offer operational guidance for businesses.

This study is a study of digital marketing strategies related to Boneka Bubu, a product that went viral on social media such as TikTok and Instagram. In this context, emotional and content-based marketing work that connects brands with audiences, especially millennial and Gen Z consumers, plays a very positive role. Humorous approaches, memorable characters, and communities play a role in driving the success of Boneka Bubu's digital campaign which aims to increase brand awareness, sales, and customer loyalty. This analysis examines and tries to solve various issues related to UGC, influencer collaboration, and limited edition promotional strategies that build urgency. Data and research show that emotional-based marketing, which involves consumers in the content creation process, strengthens relationships that lead to conversion and engagement. This study explains the impact of the creative process and authenticity that are emphasized for digital marketing strategies in the age of social media.
 
 

 
This study aims to analyze the role of business incubators in State Vocational High Schools (SMKN) in building student business start-ups in Mojokerto Regency. Business incubators in SMKN have great potential to encourage the development of students' entrepreneurial skills through training, mentoring, and access to business resources. The research approach used is qualitative with a case study method, involving the principal, incubator manager, entrepreneurship teacher, and students as research subjects. Data collection techniques were carried out through in-depth interviews, observation, and documentation. The results of the study indicate that business incubators in SMKN act as the main facilitators in improving students' skills and motivation to start a business. Supporting factors for the success of the program include school support, cooperation with the business world, and adequate facilities. However, several challenges were also identified, such as limited funds, human resources, and low student participation. However, the existence of business incubators has had a positive impact on students' readiness to establish start-ups, as seen from the success of several students in developing independent businesses. This study concludes that optimizing business incubator programs requires increased financial support, strengthening partnerships with the industrial world, and integrating practice-based entrepreneurship curriculum. The recommendations of this study are expected to be a reference for SMKN managers and other stakeholders to improve the effectiveness of business incubator programs in producing a competent generation of young entrepreneurs.
 
 

This research aims to understand the role of Ambition for Freedom in entrepreneurship learning as a motivation for students to become entrepreneurs at SMKN 1 JETIS Mojokerto. Using a phenomenological approach, this research explores the subjective experiences of students involved in entrepreneurial learning and how Ambition for Freedom contributes to shaping their motivation to enter the world of entrepreneurship. Data was collected through in-depth interviews with 10 students of SMKN 1 JETIS Mojokerto who had an interest in entrepreneurship, as well as observations of entrepreneurial learning activities in class. Research findings show that students who feel freedom in determining their business tend to have higher motivation to become entrepreneurs, especially because they feel empowered to explore creative ideas and make decisions independently. Ambition for Freedom was found to be an important factor that encourages students to overcome challenges and start businesses. This research contributes to the understanding of how elements of freedom in entrepreneurship education can increase students' interest and readiness for entrepreneurship, and suggests integrating aspects of freedom in the design of the entrepreneurship curriculum at SMKN 1 JETIS Mojokerto.