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All Journal Economics and Business Journal (JUMPER) MAXIMAL META - JOURNAL
Isma Azis Riu
Universitas Negeri Makassar, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Social Sciences

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Journal : meta - journal

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Beyond Trial And Error: Hybrid Strategies And Practical Learning In The Digital Marketing Adoption By Culinary Entrepreneurs In Makassar Isma Azis Riu
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 5 (2026): June
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i4.441

Abstract

This qualitative study investigates how culinary micro, small, and medium enterprises (MSMEs) in Makassar, Indonesia, learn, adopt, and integrate digital marketing strategies into their business operations. Drawing on an integrated theoretical framework combining the Technology Acceptance Model (TAM) and Entrepreneurial Learning theory, the study examines three distinct business segments: traditional food stalls (warung), home-based MSMEs, and small cafes. Using purposive sampling with 15–20 informants, data were collected through semi-structured in-depth interviews and participatory observation, and then analyzed thematically. Findings reveal that digital adoption is not a linear, rational decision but rather a dynamic journey driven by survival needs, pragmatic learning, and informal social networks. Key themes include experience-based digital learning, resource constraints, platform algorithm dependence, informal knowledge-sharing networks, and the emergence of hybrid marketing strategies. The study concludes with managerial implications offering practical, actionable guidance directly applicable to culinary business owners navigating the rapidly evolving digital landscape.
Co-Authors Hery Maulana Arif Irsan Radjab Nurul Fadilah Aswar Tenri Sayu Puspitaningsih Dipoatmodjo