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All Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
La Ode Ahmad Darwin
Halu Oleo University, Kendari, Indonesia
Economics, Econometrics & Finance

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CRITICAL ANALYSIS ON THE PRACTICE AND EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES IN STRENGTHENING MSME BRANDING IN KENDARI CITY Bunga Kartika; Muh. Husriadi; La Ode Ahmad Darwin
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 12 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20520151

Abstract

Kendari City's MSMEs, which contribute 60% of local GDP, are facing the challenge of low brand equity due to fragmented digital marketing strategies and weak digital infrastructure in the era of transformation post-pandemic. This study aims analyze critical the practice and effectiveness of digital marketing strategies in strengthening the branding of Kendari MSMEs using a qualitative approach descriptive. Data collected through interview In-depth research with 15 informants (MSME owners, agencies, Cooperative Service officials), observation, and documentation, analyzed using the Miles & Huberman model. The results identified three theme Main factors: strategic fragmentation (80%), cultural-content gap Tolaki (73%), and digital infrastructure bottleneck (93%), hindering the RACE framework and brand associations Aaker (1991). Implications covers training local cultural content and contribute to the marketing roadmap contextual emerging market Indonesia.
Co-Authors Bunga Kartika Muh. Husriadi