Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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All Journal Journal of Economics and Social Sciences
Titin Yuni Astutik
Universitas PGRI Mpu Sindok
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Social Sciences

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Digital Marketing Strategies for Agribusiness SMEs in Enhancing Competitiveness and Consumer Purchase Decisions: A Phenomenological Study in Nganjuk Regency Moh. Rifqi Fauzi; Titin Yuni Astutik; Mohammad Alfa Rifhera Bintang; Meilina Tina Nurdiana
Journal of Economics and Social Sciences (JESS) Vol. 5 No. 2 (2026)
Publisher : CV. Civiliza Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59525/jess.1749

Abstract

The purpose of this study is to examine how digital marketing helps agricultural MSMEs in Nganjuk Regency become more competitive and influence consumer purchasing decisions. Interviews, observations, and documentation were used in a qualitative method with a phenomenological design. The results show that digital marketing may boost consumer trust, broaden market reach, improve product visibility, and boost company competitiveness. However, there are still issues with its implementation, including a lack of human resources and insufficient computer literacy. As a result, digital marketing transformation—achieved through ongoing processes of adaptation, learning, and the development of digital competencies—emerges as a critical approach for the sustainability of agribusiness MSMEs.
Co-Authors Meilina Tina Nurdiana Moh. Rifqi Fauzi Mohammad Alfa Rifhera Bintang