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All Journal Jurnal Nuansa Akademik: Jurnal Pembangunan Masyarakat International Journal of Health, Economics, and Social Sciences (IJHESS)
Fathul Huda
Faculty of Economics and Business, Graha Ananda Institute of Health Technology and Business, Palu, Indonesia
Religion Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Development Of Optimization Strategies For MSMES' Competitive Advantages In The Digital Era Fathul Huda; Andhyka; Jenita Frisilia; Abdul Azis R; Rahmat Yanuary
Nuansa Akademik: Jurnal Pembangunan Masyarakat Vol. 10 No. 1 (2025)
Publisher : Lembaga Dakwah dan Pembangunan Masyarakat Universitas Cokroaminoto Yogyakarta (LDPM UCY)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47200/jnajpm.v10i1.2726

Abstract

Maximizing digitalization is essential for MSMEs to thrive, requiring strategies that align with their business models. The digital era brings challenges, especially rising competition, necessitating precise approaches to sustain competitiveness. During the COVID-19 pandemic in 2021, Yeyadana Store adapted by adopting the 7P Marketing Mix, upgrading technology, and optimizing SEO content, which transformed its operations. MSMEs must adopt similar strategies to stay competitive and meet evolving customer expectations. This study examines factors affecting MSME competitiveness in Palu and suggests optimization strategies to support growth in the digital era. Employing a mixed-method approach, it begins with quantitative data collection and analysis, followed by qualitative validation. Findings reveal that only 36% of MSMEs in Palu use digital marketing, while 64% depend on traditional methods, emphasizing the need for wider digital adoption. Key strategies proposed include product and service development, customer data analysis, digital skill enhancement, social media marketing, and strategic partnerships.
Development of Digital-Based Marketing Methods (Meta Ads) to Increase MSME Sales Andhyka; Fathul Huda; Rahmat Yanuary; Jenita Frisilia; Kadek Bramdhika Ada
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 6 No. 4: October 2024 - International Journal of Health, Economics, and Social Sciences (IJHESS
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v6i4.1558

Abstract

The growth of MSMEs in developing areas, especially Palu City, continues to increase and some have failed so that they have to close their businesses. This failure can be caused by several factors, including limited budget for marketing, making it difficult to compete with large companies in terms of promotion and advertising. The difficulty in gaining sufficient visibility in a crowded and competitive market is often a factor in MSMEs sinking among larger and better-known competitors, making it difficult to reach and attract the attention of the right target market. Another factor is due to the lack of knowledge of MSME actors about modern marketing skills, such as the use of social media platforms and other digital marketing tools. This study aims to explore the effect of using meta ads on increasing sales of Micro, Small, and Medium Enterprises (MSMEs) in Palu City, so that they can have the right target market. This study will use a mixed method approach by combining quantitative and qualitative design methods with a sample size of 30 samples divided into two groups using ads marketing and conventional marketing. Bivariate data analysis using paired t-test showed that marketing through Meta Ads has a significant positive effect on the income of MSME actors compared to conventional marketing. Most respondents have proven that advertising is needed to attract consumers and that the use of social media, especially Meta Ads.
Co-Authors Abdul Azis R Andhyka Jenita Frisilia Kadek Bramdhika Ada Rahmat Yanuary Rahmat Yanuary