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All Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Diky Angga Hendrawan
Department of Entrepreneurship, Universitas Nahdlatul Ulama Lampung
Economics, Econometrics & Finance

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DIGITAL MARKETING CAPABILITY AND MSME COMPETITIVENESS IN SOPPENG REGENCY: A CONTEXTUAL REVIEW Asnia Minarti; Muhammad Ashfaq; Diky Angga Hendrawan; Nurfadillah Nurfadillah
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 3 No. 3 (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.22263260

Abstract

Purpose: This study examines how digital marketing can strengthen the competitiveness of micro, small, and medium enterprises (MSMEs) in Soppeng Regency, Indonesia, and identifies the organizational conditions required for digital activities to generate business value. Methodology: The study uses a structured narrative literature review that purposively synthesizes peer-reviewed studies on digital marketing, social media, marketplace adoption, digital transformation, entrepreneurship, and MSME development, with priority given to evidence from Soppeng and comparable small-business settings. Official regional planning documents are used only to establish local policy context. Findings: The synthesis shows that digital marketing is most effective when it is treated as an organizational capability rather than as isolated social-media promotion. Market reach and visibility must be connected to informative content, customer engagement, a simple transaction pathway, service responsiveness, entrepreneurial knowledge, and performance measurement. Local evidence also reveals an important boundary condition: promotion by itself does not necessarily increase sales, indicating that conversion mechanisms and operational readiness matter. Originality/Value: The article integrates fragmented local evidence into the P5-Soppeng framework: digital-readiness mapping, market positioning, content production, conversation and conversion, and performance measurement. Practical Implications: The framework provides a staged approach for MSME owners, local government, universities, and business-support organizations to design capability-based digitalization programs that can be implemented with limited resources.
Co-Authors Asnia Minarti Muhammad Ashfaq Nurfadillah Nurfadillah