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All Journal AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment)
Ni Kadek Sintya Pradnyani Putri
Food Technology and Agricultural Product, Faculty of Agriculture, Warmadewa University, Denpasar, Indonesia
Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Education Energy Environmental Science

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Digital Marketing and Effective Management to Expand the Processed Food Market for Micro, Small, and Medium Enterprises in Wanagiri Village, Bali Luh Suriati; N K Mardewi; K A M D Prayoga; Ni Kadek Sintya Pradnyani Putri
AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Vol. 10 No. 3 (2026)
Publisher : Asia Pacific Network for Sustainable Agriculture, Food and Energy (SAFE-Network)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29165/ajarcde.v10i3.1354

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Wanagiri Village, Bali, hold significant potential to strengthen the local economy through diverse processed food products. However, limited digital marketing adoption and uneven managerial capacities constrain their market reach and competitiveness. This study evaluates the impact of digital marketing and effective business management on market expansion among processed food MSMEs in Wanagiri. Utilizing a quantitative approach, data were gathered from 20 actively participating MSMEs via structured questionnaires and analyzed using multiple linear regression. The empirical results indicate that both digital marketing (p < 0.05) and effective management (p < 0.05) positively and significantly affect market expansion. While digital platforms broaden promotional reach and customer engagement, effective management ensures operational stability, quality control, and order fulfilment. The findings underscore that digital marketing achieves optimal results when paired with robust business governance, providing key strategic insights for rural MSME development. Contribution to Sustainable Development Goals (SDGs):SDG 8: Decent Work and Economic GrowthSDG 9: Industry, Innovation and Infrastructure
Co-Authors K A M D Prayoga Luh Suriati N K Mardewi