Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Practical Management Studies
Mohamad Irfan Maulana
Universitas Islam Kadiri (UNISKA)
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Exploration of Digital Marketing Strategy Potential for Prima Karya Stationery Store Mohamad Irfan Maulana; Edi Murdiyanto; Taufik Akbar
Journal of Practical Management Studies Vol. 4 No. 2 (2026): JPMS - September (2026)
Publisher : CV. Jala Berkat Abadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61106/jpms.v4i2.153

Abstract

The rapid development of digital technology requires Small and Medium Enterprises (SMEs) to adapt, including traditional stationery retail stores. This study aims to explore the potential of digital marketing strategies at the Prima Karya Stationery Store. This research employs a qualitative exploratory approach with data collection techniques comprising observation, in-depth interviews with owners, employees, and customers, as well as documentation. The results indicate that the store possesses a high potential for digital marketing, characterized by clear market segmentation, product readiness, and the initial use of WhatsApp for communication. However, the store's readiness is currently in the pre-adoption phase. While managerial readiness shows openness to innovation, human resources and technological infrastructure (such as digital payments) remain underdeveloped. The main barriers identified include limited capital, low digital competence, and a strong path dependency on conventional mouth-to-mouth marketing. In conclusion, the store needs a gradual digital transformation, starting with basic social media optimization and digital payment integration to enhance local competitiveness before expanding to a broader e-commerce market.
Co-Authors Edi Murdiyanto Taufik Akbar