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All Journal Widya Cipta : Jurnal Sekretari dan Manajemen JABE (Journal of Applied Business and Economic) Jurnal Inovasi Pendidikan Ekonomi EKONOMI BISNIS Diseminasi : Jurnal Pengabdian kepada Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences ALMUJTAMAE: Jurnal Pengabdian Masyarakat Maqdis: Jurnal Kajian Ekonomi Islam Lentera: Jurnal Ilmu Dakwah dan Komunikasi Dharma: Jurnal Pengabdian Masyarakat Optimum: Jurnal Ekonomi dan Pembangunan Widya Cipta : Jurnal Sekretari dan Manajemen
Elsa Widia
Universitas Perintis Indonesia
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Social Sciences Other

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Digital Communication Strategy to Increase Visibility of Women's MSMEs: A Case Study of Padang City Weriframayeni, Annisa; Octafia, Sri Mona; Widia, Elsa
Lentera: Jurnal Ilmu Dakwah dan Komunikasi VOL 9, No.02 (2025): LENTERA
Publisher : Fakultas Ushuluddin, Adab dan Dakwah, Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21093/lentera.v9i02.9904

Abstract

Women's participation in Indonesia's economy has long been a focus of attention. Notably, more than 60 percent of MSMEs (Micro, Small, and Medium Enterprises) in Indonesia are managed by women. While numerous studies have examined how digitalization impacts MSME performance in Padang City, there has been little to no specific research on effective communication strategies in the digital realm. Therefore, this study aims to provide comprehensive and relevant insights for developing effective digital communication strategies to enhance the marketing performance of women-owned MSMEs in Padang City. The study includes an in-depth analysis of the types of digital platforms used, the messages conveyed, and the ways interactions with customers are conducted through social media, websites, or e-commerce platforms. The research methodology involves the collection of primary data through in-depth interviews and surveys, as well as secondary data related to the profiles of women-owned MSMEs. The data analysis employs multivariate regression analysis to identify the influence of several independent variables on multiple dependent variables simultaneously.The results indicate that strategies involving the use of social media and online advertisements are highly effective in increasing the visibility of MSMEs on social media platforms. Meanwhile, using websites and online advertisements proves to be more effective in driving visitors to the MSME websites.
Digital Transformation of Women-Owned MSMEs: Marketing Strategies to Adapt to The Dynamics of Consumer Behavior in The Digital Era Octafia, Sri Mona; Malik, Rio Andika; Widia, Elsa
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 9 No. 2 (2025): September
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v9i2.11521

Abstract

Women-owned MSMEs play a strategic role in the national economy. However, many women MSMEs do not yet have adequate digital capacity to respond to changes in consumer behavior that now rely on technology in making purchasing decisions. In addition, structural barriers such as limited access to technology and capital, as well as socio-cultural barriers such as gender stereotypes and double workloads, complicate the process of adopting digitalization. Although many studies discuss these challenges, there are still limited studies that specifically explore the digital marketing strategies implemented by women-owned MSMEs in response to the dynamics of consumer behavior, especially in the local context. This study aims to analyze the digital marketing strategies adopted by women-owned MSMEs in Padang City. The approach used is a mixed method with an explanatory sequential design, starting with a survey of 125 women MSMEs, followed by in-depth interviews. The findings of this study indicate a significant shift in consumer behavior in the digital era, emphasizing the importance of convenience and ease in purchasing decisions. Therefore, it is crucial for women-led MSMEs to understand these behavioral changes and master appropriate marketing strategies to thrive in this evolving market landscape.
Co-Authors Dwipa Junika Putra Endrizal Ridwan MUHARJA, FAJRI Putra, Dwipa Junika Rio Andika Malik Safri Yetmi, Yosi Sri Mona Octafia Weriframayeni, Annisa