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Karundeng, Deby Rita
Universitas Gorontalo
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Optimizing Digital Marketing for Competitive MSMEs: Integration of E-Commerce and Social Media in Gorontalo Karundeng, Deby Rita; Suyanto, Mohamad Afan
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4270

Abstract

Despite their substantial economic contribution, many MSMEs still struggle to optimize digital marketing, as their use of social media and e-commerce remains fragmented and limited, reducing competitiveness in wider markets. This study aims to examine the utilization of digital marketing among MSMEs in Gorontalo, focusing on the integration of e-commerce and social media. Using a mixed-methods approach, data were collected through surveys, focus group discussions, and in-depth interviews with MSMEs, government, and academics. Results show that while most MSMEs rely on Facebook and WhatsApp for promotion, their use of e-commerce platforms such as Shopee and Tokopedia remains limited due to high shipping costs, limited human resources, and weak content management strategies. Analytical findings highlight three key barriers: low digital readiness, lack of platform synergy, and structural challenges such as logistics costs. In response, this study proposes an integrative digital marketing model consisting of three components: digital readiness, strategic alignment, and platform synergy. The model has been preliminarily validated with MSME actors and is considered relevant and applicable. The findings contribute to designing policies, academic interventions, and practical strategies to enhance MSME competitiveness in the digital era.
Co-Authors Abd. Rahman Danial Abdillah, Mohamad Rizal Abdul Gofur Abdul Gofur Abdullah, Julie Abdullah, Yunita Damayanti Ade Suhara Afan Suyanto , Mohamad Afan Suyanto, Mohamad Ahmad Sopyan Ahmad Sopyan Andi K Paerah Anggita Permata Yakup Arnice Malanuwa Ayub Rasid Bachtiar Bachtiar Badaruddin Barmin Rahmat Yusuf Basole, Susan Bening , Ghina Gerimis Brandes, Iswan Cakranegara, Pandu Adi Daniel Happy Putra Daud, Ismet Daud, Nurhan Dhety Chusumastuti Djafar, Asri Dwi Yanto Abas Elfrida Ratnawati Endrawati, Titin Fauzia Rukmana Poha Ferawaty Mbuinga Firman Dera Gani, Roydah Haidar Rizki Suaiba Hariansyah, Muh. Khaerul Annas Hasan, Fony Hasan, Wahyudin Hasanuddin Hasanuddin Hasanuddin Hendra Hendra Herlinda Mansur Hunowu, Zet Husain, Lukman Is Ibrahim, Meimoon Ibrahim, Meimoon Idris Pakaya Idrus Usu Idrus Usu Isa, Nirwan Ismail, Silveny Julie Abdullah Julie Abdullah Juniawan Mandala Putra Junus , Onong Kalzum R Jumiyanti Kespandiar, Tengku Laliyo, Surajuddin Lamuda, Ilyas Lutfi Madjid M, Muh Akmar Mahludin H. Baruwadi Makuta, Erwin Malik , Amas Bin Masiaga, Novaliastuti Mbuinga, Ferawaty Mile, Kisran Moh Afan Suyanto Moh Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Arif Novriansyah Moh. Jamal Moodoeto Moh. Rolli Paramata Mohamad Afan Suyanto Mohamad Afan Suyanto Mohamad Afan Suyanto Mohamad Afan Suyanto Mohamad Taufik Hiola Mokoagow, Arsin Mulyana Machmud Musran Munizu Nismawaty S. Pahrun Nofirman, Nofirman Novaliastuti Masiaga Nurbiya Tengkeran Nurhayati Husain Nurhayati Umar Djafar Olfin Ishak Olfin Ishak Podungge, Fatmawaty Pratama, Dody Putra, Juniawan Mandala Rahman, Stephany Rasid, Ayub Usman Rasid, Ayub Usman Ratno A. Entengo Raudya Setya Wismoko Putri Reynaldi Tresnadjaja Riflan Buluati Roydah Gani Safril, Sandi Sasmita Rohizah Setiawan Silviana Taniu Sriwahyuni Mooduto, Yuyun Suaiba, Haidar Rizki Suhara, Ade Sukmayadi Sukmayadi Sukmayadi Suyanto , Moh. Afan Suyanto, Moh. Afan Suyanto, Moh. Affan Suyanto, Mohamad Afan Tamahiwu, Rizki Tolah, Trisnawaty Ismael Tresnadjaja, Reynaldi Usman Rasid, Ayub Wardana, Miko Andi Yakup Parto Yakup Yakup Yakup Yakup Yasin, Rahmin Novi Yusniarti Mustafa Yuyun Sriwahyuni Mooduto