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All Journal IAES International Journal of Artificial Intelligence (IJ-AI) Jurnal Ilmu Pertanian Indonesia Agromet MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Jurnal Pustakawan Indonesia FORUM STATISTIKA DAN KOMPUTASI Seminar Nasional Aplikasi Teknologi Informasi (SNATI) Jurnal Ilmu Komputer dan Informasi Jurnal Pembangunan Wilayah dan Kota Agrikultura Jurnal Keteknikan Pertanian Proceedings of KNASTIK Jurnal Simetris TELKOMNIKA (Telecommunication Computing Electronics and Control) Jurnal Ilmu Komputer dan Agri-Informatika Forum Agribisnis SITEKIN: Jurnal Sains, Teknologi dan Industri Jurnal Teknologi Informasi dan Ilmu Komputer Journal of ICT Research and Applications Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) International Journal of Advances in Intelligent Informatics Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Widyariset JOIN (Jurnal Online Informatika) Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Informatika Pertanian Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control BAREKENG: Jurnal Ilmu Matematika dan Terapan JITK (Jurnal Ilmu Pengetahuan dan Komputer) Jurnal Informatika Universitas Pamulang Jurnal ULTIMATICS CYBERNETICS BHUMI: Jurnal Agraria dan Pertanahan Komputasi: Jurnal Ilmiah Ilmu Komputer dan Matematika Aptisi Transactions on Technopreneurship (ATT) JURNAL METEOROLOGI DAN GEOFISIKA Building of Informatics, Technology and Science Journal of Robotics and Control (JRC) Indonesian Journal of Electrical Engineering and Computer Science Computer Science and Information Technologies Jurnal Tanah dan Iklim Widyariset Aiti: Jurnal Teknologi Informasi Jurnal Pustakawan Indonesia Makara Journal of Science Eduvest - Journal of Universal Studies J-Icon : Jurnal Komputer dan Informatika Jurnal Sistem Informasi
Agus Buono
Department Of Computer Science, Faculty Of Mathematics And Natural Science, Bogor Agricultural University, Jalan Meranti, Kampus IPB Darmaga, Bogor 16680,
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Enhancing MSME Digital Marketing through Public-Private Partnerships with Fuzzy AHP Bahukeling, Trukan Sri; Suroso, Arif Imam; Buono, Agus; Nurhayati, Popong
Aptisi Transactions On Technopreneurship (ATT) Vol 8 No 1 (2026): March
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v8i1.667

Abstract

Public Private Partnership (PPP) is a contractual arrangement between government and private institutions to share resources, tools, and expertise for delivering public services. In Indonesia, PPPs have been widely applied in infrastructure sectors, but little attention has been given to their role in supporting micro, small, and medium enterprises (MSMEs) in adopting digital marketing. This study aims to build a PPP institutional scenario for implementing digital marketing in MSMEs and to formulate a priority strategy for strengthening PPP-based digital marketing policy. A mixed-method approach was employed, combining scenario planning with the Fuzzy Analytical Hierarchy Process (FAHP). Data were collected from 17 experts through in-depth interviews and analyzed using scenario modeling and fuzzy weighting techniques. The findings indicate that developing institutional guidelines, establishing a task force, fostering commitment, and creating PPP patterns are key strategies to enhance MSMEs’ digital adoption. The results highlight the importance of government investment in digital infrastructure, training programs, and supportive regulations. This research provides practical contributions for policymakers in strengthening PPP-based digital ecosystems and academic contributions by advancing scenario-based decision-making for sustainable MSME development.
Co-Authors -Mushthofa, Mushthofa Ade Fruandta Adi Rakhman Aditya Cipta Raharja Agung Prajuhana Putra Akhmad Faqih Alif Kurniawan Alvin Fatikhunnada Anang Kurnia Angga Wahyu Pratama Aries Maesya Arif Imam Suroso Arini Aha Pekuwali Arini Pekuwali Astuti, Indah Puji Atik Pawestri Sulistyo Aziz Kustiyo Aziz Rahmad Bahukeling, Trukan Sri Batlajery, Jemsri Stenli Benyamin Kusumoputro Bib Paruhum Silalahi Budi Nugroho Cece Sumantri DEWI APRI ASTUTI Dhany Nugraha Ramdhany Dian Kartika Utami Edi Santosa Ekowati Handharyani Elisabeth Sri Hendrastuti Endang Purnama Giri Erliza Hambali Erliza Noor Ernan Rustiadi Fadhilah Syafria Fajar Delli Wihartiko Fildza Novadiwanti Firdaus, Husni Firdaus, Nova Fredicia Fredicia Galih Kurniawan Sidik Galih Kurniawan Sidik Galih Kurniawan Sidik Gendut Suprayitno Gita Adhani GUNARSO GUNARSO Hardhienata, Medria Kusuma Dewi Harry Dhika, Harry Hastuadi Harsa Herianto Herianto Hidayat Hidayat Hidayat I Wayan Astika Ibrahim, Firmansyah Iis Rodiah Imam Suroso, Arif Imas Sukaesih Sitanggang Indah Prasasti Indah Puji Astuti Indra Jaya Inggih Permana Irman Hermadi Irmansyah . Irsal Las Irsal Las ISKANDAR ZULKARNAEN SIREGAR Kana Saputra S Karlisa Priandana Kikin H Mutaqin Kudang Boro Seminar Laila Sari Lubis Laila Sari Lubis Lailan Syaufina Lidya Ningsih Liyantono . M. Cholid Mawardi M. Mukhlis Marcelita, Faldiena Medria Kusuma Dewi Hardhienata Mindara, Gema Parasti Mohamad Solahudin Muhammad Ardiansyah Muhammad Rafi Muttaqin Mushthofa Mustakim Mustakim Mustakim Mustakim Muttaqin, Muhammad Rafi Niswati, Za'imatun Noviyanti, Inna Nurhayati, Yosi Popong Nurhayati Pratistya, Sayu Desty Puspita Kartika Sari Puspita Kartika Sari Putri Yuli Utami Raehan, Siti Raharja, Aditya Cipta Rahmat Hidayat Rizal Syarief Rizaldi Boer Rizki, Arviani RR. Ella Evrita Hestiandari Santo, Deni Sanusi Sanusi Sari Agustini Hafman Savitri, Siska Shelvie Nidya Neyman Sholihah, Walidatush Sidik, Galih Kurniawan Siregar, Ardinsyah Sitanggang, Imas S. Siti Kania Kushadiani Sony Hartono Wijaya Sri Dianing Asri Sri Hendrastuti, Elisabeth Sri Nurdiati Sri Wahjuni Stephane Douady Suharno Suharno Suharno Sumanto, Sumanto Syeiva Nurul Desylvia Taufik Djatna Thoyyibah Tanjung Toto Haryanto Uliniansyah, Mohammad Teduh Vicky Zilvan Wisnu Ananta Kusuma Wisnu Jatmiko Woro Estiningtyas Woro Estiningtyas Woro Estiningtyas Yan Mitha Djaksana Yandra Arkeman Yenni Vetrita Yoanda, Sely Zamzam, Muhammad Adib