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Heri Pratikto

Universitas Negeri Malang

Author-ID : 2413465

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Digital Marketing Strategy in the Perspective of the Global Value Chain (GVC) of MSME Products: Case Study of Wedang Dayak Adi Hermawansyah; Sudarmiatin Sudarmiatin; Heri Pratikto
Harmony Management: International Journal of Management Science and Business Vol. 3 No. 1 (2026): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v3i1.519

The Role digital marketing nowadays become part important in today's business strategies implemented by MSMEs, which is enable MSMEs to reach the target market with more broad , measurable , and efficient in global value chain (GVC) context . Digital marketing strategies do not can denied involving various elements, including optimization machine search engine optimization (SEO), marketing through social media, digital advertising, marketing content ,and also email marketing. In buniess process of PT Bungas food Nusatra abalikpapan tahy have product a weadang dayang. In facing such a market dynamic, marketing strategy must capable adapt with current digital trends including Fear of Missing Out (FOMO) approach to create greater urgency and involvement tall in a way contextual relation with the value chain that creates consumer new abroad or marketing across countries by them. In this case, on of the challege ib export product process. The methods of research here, is survey and looking some literature that related in this subject discussion and research, the conclusion is the With utilise trend this company can increase visibility brand , strengthen interaction with customers and encourage conversion sale in a way more effective and This strategy expected can give impact positive to growth business and power competition companies in the digital era in more fluently in global value chain (GVC).

Peran Kapabilitas Inovasi dalam Keberhasilan Ekspor UMKM: Sintesis Literatur dalam Kerangka Internasionalisasi Bisnis Uki Yonda Asepta; Sudarmiatin; Heri Pratikto
JURNAL EKUIVALENSI Vol. 12 No. 1 (2026): JURNAL EKUIVALENSI
Publisher : LPPM dan Fakultas Ekonomi dan Bisnis Universitas Kahuripan Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51158/e0z2v880

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam perekonomian dan perdagangan internasional, namun tingkat keberhasilan ekspor UMKM masih relatif rendah dibandingkan perusahaan berskala besar. Literatur menunjukkan bahwa keterbatasan sumber daya internal, kompleksitas pasar global, serta ketidakpastian lingkungan bisnis menjadi tantangan utama dalam proses internasionalisasi UMKM. Dalam konteks tersebut, kapabilitas inovasi semakin dipandang sebagai determinan strategis yang memungkinkan UMKM menciptakan keunggulan bersaing dan meningkatkan kinerja ekspor. Meskipun demikian, temuan penelitian empiris mengenai hubungan antara kapabilitas inovasi dan keberhasilan ekspor UMKM masih menunjukkan hasil yang beragam dan terfragmentasi. Artikel ini bertujuan untuk mensintesis secara konseptual dan teoretis literatur mengenai peran kapabilitas inovasi dalam keberhasilan ekspor UMKM. Penelitian menggunakan pendekatan systematic targeted narrative literature review terhadap artikel jurnal bereputasi yang diperoleh dari basis data Scopus, Web of Science, dan Google Scholar. Analisis dilakukan melalui content analysis dan thematic synthesis untuk mengidentifikasi definisi, dimensi, mekanisme hubungan, serta faktor kontinjensi yang memengaruhi keterkaitan kapabilitas inovasi dan keberhasilan ekspor UMKM. Hasil sintesis literatur menunjukkan bahwa kapabilitas inovasi UMKM bersifat multidimensional, mencakup inovasi produk, proses, pemasaran, dan organisasi, yang secara kolektif memengaruhi keberhasilan ekspor baik secara langsung maupun tidak langsung. Kapabilitas inovasi berfungsi sebagai aset strategis dalam kerangka Resource-Based View dan sebagai kemampuan adaptif dalam perspektif Dynamic Capabilities Theory, yang memungkinkan UMKM merespons dinamika pasar internasional. Selain itu, hubungan kapabilitas inovasi dan keberhasilan ekspor dipengaruhi oleh faktor mediasi dan moderasi seperti keunggulan bersaing, orientasi kewirausahaan, global mindset, kapabilitas digital, serta dukungan institusional.

Navigating Export Barriers in Emerging SMEs: Documentation, Tariff Challenges, and Adaptive Marketing Strategies in the Indonesian Export Sector Evi Suwarni; Sudarmiatin Sudarmiatin; Heri Pratikto
Jurnal Manajemen Kewirausahaan dan Teknologi Vol. 3 No. 1 (2026): Maret: Jurnal Manajemen Kewirausahaan dan Teknologi (JUMAKET)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumaket.v3i1.1302

This study examines the export barriers encountered by emerging small and medium-sized enterprises (SMEs) in Indonesia, with a focus on export documentation challenges, tariff constraints, and the adaptive marketing strategies employed to sustain international market engagement. Employing a qualitative case study approach, this research investigates PT Albarka International Group, a nascent export-import company established in 2021 and headquartered in Malang, East Java, which specializes in the export of natural commodities including Bakhur-related materials (opercula shells, damar resin, agarwood), spices, and other Indonesian products to Middle East markets including Yemen, Saudi Arabia, UAE, Libya, Sudan, and Djibouti. Data were collected through in-depth interviews with key company personnel and supplemented by document analysis. Findings reveal three primary export barriers: (1) high shipping tariffs relative to regional competitors, frequently triggering order cancellations by importers; (2) complex and time-intensive export documentation requirements, particularly for regulated natural resource products subject to CITES compliance, fish quarantine certification (Health Certificate), and customs declaration (PEB); and (3) internal organizational constraints stemming from overlapping job roles. In response, PT Albarka has adopted adaptive strategies including Full Container Load (FCL) consolidation to reduce per-unit shipping costs, advance payment systems (TT in advance) to mitigate importer default risk, and collaborative consultation with customs and quarantine authorities. The study contributes to the SME internationalization literature by demonstrating how resource-constrained emerging exporters navigate institutional and logistical complexities in developing economy contexts, offering practical insights for SME practitioners and export policy stakeholders.

The Impact of Product Innovation and Digital Capabilities on the International Competitiveness of Indonesian Culinary SMEs Rikardus Kurnia Lango; Sudarmiatin Sudarmiatin; Heri Pratikto
Global Management: International Journal of Management Science and Entrepreneurship Vol. 3 No. 2 (2026): May: Global Management: International Journal of Management Science and Entrepr
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v3i2.533

The international competitiveness of Indonesian fashion SMEs still faces challenges, despite the sector having a large business base, strong export opportunities, and increasingly widespread access to digital technology. In this context, product innovation and digital capabilities are viewed as strategic resources that can strengthen SMEs’ ability to adapt and compete in broader markets. This study aims to analyse the influence of product innovation and digital capabilities on the international competitiveness of Indonesian fashion SMEs. The research employs an explanatory quantitative approach with a cross-sectional survey design. The sample consists of 200 owners or key managers of SMEs in East Java, selected via purposive sampling. Data were collected using a structured questionnaire and analysed using SEM-PLS. The results indicate that product innovation and digital capabilities have a positive and significant effect on international competitiveness, with digital capabilities acting as the dominant predictor. The implication is that efforts to strengthen the international competitiveness of fashion SMEs should be directed towards the integration of market-based innovation and strategic digital transformation.

Challenges and Strategies for the Internationalization of Indonesian SMEs in the Global Value Chain in the Digital Age Agus Fitriadi; Sudarmiatin Sudarmiatin; Heri Pratikto
Global Management: International Journal of Management Science and Entrepreneurship Vol. 3 No. 2 (2026): May: Global Management: International Journal of Management Science and Entrepr
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v3i2.547

The internationalization of micro, small, and medium-sized enterprises (MSMEs) has become a strategic issue in addressing global economic dynamics, particularly within the framework of the Global Value Chain (GVC) in the digital age. Although Indonesian MSMEs have great potential to support the national economy, their level of involvement in the global value chain remains relatively limited. This study aims to analyze the challenges and strategies for the internationalization of Indonesian MSMEs within the GVC in the digital age. The study employs a qualitative approach using a case study design, along with thematic analysis and value chain analysis techniques. The findings indicate that MSMEs are already involved in the GVC across various stages of the value chain—from raw material processing to global distribution—yet they continue to face numerous challenges, such as technological limitations, human resource competencies, production capacity, and international distribution networks. On the other hand, digitalization has proven to be a key factor in expanding access to global markets through the use of digital platforms. An effective internationalization strategy requires the integration of product innovation based on local resources, the utilization of digital technology, and the strengthening of global business networks. This study contributes to integrating the perspectives of GVCs, digitalization, and SME internationalization strategies into a comprehensive analytical framework, and provides practical implications for SME actors and policymakers in enhancing competitiveness in the global market

EKSPOR TIDAK LANGSUNG DAN PENGENDALIAN PASAR: STUDI KASUS STRATEGI AKSES PASAR INTERNASIONAL PETANI UDANG Nur Hidayatul Istiqomah; Sudarmiatin Sudarmiatin; Heri Pratikto
ANALISA : JURNAL MANAJEMEN DAN AKUNTANSI Vol 14 No 1 (2026): April 2026
Publisher : Fakultas Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62734/analisa.v14i1.948

Abstrak: Penelitian ini bertujuan menganalisis bagaimana struktur kemitraan dan konfigurasi saluran distribusi memengaruhi akses pasar, kontrol pemasaran, dan posisi tawar UMKM akuakultur di pasar internasional. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus pada tiga pemilik/manajer UMKM di Desa Mentoso yang telah terlibat dalam kemitraan ekspor. Data dikumpulkan melalui wawancara mendalam dan dianalisis dengan teknik pengodean, reduksi data, serta penarikan kesimpulan secara iteratif. Hasil penelitian menunjukkan bahwa UMKM mengandalkan strategi ekspor tidak langsung melalui perusahaan mitra, sehingga partisipasi dalam pasar global cenderung pasif. Dalam saluran distribusi, UMKM berperan sebagai produsen kontrak dengan kontrol pemasaran yang sangat terbatas, sementara perusahaan mitra menjadi pemimpin utama saluran. Mekanisme penetapan harga bersifat top-down, yang menempatkan UMKM sebagai price taker dengan daya tawar rendah. Penelitian ini menyoroti adanya kesenjangan antara akses pasar dan kontrol pasar. Meskipun demikian, terdapat peluang untuk memperkuat posisi UMKM melalui diversifikasi saluran distribusi, perolehan sertifikasi internasional, penguatan jaringan bisnis, serta pengembangan model distribusi hibrida.

Glocalizing the Micro-Enterprise: The Role of Region-of-Origin and Code-Switching in MSME Export Strategies Wahyu Dede Gustiawan; Sudarmiatin; Heri Pratikto
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 7 No. 1 (2026): Mei 2026
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v7i1.7604

Conventional internationalization theories often fail to represent the dynamics of the expansion of Micro, Small, and Medium Enterprises (MSMEs) in developing countries because they ignore the disruption of digitalization and the urgency of local cultural adaptation. This research aims to explore and deconstruct the strategic mechanism of MSMEs in extracting regional identity (Region-of-Origin) and integrating it into global brand communication in the digital platform ecosystem. This study adopts a qualitative design through a multiple case study approach. Primary data was collected through in-depth semi-structured interviews with strategic decision-makers in five leading MSME exporters in Kediri City, East Java, including the craft and agro-industry sectors. Thematic analysis is applied systematically to reduce data and map patterns of cross-cultural communication strategies. The data analysis identified three main strategic findings: (1) the commodification of local sociocultural heritage into digital visual narratives functions as an authenticity signaling instrument that allows MSMEs to set premium prices; (2) dynamic interaction through live commerce platforms facilitates the formation of parasocial relationships that radically reduce psychological distance and trigger impulse purchase decisions from foreign buyers; and (3) the application of hybrid communication tactics through linguistic code-switching acting as a clever socio-symbolic mechanism in bridging the prestige of the global market with cultural authenticity. This study contributes an original contribution to the international business literature by constructing an integrative framework that synergizes the principles of Network Theory, dynamic capability agility, and cultural localization in the cyber landscape. This study emphatically shifts the focus of the literature from the macro effects of Country-of-Origin to the micro-power of Region-of-Origin, while offering an empirical and managerial blueprint for MSMEs in developing countries to capitalize on the narrative of regionality as a highly competitive intangible asset.

Diaspora Networks as a Financial Catalyst: Navigating Global Markets for Kediri’s SMEs in the Netherlands and Australia Andy Chandra Pramana; Sudarmiatin; Heri Pratikto
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 7 No. 1 (2026): Mei 2026
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v7i1.7605

This study analyzes how diaspora networks serve as financial catalysts for 47 Micro, Small, and Medium Enterprises (MSMEs) in Kediri, focusing on the culinary and creative industry sectors. The research explores combining domestic resources with global diaspora networks to mitigate financial constraints during internationalization. A qualitative approach with a multi-case study design was employed. Data was triangulated using semi-structured interviews, digital and field observations, and document studies , and was subsequently analyzed via Cross-Case Synthesis. The findings reveal that diaspora networks in the Netherlands and Australia act as crucial "financial bridges" utilizing bonding, bridging, and linking social capital. Specifically, the Dutch diaspora predominantly supports culinary MSMEs through bonding social capital to help meet European food standards , while the Australian diaspora aids creative industries through bridging social capital by acting as business intermediaries. Digital capabilities and FinTech integration significantly strengthen these connections, enabling real-time capital flow , reducing international transaction costs , and mitigating information asymmetry. In conclusion, diaspora networks provide "patient capital" that successfully lowers the cost of capital and diversifies funding sources for local enterprises. To ensure sustainable integration into global markets, MSMEs must prioritize advancing their digital capabilities and maintaining strict product standardization.

Bussiness Course: Aplikasi Pembelajaran Kewirausahaan Berbasis Simulasi Studi Kasus dan Pengambilan Keputusan untuk Siswa dan Mahasiswa Nailariza Umami; Heri Pratikto; Agus Hermawan
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 9 No 3 (2025): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v9i3.30474

Strengthening entrepreneurship education at the high school (SMA/SMK) and university levels requires an approach that integrates theory with real-world practice. However, many students still struggle to fully understand business strategies due to limited hands-on experience and a lack of access to contextual business simulations. This study aims to develop a prototype of a learning application for entrepreneurship education called Business Course, which is based on case study simulations and decision-making scenarios. The application is designed to help users understand the dynamics of the business world through simple virtual scenarios that reflect real challenges in various types of enterprises, such as trade, services, culinary, and agriculture. The research method used is Research and Development (R&D) with the ADDIE model, and the development has currently reached the prototyping phase using Figma. Initial results indicate that the design of features and simulation flow allows users to identify problems, choose alternative solutions, and evaluate their impacts on business performance in a virtual setting. This application is expected to serve as an alternative, practical, and contextual learning medium that supports learning outcomes in entrepreneurship curricula. The research will continue with a testing phase to measure the effectiveness of the application in improving entrepreneurial competencies

Marketplace-Driven Internationalization and MSME Product Development : (A Case Study of PT Bungas Food Nusantara) Rahajeng Cahyaning Putri Cipto; Sudarmiatin Sudarmiatin; Heri Pratikto
International Journal of Economics and Management Sciences Vol. 3 No. 1 (2026): February : International Journal of Economics and Management Sciences
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijems.v3i1.1158

This study aims to analyze the role of marketplace in encouraging digital internationalization and product development at PT Bungas Food Nusantara. The research uses a qualitative approach with a case study method. Data was obtained through in-depth interviews with company management, observation of activities on the marketplace platform, and supporting documentation. The results of the study show that marketplaces function not only as digital distribution channels, but also as strategic infrastructure that allows companies to reach international markets without conventional export mechanisms. Internationalization occurs gradually through increased demand from overseas consumers facilitated by the platform's algorithmic system and global visibility. In addition, the marketplace's reviews, ratings, and analytics features are used as the basis for product development, including packaging adjustments, variant innovation, and data-driven promotional strategies. These findings show that marketplaces play a role as a catalyst for internationalization as well as a driver of product innovation in the context of the digital economy.

Co-Authors Abdilah, Eka Novianti Abdullah Syakur Novianto Adhy Wicaksono Adi Hermawansyah Adi Sucipto, Adi Afif Nur Rokhman Afifa, Nurul Hildha Agung Winarno Agus Fitriadi Agus Hermawan Agus Kurniadi Agus Salim Aisy Fiklil Nafisah Aji Prasetya Wibawa Al Azhar, M. Habib Albar Bari'na, Moch. Yusufa Alberta Adinata Amin, Muhammad Sirojuddin Amirudin Amry Mahdan Abrari Amry Mahdan Abrari Anam, Hoirul Andi Basuki Andi Basuki, Andi Andy Chandra Pramana Anindita Trinura Novitasari Anis Sya’bania Anita Handayani Anni Yudiastuti Arif Isnaini Arifah Rahman, Amalia Asep Dana Saputra Asep Dana Saputra Asep Dana Saputra Bastomi, Mohamad Bernadeta Wahyu Astri Pratita Brillian Rosy Budi Eko Soetjipto Buyung Adi Dharma Camelia N. C., Inneke Chicha Fahriana Choirul Anam AM Diponegoro Chong , Wan Ni Cindy Pramita Cipto Wardoyo Deddy Ibrahim Rauf Dede Rusmana Dewi ayu sakdiyyah Dewi Diah Fakhriyyah Dewi Nurjannah Djoko, Sunarti Dwi Hernanik, Nova Dwi rahayu Dwi Wulandari Dwivamilu Irianti Putri Dyah Arini R Edi Irawan Eka Novianti Abdilah Elfit Maidah Elok Vilantika Elvira Nur Azizah Ely Rizky Amaliyah Ely Siswanto Eni Susilowati Enjelika Eny Yuniati Ery Tri Djatmika RWW Evi Susanti Evi Suwarni, Evi Fahmi Ashari S. Sihaloho Faridatun Nafisah Fatima, Arlindo Do Ceo Fatmasari Endayani Fauji, Diah Ayu Septi Fawwaz, Muhammad Iqbal Filianti Filianti Firdian Tri Cahyo Fitriani Fitriyah Fitriyah Fulgentius Danardana Murwani Gabriella Stefanny Gunartin . Hamdana, Hamdana Hanif Rani Iswari Hari Wahyono Haya Nur Safa’atin Hendri Gunawan Heny Kusdiyanti, Heny Hery Suprayitno Hong, Yeap Chi Imam Mukhlis Imam Sanusi, Imam Imaniyah, Sari Ayu Indira Oktavianti Indriani Detty Permatasari Inneke Camelia N. C. Ira Wikartika, Ira Iva Khoiril Mala Ivan Widjaja Januardi, Januardi Joko Setiyo Khoiril Mala, Iva Khoiriyah, Siti Nur Kholifah, Leli Khusnia, Rif’atul Kustitik Kustitik Landreas Utama Lie Ludi Wishnu Wardana Lulu Nurul Istanti Luthfi Alif Utama, Muhammad M. Habib Al Azhar M. Yogi Riyantama Isjoni Madziatul Churiyah Mansoor Abdul Hamid Mantony, Oslida Markhamah, Siti Martha, Jefry Aulia Martin Martin Mazarina Devi Mega Noerman Ningtyas Miranda Lukita Sari Mirza Esvianti Moch. Yusufa Albar Bari'na Moh Yasir Moh. Faizin Mohammad Arief Mohammad Arief Muaddab, Hafis Muhadjir Anwar Muhammad Bukhori Dalimunthe Muhammad Iqbal Fawwaz Muhammad Irfanul Hakim Zain Muhammad Luthfi Alif Utama Muhammad Nanang Choiruddin Muhammad Sulhan Muhammad Tody Arsyianto Muntholib Nadila, Salsaufy Brillian Naswan Suharsono Niluh Komang Kusuma Yasari Nur Hidayatul Istiqomah Nurika Restuningdiah Nurul Falah Hashim Nurul Farida Oktaviani, Fadhilah Nur Parawansah, Rosa Indah Pitoyo, Achmad Zani Prabowo, Andri Eko Pramika, Depi Prastiono, Suryo Prayogo Kusumaryoko Puji Handayati Punaji Setyosari Purnomo, Irfan Agung Purwanto, Sandi Rachmad Hidayat Rahajeng Cahyaning Putri Cipto Rahmi Rahayu, Dita Rendika Vhalery Restu Millaningtyas Reza Aditia Rikardus Kurnia Lango Rita Anggraini Rahayu Rivaldo Kurniawan Rosmala Dewi Rosmiza Bidin Rr Suci Palasari Saiful Aminudin Alkusuma Putra Santi Widyanigryum Santi Widyaningrum Saptaria, Lina Sari, Dewi Wulan Sari, Vina Budiarti Mustika Setyohadi Shiddiqy, Isymayati Ash Sholikan Sholikan Sholikhan Sinollah Siti Khoiriyah Siti Salina Mustakim Soenar Soekopitojo Sofia Mahardianingtyas Soleh Hanafi Ihsan Ihsan Sopia, Sopia Sopiah, Sopiah Sopiah, Sopiah Sriyani Mentari Sudarmiatin Sudarmiatin Sudarmiatin Sudarmiatin Sudarmiatin Sugiyanto - Sulastri Irbayuni Sulikah Sulikah Sulis Rochayatun Sulistiyani, Sulistiyani Sumiati Sumiati Sumiati Sumiati Suprianto Suprianto Sutantri Sutrisno Sutrisno Syahrul Munir Syamsul Arifin Syihabudhin Titis Shinta Dhewi, Titis Tuatul Mahfud Uki Yonda Asepta Umami, Nailariza Umatin, Choiru Umi Nandiroh Ummi Ainur Rizqi Umu Rosyidah Vindi Kusuma Wardani Wahjoedi Wahjoedi Wahyu Dede Gustiawan Wahyuningtiyas, Nanik Wardha Nilawati Wardha Nilawati Wening Patmi Rahayu Wilyan Adisari Wisma Miftahur Rozi Wita Ryani Juniar Yandi, Andri Yashinta Ula Qomarina Yuli Agustina Yuli Agustina, Yuli

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