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All Journal Admisi dan Bisnis AFEBI Management and Business Review Jurnal Sains Sosio Humaniora JOBS (Jurnal Of Business Studies) Jurnal Abdimas Mandiri Al-Kharaj: Journal of Islamic Economic and Business Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ekuilnomi Jurnal Ekonomi Jurnal Teknologi dan Manajemen Industri Terapan Innovative: Journal Of Social Science Research Prapanca : Jurnal Abdimas Journal of Economics, Entrepreneurship, Management Business and Accounting Jurnal Akademik Pengabdian Masyarakat Jurnal Pengabdian Masyarakat dan Riset Pendidikan International Journal of Education, Vocational and Social Science International Journal of Economics, Business and Innovation Research Jurnal Pengabdian Masyarakat Inovasi Indonesia
Nanang Adie Setyawan
Politeknik Negeri Semarang
Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Digital Marketing Strategy in Increasing Brand Awareness of MSME Local Products Bagus Yunianto Wibowo; Nanang Adie Setyawan; Destine Fajar Wiedayanti
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 3 (2026): Volume 4, Issue 3, May 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i3.1013

Abstract

Purpose - This study aims to analyze the role of digital marketing strategies in increasing the brand awareness of local MSME products in the digital era and to provide effective strategy recommendations for business actors. Methodology - This study uses a descriptive qualitative approach by collecting data through in-depth interviews, observations, and documentation of MSME actors selected through purposive sampling. Data analysis was conducted using the Miles interactive model, with validation through the triangulation of sources and methods. Finding - Digital marketing has been proven to significantly contribute to increasing the brand awareness of MSMEs through five key elements: quality visual content, consistency of publications, active consumer interaction, use of digital platform features, and customer testimonials. Storytelling and product education approaches have also been proven to be more effective in increasing engagement than conventional promotions. However, limitations in digital literacy, technical capabilities, and time management remain major obstacles. Originality - This study integrates visual content analysis, branding consistency, interactivity, and storytelling as a qualitative framework for MSME digital marketing strategies and emphasizes digital human resource capacity building as a key factor for its successful implementation.
Enhancing Batik SME`s Competitive Advantage Through Sustainable Performance, Big Data, SCM, e-CRM, and Circular Economy Nanang Adie Setyawan; Novitasari Eviyanti; Mona Inayah Pratiwi; Hadiahti Utami; Sri Eka Sadriatwati; Destine Fajar Wiedayanti; Bagus Yunianto Wibowo
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10547

Abstract

This study examines how Big Data Analytics Capabilities (BDAC) enhance sustainable performance and competitive advantage among batik MSMEs in Central Java. Grounded in the Resource-Based View (RBV), the research explores the mediating roles of Supply Chain Management Capabilities (SCMC), Electronic Customer Relationship Management (e-CRM), and Circular Economy Practices (CEP). Using a quantitative explanatory approach, survey data were collected from 150 batik MSME owners and managers and analyzed through Structural Equation Modeling (SEM) with AMOS. The findings reveal that BDAC significantly improves SCMC, e-CRM, and CEP, while also directly influencing sustainable performance. SCMC, e-CRM, and CEP partially mediate the relationship between BDAC and sustainable performance. In addition, sustainable performance significantly strengthens competitive advantage. The study confirms that data-driven capabilities alone are insufficient to create long-term competitiveness unless supported by effective supply chain integration, digital customer management, and circular economy implementation. This research contributes to sustainable supply chain and MSME literature by integrating big data analytics, sustainability, and competitive advantage within traditional creative industries. Practically, the findings offer strategic insights for batik MSMEs and policymakers in supporting sustainable digital transformation.
Co-Authors Akmal, Firdaus Amalia, Hamsar Suci Ana Putri Nastiti Andi - Setiawan Andi - Setiawan, Andi - Andi Setiawan Arrezqi, Misbakhul Ayuwardani, Mellasanti Bagus Yunianto Wibowo Bagus Yunianto Wibowo Bagus Yunianto Wibowo, Bagus Yunianto Bayu Setyo Nugroho Bayu Setyo Nugroho Budi Prasetya Destine Fajar Wiedayanti Destine Fajar Wiedayanti Devie, Erika Eka Sadriatwati, Sri Endang Sulistiyani Eviyanti, Novitasari Farouk, Umar Fatchun Hasyim Hadiahti - Utami Hadiahti Utami Hadiahti Utami Hamsar Suci Amalia Inayah Inayah Inayah Inayah Inayah Pratiwi, Mona Irawan Malebra Irin Mirrah Luthfia Irin Mirrah Luthfia Kartika, Vinda Setya Khairul Saleh Khairul Saleh Kusmayadi Lastri Sagita Luthfia, Irin Mirrah Mahastu Winengku Kinasih Marcellino Prima Diasta Maula, Nadliatul Mellasan Ayuwardani Mellasanti - Ayuwardani Mellasanti Ayuwardani Mellasanti Ayuwardani Mellasanti Ayuwardani Misbakhul Arrezqi Mona Inayah Pratiwi Mona Inayah Pratiwi Nastiti, Ana Putri Novitasari Eviyanti Nurwijayanti Pradita, Arisha Putri Pratiwi, Mona Inayah Purnamasari, Eva Riyadi Riyadi - Riyadi Riyadi - Riyadi Riyadi - Riyadi, Riyadi - Salsabila, Aqilla Salsiyah, Sri Marhaeni Saptianing Saptianing - Saptianing Saptianing - Saptianing, Saptianing - Saptianing, Saptianing Saputri, Kharisma Septiarti, Nadiya Puput Ika Sri Eka Sadriatwati Sri Eka Sadriatwati Sri Eka Sadriatwati, Sri Eka Sri Marhaeni Salsiyah Suharmanto Suharmanto - Suharmanto Sulistiyani, Endang Suwardi Suwardi - Suwardi Suwardi - Suwardi, Suwardi - Suwardi Suwardi Umar - Farouk Utama, Nadila Gita Putri Utami, Hadiahti Vinda Setya Kartika Vinda setya kartika Wiedayanti, Destine Fajar