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All Journal TEKNIK INFORMATIKA JSI: Jurnal Sistem Informasi (E-Journal) InfoTekJar : Jurnal Nasional Informatika dan Teknologi Jaringan Sistemasi: Jurnal Sistem Informasi Informatika Mulawarman: Jurnal Ilmiah Ilmu Komputer JURNAL MEDIA INFORMATIKA BUDIDARMA Jurnal Komputer Terapan INOVTEK Polbeng - Seri Informatika JOURNAL OF APPLIED INFORMATICS AND COMPUTING Informatik : Jurnal Ilmu Komputer JURTEKSI Indonesian Journal of Electrical Engineering and Computer Science JOURNAL OF INFORMATION SYSTEM RESEARCH (JOSH) Jurnal Pengabdian Masyarakat Multidisiplin Jurnal Generic Indonesian Journal of Informatic Research and Software Engineering TAMIKA: Jurnal Tugas Akhir Manajemen Informatika & Komputerisasi Akuntansi Central Community Development Journal
Yanti Andriyani
Universitas Riau
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Examining digital marketing's role in boosting Songket Weaver MSMEs' income in Ungga and Sukarara Villages Aprilani, Triana Lidona; Fathurrahman, Fathurrahman; Andriyani, Yanti; Cahayani, Mimi; Saksono, Herie; Indarti, Dian Martha; Putra, Imam Radianto Anwar Setia
Central Community Development Journal Vol. 5 No. 2 (2025): December 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/ccdj.v5i2.1400

Abstract

This study investigates how digital marketing shapes the income of Micro, Small, and Medium Enterprises (MSMEs) engaged in songket weaving in Ungga and Sukarara Villages in Central Lombok Regency, West Nusa Tenggara Province, Indonesia. Songket weaving is a culturally embedded craft, but its market prospects increasingly depend on visibility and engagement in digital channels. Using a quantitative design, data were collected from 100 songket weaver MSMEs through structured questionnaires and analyzed using partial least squares-structural equation modeling (PLS-SEM). Digital marketing is conceptualized through five dimensions, accessibility, interactivity, entertainment, trust, and informativeness, while MSME income is measured by monthly revenue and profit. The measurement model demonstrated satisfactory convergent and discriminant validity, as well as high reliability across all indicators. The structural model shows that digital marketing has a strong and statistically significant positive effect on MSME income (β = 0.747; p < 0.001), explaining 55.8% of the variance (R² = 0.558) with high predictive relevance (Q² = 0.671). These findings confirm that more intensive and higher-quality use of digital channels is associated with higher income for the songket weavers. The study concludes that targeted interventions, such as digital marketing training, content creation support, and facilitation of social media and marketplace usage, are critical to enhancing the competitiveness, resilience, and livelihood outcomes of traditional craft-based MSMEs in peripheral tourism regions like Central Lombok. This study contributes to the MSME and digital transformation literature by providing destination-specific evidence from a craft cluster in an emerging economy context and offering an empirically grounded basis for designing local government and development agency programs for the digital empowerment of artisans.
Co-Authors Al Aminuddin Alfirman, Alfirman Aminuddin, Al Andria, Ayu Avelia, Ririn Ayu Lestari Bayu Kharesma Chairia Oktaviani Chairia Oktoviani Daqiqil Id, Ibnu Dian Ramadhani Dwi Vernanda Fatayat Fathurrahman Fathurrahman Fentika, Winda Henki Bayu Seta Herie Saksono, Herie HS, Yandiko Saputra Husnah, Mirdatul Imam Radianto Anwar Setia Putra, Imam Radianto Anwar Setia Indarti, Dian Martha Justisia Amru Dewana Kiki Wahyuni Kiki Wahyuni Mahdiyah, Evfi Maisarah, Dina Mayang Sari Mimi Cahayani Niqotaini, Zatin Rahim, Normala Binti Rahmad Kurniawan Rahmat Hidayat Roni Salambue Saputra, Hendy Sinaga, Irfan Sonya Meitarice Sukamto Sukamto Sukamto, Sukamto Syamsudhuha Syamsudhuha Triana Lidona Aprilani Yani, Reny Fitri