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All Journal UNEJ e-Proceeding AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi dan Bisnis Bisma: Jurnal Bisnis dan Manajemen Jurnal Ilmiah Inovasi Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi JUKANTI (Jurnal Pendidikan Teknologi Informasi) Jurnal ABDINUS : Jurnal Pengabdian Nusantara Jurnal Pengabdian kepada Masyarakat Nusantara AL IHSAN: Jurnal Pendidikan Islam Anak Usia Dini Jurnal Ilmu Manajemen Advantage Dulang: Jurnal Pengabdian Kepada Masyarakat Jurnal Dinamika Akuntansi dan Bisnis (JDAB) Journal of Business Management Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Pendidikan Teknologi Informasi (JUKANTI) Beujroh : Jurnal Pemberdayaan dan Pengabdian pada Masyarakat Al Ihsan : Jurnal Pendidikan Islam Anak Usia Dini
Dicky Andriyanto
Universitas Airlangga
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Journal of Business Management

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Strategic Digital Marketing Innovation for Sustainable Growth of Traditional Food MSMEs in Indonesia Wiguna, Ardhitya Alam; Ardi, Aditya Nizar Al; Saadillah, Dinu; Mayasari, Financia; Hardiyani, Rini; Andriyanto, Dicky; Azizah, Nur
Journal of Business Management Vol. 3 No. 2 (2025): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.171

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economic development; however, many face challenges in maintaining competitiveness, particularly in the traditional food sector. One example is the Putri Madu Cassava Tape Business in Jember Regency, East Java, which has experienced a decline in sales even though it has a wide market network. This study aimed to formulate an effective marketing strategy by combining SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and Quantitative Strategic Planning Matrix (QSPM). The literature review highlighted the importance of strategic management, marketing mix, digital marketing, and empirical findings related to the competitiveness of MSMEs. Data was collected through interviews, questionnaires, and documentation involving business owners, employees, and marketing experts. The SWOT analysis identified key strengths such as product quality and an extensive distribution network, as well as weaknesses in the form of limited product innovation and conventional promotion. External analysis showed opportunities from digital technology adoption and government support, accompanied by the threat of fierce competition and changing consumer preferences. The QSPM results prioritized six alternative strategies, with digital marketing integration (TAS: 6.52) and product diversification (TAS: 6.20) as top priorities. These findings showed that the combination of SWOT–QSPM with digital marketing can provide a strategic framework for MSMEs to increase competitiveness, expand the market, and achieve sustainable growth.
Co-Authors Aditya Nizar Al Ardi Aditya Wahyu Pratama Agus Hermanto Alam Wiguna, Ardhitya Ardhitya Alam Wiguna Ardi, Aditya Nizar Al Dewi Kurniawati Dwi Retna Kumalaningrum Fidiastutik Wijaya, Dwi Indriani Financia Mayasari Hardiyani, Rini Imam Subekti Irvan Ali Mustofa Izzato Millati Maria Qori’ah Mayasari, Financia Moh. Anas Syamsudin Mujiono Mujiono Nagari, Intan Kusuma Nelly Romauli Simamora Nur Azizah Nurul Fatimah Octa Viana, Ria PRASETYA, FANDI Qori'ah, Maria Qori’ah, Maria Ratna Dwi Lestari Resya, Fachmi Reynaldi Akbar Ali Ria Octa Viana Saadillah, Dinu Sandra Sukma Embuningtiyas Satia Utama, Anak Agung Gde Setyo Wibowo, Nugroho Solikhah, Tridiganita Intan Subhan, Danil Hamdani Syamsudin, Moh. Anas Universitasari, Pascawati Savitri Viana, Ria Octa Wiguna, Ardhitya Alam Wijaya, Dwi Indriani Fidiastutik Yudhistira, Prilinaya Yudhistira, Prillinaya Yuniar, Eka Zaki Baridwan