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All Journal Madaniya Jurnal Pengabdian UNDIKMA Econetica Evolusi: Journal of Mathematics and Natural Sciences Rengganis Jurnal Pengabdian Masyarakat Alamtana
Samsuriadi Samsuriadi
Department Of Mathematics Education, Universitas Nahdlatul Wathan
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Journal : Econetica

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Empowering Culinary Micro, Small, and Medium Enterprises through Digital Marketing Suryati, Desi; Amini, Rohmiati; Widyaningrum, Meiyanti; Samsuriadi, Samsuriadi
Econetica: Jurnal Sosial, Ekonomi, dan Bisnis Vol 5 No 1 (2023): Mei 2023
Publisher : Program Studi Ekonomi Islam Fakultas Ekonomi Universitas Nahdlatul UlamaNusa Tenggara Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69503/econetica.v5i1.446

Abstract

This study explores how digital marketing strategies can enhance the competitiveness andsustainability of culinary Micro, Small, and Medium Enterprises (MSMEs) in Mataram City,Indonesia. The research responds to the structural challenges faced by local enterprises in thepost-pandemic era, particularly the need for digital transformation in marketing and customerengagement. A qualitative approach was employed through interviews, observation, and systemprototyping. The study developed and tested a digital marketing model integrating website�based promotion tools with social media and marketplace platforms such as Instagram,WhatsApp, Shopee, and Tokopedia. The findings indicate that the adoption of digital marketingimproves visibility, customer interaction, and transaction efficiency, enabling MSMEs to expandtheir market reach and strengthen business resilience. The research concludes that digitalmarketing serves not only as a technological innovation but also as a strategic empowermenttool that fosters digital literacy and entrepreneurial adaptability among MSME actors. Theimplications of this study emphasize the need for continued digital capacity-building programsand government facilitation to accelerate inclusive economic recovery at the regional level
Co-Authors Alsulami, Naif Mastoo Amini, Rohmiati Bambang Triaji Farah Heniati Santosa Heniati Santosa, Farah Indrawati Indrawati Indrawati Isnawan, Muhamad Galang Kartika Risfianty, Dwi KETUT SUKARMA . Mufidah Mufidah Samsul Bahri Samsul Bahri Saputra, Didin Hadi Saputra, Hendra Adi Sulhiyawati, Sulhiyawati Suryati, Desi Syarifuddin Syarifuddin Widyaningrum, Meiyanti Wulandari Wulandari