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All Journal Reformasi : Jurnal Ilmiah Ilmu Sosial dan Ilmu Politik Administraus Jurnal Ilmu Administrasi dan Manajemen East Asian Journal of Multidisciplinary Research (EAJMR) Husnayain Business Review Jurnal Pengabdian Masyarakat Formosa (JPMF) International Journal of Applied Business and International Management Al Iidara Balad : Jurnal Administrasi Negara Kajian Ilmiah Mahasiswa Administrasi Publik (KIMAP)
Yani, Anhar
STIA Bina Banua Banjarmasin
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Digital Transformation Strategy to Improve Sustainability of Sasirangan MSMEs in Banjarmasin City: SWOT-QSPM Approach Anhar Yani; Made Setena; Karona Cahya Susesa
International Journal of Applied Business and International Management Vol 11, No 2 (2026): August 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i2.4700

Abstract

Digital transformation is essential for sustaining culture-based MSMEs. However, Sasirangan MSMEs in Banjarmasin City continue to face limited digital literacy, weak digital branding, underutilized marketplaces, and manual business management. This study aims to formulate priority digital transformation strategies for improving their business sustainability. A qualitative descriptive design was employed by integrating SWOT analysis with the QSPM. Data were collected through interviews, observations, and documentation involving 18 informants, comprising 15 Sasirangan MSME owners or managers, representatives of the Cooperatives and MSMEs Office and South Kalimantan Dekranasda, and a digital marketing practitioner. The results show a relatively strong internal position, with an IFE score of 2.57, and favorable external conditions, with an EFE score of 2.98. Priority strategies include improving digital literacy and marketing capabilities, strengthening digital branding, optimizing marketplaces, digitizing payments and bookkeeping, and enhancing stakeholder collaboration. Implementing these strategies can strengthen competitiveness, preserve Banjar cultural identity, and support the long-term sustainability of Sasirangan MSMEs.
Integrating Digital Marketing and Green Innovation: How Gen Z Entrepreneurial Orientation Shapes MSME Marketing Performance Milla Permata Sunny; Made Setini; Anhar Yani
Husnayain Business Review Vol. 6 No. 2 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (ADPEBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/hbr.v6i2.1964

Abstract

Purpose – This study examines the effects of Digital Entrepreneurial Marketing (DEM) and Green Product Innovation (GPI) on MSME Marketing Performance (MP), investigates the interaction between digital and green capabilities, and analyzes the moderating role of Gen Z Entrepreneurial Orientation (GZEO) in strengthening this relationship. Methodology/approach – A quantitative explanatory research design was employed using data collected from 110 Gen Z entrepreneurs managing food and beverage MSMEs in Bali, Indonesia. Respondents were selected through purposive sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The analysis included measurement model assessment, structural model evaluation, and bootstrapping for hypothesis testing. Findings – The results show that Digital Entrepreneurial Marketing has a positive and significant effect on MSME Marketing Performance (β = 0.284; p = 0.004), while Green Product Innovation also has a positive and significant effect (β = 0.246; p = 0.012). Moreover, the interaction between DEM and GPI significantly improves marketing performance (β = 0.221; p = 0.020). Gen Z Entrepreneurial Orientation positively moderates the effect of digital-green capability integration on marketing performance (β = 0.198; p = 0.029). The model explains 61.2% of the variance in MSME Marketing Performance (R² = 0.612), indicating substantial explanatory capability. Originality/value – This study contributes to the MSME literature by conceptualizing digital entrepreneurial marketing and green product innovation as complementary and interacting strategic capabilities rather than merely independent predictors of performance. It further identifies Gen Z entrepreneurial orientation as a boundary condition that strengthens the performance benefits generated by digital-green capability integration in Gen Z-led food and beverage MSMEs. Keywords: Digital Entrepreneurial Marketing; Green Product Innovation; Gen Z Entrepreneurial Orientation; MSME Marketing Performance; Digital-Green Capability Integration; PLS-SEM.
Co-Authors Abdurahman, Akhmad Aditya Jatari Akhmad Abdurrahman Andhika Dwitama Bakhtiar Bakhtiar Budihantho, Moh Heru Celiani Celiani Cici Asmawatiy Dendy Hartony Desy Norlia Rahmatiah Enarorika Fatmawati Gerilyansyah Basrindu H Hadriansyah Herry Isdaryoko Irawanto Izhar, Gusti Maulana Karona Cahya Susena Khariry, Mukhlan M Mochtar Mandala Silam Made Setena Mariadi, Omi Milla Permata Sunny Misransyah Akos MOH. HERU BUDIHANTHO Muhammad Akbar Muhammad Jayadi Murakhman Sayuti Enggok Nuril Mawaddah Paulus Leonu Rakhmadi Nor Riky Welli Saputra Risal, Semuel Rizalul Gadi Selveana Wati Septeria Noor Yuliannisa Septeria Noor Yuliannisa Setini, Made Soraya, S Wahidin Ilmi Wahyu Ekma Widarto Widarto Yuliandi, Yusei