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All Journal Jurnal Bina Praja Central Community Development Journal
Imam Radianto Anwar Setia Putra, Imam Radianto Anwar Setia
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Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences

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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 Abdul Halik Adi Suhendra, Adi Andari, Tania Azanda, Siti Hanifa Barsei, Adhityo Nugraha Budiarti, Menik Catur Wibowo Budi Santoso, Catur Wibowo Budi Dida Suhada Iskandar, Dida Suhada Fahrani, Novi Savarianti Fathurrahman Fathurrahman Gunawan, Fransiskus Xaverius Candra Harefa, Herman Yaarozatulo Herie Saksono, Herie Hidayat, Bachtari Alam Hutagalung, Oktavia Haryani Indarti, Dian Martha Manoby, Worry Mambusy Masbiran, Vivi Ukhwatul Mesa, Asinkritus Ngongo Lalu Manu Mimi Cahayani Nadia Putri Nurhuda Firmansyah Prabawa Eka Soesanta Pranasari, Melati Ayuning Purwadi Purwadi Purwadi Ramadhan, Arif Rosidah Rosidah Rosidah Sabtohadi, Joko Safira, Evi Maya Savira, Evi Maya Simandjorang, Bonataon Maruli Timothy Vincent Suci Emilia Fitri Sutanto, Hari Prasetyo Syah, Robby Firman Tini Apriani, Tini Triana Lidona Aprilani Utami, Karina Juniarti Witra Apdhi Yohanitas Yaarozatulo Harefa, Herman Yanti Andriyani