Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal The International Journal of Studies in Social Sciences and Humanities (IJOSSH)
Marsheila Karisa Putri
Politeknik Negeri Jember
Arts Humanities Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Enhancing MSME marketing through creative digital content development in Bondowoso, Indonesia Dhony Manggala Putra; Lukman Hakim; Nanik Anita Mukhlisoh; Suparto Suparto; Faisal Lutfi Afriansyah; Rizky Kurniawan Efendi; Marsheila Karisa Putri; Ariel Henry Avriza; Rinfani Dwi Fitriani
International Journal of Studies in Social Sciences and Humanities (IJOSSH) Vol. 1 No. 3 (2025): March
Publisher : P3M Politeknik Negeri Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25047/ijossh.v1i3.5657

Abstract

This study addresses the challenges faced by four food-based Micro, Small, and Medium Enterprises (MSMEs) in Bondowoso, Indonesia—namely Ila Snack Bondowoso, Rien’s Kitchen, Tahu Sutrisno, and Kripik Ayu—in developing effective digital marketing content. Limited digital skills and resources hinder their ability to promote their products and reach broader audiences. To address this, the research employed the ADDIE model (Analysis, Design, Development, Implementation, Evaluation) to create high-quality promotional videos tailored to the needs of these MSMEs. These videos, featuring company profiles and product highlights, were crafted using professional-grade tools and enhanced with voiceovers to meet industry standards. The videos adhered to the AIDA (Attention, Interest, Desire, Action) model, ensuring effective audience engagement and action-driven messaging. Expert validation and field testing confirmed their effectiveness, while consumer feedback indicated a positive impact on purchasing decisions. This research highlights the potential of creative digital content to empower MSMEs, enhance product visibility, and strengthen market competitiveness. The findings provide a replicable framework for supporting small enterprises globally, underscoring the critical role of digital innovation in driving inclusive economic growth and cultural preservation.
Co-Authors Ariel Henry Avriza Dhony Manggala Putra Faisal Lutfi Afriansyah Lukman Hakim Nanik Anita Mukhlisoh Rinfani Dwi Fitriani Rizky Kurniawan Efendi Suparto Suparto