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All Journal Maqrizi : Journal of Economics and Islamic Economics Jurnal Multidisiplin West Science
Rizki, Nabila
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Religion Economics, Econometrics & Finance Social Sciences

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Leveraging Digital Marketing to Enhance The Competitiveness of Culinary Microenterprises: A Case Study From Rural Indonesia Rizki, Nabila; Adinugraha, Hendri Hermawan; Gunawan, Ade
Maqrizi: Journal of Economics and Islamic Economics Vol 5 No 1 (2025): Maqrizi : Journal of Economics and Islamic Economics
Publisher : Program Studi Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30984/maqrizi.v5i1.1358

Abstract

In the face of growing competition in the culinary sector, micro and small enterprises (MSEs) in developing countries face a dual imperative: digital transformation and market competitiveness. This study explores how digital marketing strategies can enhance the market performance of rural culinary MSEs, with a focused case study on Mr. Leman's Goat Satay stall in Central Java, Indonesia. Adopting a qualitative case study approach, data were collected through direct observations, semi-structured interviews, and documentation of digital activities. The findings reveal that while social media platforms—such as Instagram, Facebook, and TikTok—serve as effective tools for market expansion and consumer engagement, major constraints include limited digital literacy, inconsistent content management, and a lack of financial capital for sustained promotion. Despite these barriers, the presence of value-based communication, customer-centered content, and ethical marketing practices contributes significantly to brand loyalty and business resilience. This research contributes to the discourse on digital entrepreneurship by contextualizing digital strategy within Islamic ethical business frameworks, emphasizing the need for inclusive, adaptive, and socially responsible marketing approaches for rural MSEs.
Penggunaan Bahasa Layanan di Balai Desa Dungus Gresik Rohmah, Imelda Ainur; Maydisia Wahyudi, Zahra Ekky; Nailiyaa, Lely Agus; Lastia, Lastia; Nurhayati, Eni; Rizki, Nabila
Jurnal Multidisiplin West Science Vol 3 No 12 (2024): Jurnal Multidisiplin West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jmws.v3i12.1808

Abstract

Penelitian ini mengkaji penggunaan bahasa dalam layanan publik di Balai Desa Dungus, Gresik, sebuah desa dengan masyarakat yang mayoritas berbahasa Jawa. Penelitian ini bertujuan untuk mendeskripsikan ragam bahasa yang digunakan dalam interaksi antara petugas dan masyarakat, serta menganalisis efektivitasnya dalam komunikasi. Menggunakan pendekatan deskriptif-kuantitatif, penelitian ini melibatkan wawancara dan dokumentasi. Hasil penelitian menunjukkan dominasi penggunaan Bahasa Jawa dalam interaksi, diikuti oleh Bahasa Indonesia dan campuran keduanya. Seluruh responden menilai penggunaan bahasa dalam pelayanan sangat efektif dalam menciptakan komunikasi yang jelas dan responsif. Temuan ini menggarisbawahi pentingnya adaptasi bahasa oleh petugas untuk memenuhi kebutuhan masyarakat yang beragam. Penelitian ini memberikan implikasi bagi peningkatan kualitas pelayanan publik di desa-desa lain dengan karakteristik serupa. Disarankan untuk mengembangkan pedoman penggunaan bahasa dalam pelayanan publik yang dapat disesuaikan dengan karakteristik masing-masing desa.
Co-Authors Ade Gunawan Eni Nurhayati, Eni Hendri Hermawan Adinugraha Lastia, Lastia Maydisia Wahyudi, Zahra Ekky Nailiyaa, Lely Agus Rohmah, Imelda Ainur