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All Journal Journal of Artificial Intelligence and Digital Business
Aida, Umi
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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To evaluate the effectiveness of digital marketing in improving the operations of Bakso Arema Rajawali and Es Teler Sultan MSMEs, as well as identify factors that support their success and growth Aida, Umi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.7669

Abstract

This project analyzes the role of digital marketing in enhancing the performance and competitiveness of two MSMEs, Bakso Arema Rajawali and Es Teler Sultan, at the Polbeng Business Expo Chapter II. The study examines how strategies such as social media promotion, digital catalogs, promotional videos, and QRIS payment systems help increase visibility, expand market reach, and strengthen customer relationships. A project-based method was applied through preparation, implementation, completion, and reporting stages, ensuring a structured and systematic approach to the activities conducted during the expo. The findings show that digital marketing effectively raises consumer awareness, facilitates faster and more convenient transactions, and significantly broadens market reach beyond conventional methods. In addition, the use of engaging digital content helps businesses interact more actively with customers and build long-term relationships. Moreover, collaboration between students and local MSMEs fosters innovation, strengthens branding, and supports small business growth. Overall, the project highlights the importance of adopting digital strategies to remain competitive and sustainable in a rapidly evolving business environment today. This study also provides practical insights for MSME owners to optimize digital tools and adapt to changing consumer behavior in the modern marketplace effectively and efficiently for better competitiveness and long-term business sustainability and resilience.Bagian Atas FormulirBagian Bawah Formulir
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