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All Journal SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Korengkeng, Tri
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Education Social Sciences Other

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DIGITAL TRANSFORMATION OF MANADO'S CULINARY MSMES: MARKETING ADAPTATION AND CREATIVE LOCAL PRODUCT INNOVATION Walangitan, Priskila; Sagai, Rillie; Rumambi, Ferdy; Korengkeng, Tri; Tandaju, Ferlina
SOSIOEDUKASI Vol 14 No 4 (2025): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/sosioedukasi.v14i4.6836

Abstract

This study analyzes the mechanism of digital transformation of culture-based culinary MSMEs in Manado through a mixed methods approach with an explanatory sequential design. A total of 100 MSMEs under the guidance of the Manado IKM Center were respondents in the quantitative analysis using PLS-SEM, which showed that Digital Marketing Strategy and Digital Marketing Performance are the main determinants of business sustainability. Technology acceptance and cultural product characteristics have a significant effect on digital marketing strategy, while Digital Readiness and Cultural Creativity Process do not show a direct effect. Qualitative analysis using NVivo reinforced these findings by revealing the strategic role of training, mentoring, and cultural narratives in shaping digital capabilities. Overall, this study confirms that the success of MSME digital transformation is the result of synergy between internal capabilities, cultural values, and institutional support from the Manado IKM Center, which together facilitate the strengthening of digital marketing performance and business sustainability.
Co-Authors Rumambi, Ferdy Sagai, Rillie Tandaju, Ferlina Walangitan, Priskila