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All Journal Jurnal Manajemen Perbankan Keuangan Nitro
Wardani, Syakila
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Economics, Econometrics & Finance

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Building a Contextual Digital Marketing Model for MSMEs in Medan City: A Locality-Based Qualitative Study Br Sembiring, Nabila Aulia; Pratama , Ryan Hidayat; Fuadi, Ikmal; Andika, Nurul; Wardani, Syakila; Malikhah, Ikhah
Jurnal Manajemen Perbankan Keuangan Nitro Vol. 2 No. 1 (2026): Special Volume for International Collaboration ASEAN Countries
Publisher : LP2M IBK Nitro

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Abstract

This study aims to develop a contextual digital marketing model for MSMEs in the city of Medan by emphasizing the integration of digital technology and local cultural values. Employing a qualitative case study approach, the research involved ten MSME actors in the culinary sector through semi-structured interviews, participatory observation, and digital documentation analysis. Thematic analysis revealed four main themes: digitalization as a space for small business existence, honesty and locality as marketing identity, self-taught creativity as a key resource, and limited digital literacy. The findings indicate that culture-based strategies and social interaction can enhance digital trust and the competitiveness of MSMEs. Theoretically, this study strengthens the application of the Resource-Based View (RBV) and Customer Relationship Management (CRM) within a local context, while also providing a policy foundation for strengthening culture-based digital ecosystems
Co-Authors Andika, Nurul Br Sembiring, Nabila Aulia Fuadi, Ikmal Malikhah, Ikhah Pratama , Ryan Hidayat