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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Journal of Business Management Education (JBME) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan J-MAS (Jurnal Manajemen dan Sains) JUMANJI (JURNAL MANAJEMEN JAMBI) JURNAL RISET AKUNTANSI JAMBI Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science TIN: TERAPAN INFORMATIKA NUSANTARA Journal of Sustainable Business Hub (JSBH) Jurnal Ekonomi dan Bisnis Digital (MINISTAL) JUPADAI : Jurnal Pengabdian Kepada Masyarakat Jurnal Abdimas Sosek (Jurnal Pengabdian dan Pembardayaan Masyarakat) Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Pengabdian Harapan Ibu (JPHI) Swakarya: Jurnal Penelitian Sosial dan Pemberdayaan Masyarakat Abdimas Mandalika Prosiding Seminar Nasional Unimus Jurnal Akuntansi dan Sistem Informasi
Efandri Agustian
Nusa Cendana University, Kupang, Indonesia
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A Model for Improving MSME Competitiveness and Performance: The Impact of Digital Marketing, Product Innovation, and Market Orientation in The Creative Industry Sector in Southwest Sumba Regency Merlyn Kurniawati; Yuri Sandra Faah; Efandri Agustian; Familya Maria D.L. Moensaku
Dinasti International Journal of Education Management And Social Science Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i2.5737

Abstract

The existence of creativity-based MSMEs has significant potential for creating jobs, encouraging innovation and entrepreneurship, increasing regional income, strengthening local cultural identity, and contributing to overall economic growth through the utilization of human resources and creative ideas. The increasing number of MSMEs operating in the creative industry sector inevitably creates increasingly fierce competition. MSMEs must be able to improve their competitiveness and business performance through product innovation, marketing digitalization, and effective market orientation. The purpose of this study is to develop a model for improving the competitiveness and performance of MSMEs in the creative industry sector in Southwest Sumba Regency, East Nusa Tenggara, through three main constructs: digital marketing, product innovation, and market orientation. Data analysis was conducted using descriptive qualitative methods by systematically compiling data/information obtained from field research in the form of interviews, field notes, and documentation. The data was organized into categories to facilitate analysis. The research informants consisted of creative industry business actors, local government officials, and digital marketing practitioners. The research results show that the creative industry in Southwest Sumba Regency has superior potential, especially in the craft sub-sector (woven fabrics, handicrafts, and jewelry made from beads and metal), which combines local cultural values ​​with commercial aesthetics. However, business actors face challenges in expanding markets, improving product quality, and adopting effective digital marketing strategies. Adopting digital marketing and product innovation, combined with a strong market orientation, can improve the competitiveness and performance of MSMEs in Southwest Sumba Regency.
Co-Authors A Rozi A. Rozi Abdulloh Faqih Satrio Wibowo Ade Try Pratama Adria Wuri Lastari Agra Alan Yulianza Anggraeni Natasya Dethan Anjelina Marici Dedu Arjun, Muhammad Cheny Sanggryla Babu Dao Chrispy Theresia P. Daud Da Lopez, Viktorianus Mahendra Darwin Zebua Dewi Riastawaty Dhae, Yosefina K. I. D. D. Djehamat, Lazarus Eka Julianti Efris Saputri Elbertus Ranse Panshar Elfiandi Evrina Familya Maria D.L. Moensaku Fanggidae, Apriana H.J. Fa’ah, Yuri S. Gegung, Eunike Martha Hillary Stefany Tallo Hilnicputro, Wizaldy Fabiano I Nyoman Arya Wiguna Immanuel Sihombing, Midian Indah Mutiara Kanisha Noviana Devani Kiki Helencia Lestari, Adria Wuri Lia Nur Fadhilah Lia Nurfadhilah Liona Efrina S Lisa Lestari Mahendra Da Lopez, Viktorianus Marisi Marisi Marisi Marisi, Marisi Marshanda Irnel Cantika Nara Kaha Melda Gusmirayanti Merlyn Kurniawati Merlyn Kurniawati Midian E Sihombing Mulia Inda Purwati Mulia Inda Purwati Nabilla Shafanah Indirawaty Neno, Marianus S. Oktavianye Eka Putri Huky Panggabean, Marisi Patricia Clarissa Whitney Kabosu Pramita hadi, Anggun Rahmat Angga Dwi Putra Raya Sulistyowati Ridho Ilahi Rona Indara Soraya Yuslani Eoh Sri Mulyani Sri Mulyani Welhelmina M. Ndoen Wilhelmus Giovanni Meak WULANDARI Wuri Lastari, Adria Yudika Putra Koten Yuni Andriani Yuri Sandra Fa'ah Yuri Sandra Faah