Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Jobmark: Journal of Branding and Marketing Communication
Muchammad Firman Mauludin
Universitas Islam Negeri Sunan Ampel Surabaya
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Digital Empowerment of Women Entrepreneurs for Competitive Advantage and Poverty Reduction Muchammad Firman Mauludin; Pesta Asni W Napitupuluh; Eny Yuniyati
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.639

Abstract

Poverty in East Java remains a persistent, multidimensional challenge, particularly in disadvantaged regions such as Tapal Kuda, where structural constraints limit economic mobility. This study examines how e-commerce functions as a strategic capability in strengthening women’s entrepreneurship, generating competitive advantage, and reducing poverty vulnerability. Adopting an interpretive qualitative case study approach, data were collected through in-depth interviews, observations, and document analysis of women-led MSMEs that use marketplace platforms, and were analyzed thematically through a Resource-Based View (RBV) lens. The findings reveal that e-commerce operates not merely as a transactional channel but as a strategic digital resource that enables market expansion, network integration, and competitive positioning. Women entrepreneurs develop digital differentiation through packaging innovation, localized branding, and interactive consumer engagement, which enhances business resilience and income generation. These practices contribute to household economic stability and reinforce women’s socio-economic roles. However, sustainability is constrained by limited digital literacy, infrastructural gaps, and insufficient institutional support. Theoretically, this study extends RBV by situating digital capabilities within gendered entrepreneurial contexts in disadvantaged regions. Practically, it highlights the need for integrated policies that foster digital ecosystems for women’s entrepreneurship, including infrastructure development, capacity building, inclusive financing, and value chain integration.
Product and Service Innovation in MSMEs for Competitive Advantage against Low Cost Imports Muchammad Firman Mauludin; Pesta Asni W Napitupulu; Eny Yuniyati
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.641

Abstract

The influx of low-cost imported products into Indonesia has intensified competition for Micro, Small, and Medium Enterprises, particularly in urban markets such as Surabaya, where price efficiency and mass production dominate. This study examines how MSMEs develop product and service innovation as adaptive strategies to respond to import competition and build sustainable competitive advantage. Using an interpretive qualitative case study approach, data were collected through in-depth interviews, field observations, and documentation, and analyzed using the interactive model of data reduction, thematic analysis, and conclusion drawing. The findings reveal that MSMEs perceive imported products as structural competitive pressure that reshapes market dynamics. In response, they pursue product innovation through local differentiation, redesign packaging as a strategic communication tool, enhance service innovation through customer experience, adopt digital marketing via e-commerce platforms, and leverage cultural narratives as branding assets. In addition, the growth of culinary tourism in Surabaya creates new competitive spaces that require the integration of innovation with local identity. Theoretically, this study reinforces differentiation as a key competitive strategy. It extends the Resource-Based View by highlighting intangible assets such as creativity, social capital, and cultural identity as critical resources. Practically, it underscores the importance of innovation-driven strategies and digital capability development to strengthen MSME competitiveness in the context of global trade pressures
Co-Authors Eny Yuniyati Pesta Asni W Napitupulu Pesta Asni W Napitupuluh