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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Fari Aus
Halu Oleo University, Kendari, Indonesia

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EXPLORATION OF CHALLENGES AND OPPORTUNITIES IN THE INTEGRATION OF PRODUCT INNOVATION AND DIGITAL MARKETING IN THE DEVELOPMENT OF MSMEs IN THE FOOD SECTOR Muh. Husriadi; Fari Aus; Siti Kadri Yanti Sari
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 4 (2025): APRIL
Publisher : Adisam Publisher

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Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the economies of developing countries, but face significant challenges in integrating product innovation and digital marketing. This study reveals that limited resources, both financial and human resources, as well as low digital literacy, are the main obstacles in optimizing MSME digital marketing strategies. Many business actors have difficulty using advanced digital marketing technology and analytical tools, resulting in ineffective marketing strategies. However, this study also found great opportunities through the use of customer data for product innovation and market expansion via digital platforms. By utilizing social media and e-commerce, MSMEs can expand their markets and reduce operational costs. These findings indicate that developing digital literacy and collaborating with the government and e-commerce platforms are essential to support the growth and sustainability of MSMEs. Therefore, this study recommends that MSMEs focus on improving digital literacy, using analytical tools, and utilizing customer data to increase competitiveness in the global market. This approach will strengthen MSMEs ability to face competitive challenges in the digital era.
ANALYSIS OF SOCIO-CULTURAL VALIDITY AND BUSINESS MANAGEMENT IN E-COMMERCE ADOPTION IN FAST FOOD SMEs Fari Aus; Bunga Kartika; Muh. Husriadi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 5 (2025): MAY
Publisher : Adisam Publisher

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Digital transformation through e-commerce offers opportunity big for fast food SMEs, however​ social cultural resistance and limitations business management becomes an obstacle main in the adoption process. This study aims to analyze socio-cultural validity and readiness management in adopting e-commerce in fast food SMEs, as well as identify factors key influencing​ success digital transformation. The research method uses a qualitative approach with case studies, involving interview in-depth and observation participatory in MSME actors in urban areas. The results of the study revealed that the value family and interaction look at advance Still dominant, causing resistance to digital transactions, while limitations capacity managerial and digitalization of internal processes hinders e-commerce optimization. This finding confirms the need integration of cultural approaches and strengthening organizational capabilities to support technology adoption effective. Implications the practical thing is the importance ongoing training and contextual mentoring, as well as support policies that are adaptive to characteristics local fast food MSMEs. This study contributes to the development of a more inclusive and sustainable e-commerce adoption model in the culinary MSME sector.
Co-Authors Bunga Kartika Muh. Husriadi Siti Kadri Yanti Sari