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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Siti Kadri Yanti Sari
Halu Oleo University, Kendari, Indonesia
Economics, Econometrics & Finance

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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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Abstract

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.
DEVELOPMENT OF PARTNERSHIP-BASED UMKM BUSINESS MODELS IN AN EFFORTS TO REDUCE POVERTY IN KENDARI CITY Candra Puspita Ningtyas; Munawir Makmur; Sitti Hairani Idrus; Siti Kadri Yanti Sari
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 3 No. 4 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23101237

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in strengthening the community economy because they play a role in generating income, employment opportunities, and local economic activity. However, their contribution to poverty reduction still faces various obstacles, particularly limited capital, managerial capacity, technology, market access, and ongoing mentoring. This study aims to analyze the partnership model between MSMEs, the government, the private sector, and supporting institutions and to formulate a contextual partnership-based MSME business model to support poverty reduction in Kendari City. The study used a qualitative approach with a descriptive-analytical design. Data were obtained through in-depth interviews, observations, and documentation studies. The empirical units of the study included five MSMEs: Hasana Juice, Maqeza, UD Mone Mandiri, Rilscake, and Erni Sintetis. Data analysis used the Miles and Huberman interactive model through data reduction, data presentation, and drawing and verifying conclusions. The results show that partnerships have been implemented through training, business legality, raw material provision, marketing, promotion, technology utilization, and mentoring. However, the partnership pattern still tends to be simple, informal, and not yet integrated sustainably. The research produced a model that positions MSMEs as the primary actors, the government as a facilitator and regulator, the private sector as a value chain partner, and supporting institutions as providers of financing, knowledge, and innovation. Strengthening integration between these stakeholders is expected to improve MSME capacity and performance, expand markets, increase incomes, and create employment opportunities, contributing to poverty reduction.
Co-Authors Candra Puspita Ningtyas Fari Aus Muh. Husriadi Munawir Makmur Sitti Hairani Idrus