Building a Contextual Digital Marketing Model for MSMEs in Medan City: A Locality-Based Qualitative Study

Nabila Aulia Br Sembiring (Universitas Pembangunan Panca Budi Medan, Indonesia)
Ryan Hidayat Pratama (Universitas Pembangunan Panca Budi Medan, Indonesia)
Ikmal Fuadi (Universitas Pembangunan Panca Budi Medan, Indonesia)
Nurul Andika (Universitas Pembangunan Panca Budi Medan, Indonesia)
Syakila Wardani (Universitas Pembangunan Panca Budi Medan, Indonesia)
Ikhah Malikhah (Universitas Pembangunan Panca Budi Medan, Indonesia)

Jurnal Manajemen Perbankan Keuangan Nitro
Vol. 2 No. 1 (2026): Special Volume for International Collaboration ASEAN Countries

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