<![CDATA[The integration of operations management and digital marketing strategies is a crucial factor determining the sustainability of leathercraft Micro, Small, and Medium Enterprises (MSMEs) in Indonesia amid the digital transformation era. This study aims to map the focus of prior literature on operational and marketing dimensions within the local leather industry, and to formulate a conceptual integration model connecting production efficiency with the resilience of digital marketing strategies. The method employed is a Systematic Literature Review (SLR) of 20 relevant academic articles published between 2020 and 2026. The thematic analysis reveals a sharp polarization in previous studies, where internal improvements (such as Lean Manufacturing, MRP, FMEA, and Full-Costing) and external market expansion (such as e-commerce adoption, brand image, and purchasing decisions) have consistently been examined in isolation. This research gap is bridged through the formulation of a strategic causality loop model. This model asserts that operational efficiency achieved via waste elimination and quality standardization acts as an internal value driver that builds an authentic value proposition in online markets. Furthermore, the accuracy of cost calculation using the Full-Costing method provides flexibility for marketing management to establish competitive pricing strategies on digital platforms. This synthesis recommends that leathercraft MSME actors simultaneously align factory-floor governance with digital promotional activities to achieve sustainable competitive advantage.]]>
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