<![CDATA[This study aims to analyze the business model of Jaci Frozen Food MSMEs using the Business Model Canvas (BMC) framework and to understand the role of digital marketing in supporting the sustainability and stability of sales in the context of the Balikpapan local market. This research uses a qualitative descriptive approach with data collection through interviews, observation, and documentation. The research informants consisted of business owners, sales admins, and active customers selected using purposive sampling. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions, by mapping the findings into the nine elements of the Business Model Canvas. The results of the study show that the Jaci Frozen Food business model has been implemented in a real way and is integrated between BMC elements. The customer segment is focused on productive age consumers with practical food needs for routine household consumption. The value proposition offered is in the form of frozen food products that are practical, hygienic, halal, have a home-like taste, and are affordable. The use of digital channels, particularly WhatsApp and Instagram, plays an important role not only as a promotional medium, but also as a means of transaction and communication that supports repeat purchases. Customer relationships are built through quick response, personal communication, and consistent service, thus encouraging customer loyalty. Business revenue is dominated by digital sales with repeat purchase patterns, while the largest cost structure comes from raw materials and cold chain operations. This research confirms that digital marketing in MSMEs will be effective if it is fully integrated with the business model, and supported by resource readiness and operational activities. The research findings are expected to serve as a reference for MSMEs in designing sustainable business models and digital marketing strategies.]]>
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