Digital Marketing and Effective Management to Expand the Processed Food Market for Micro, Small, and Medium Enterprises in Wanagiri Village, Bali

Luh Suriati (Food Technology and Agricultural Product, Faculty of Agriculture, Warmadewa University, Denpasar, Indonesia)
N K Mardewi (Animal Husbandry Study Program, Faculty of Agriculture, Warmadewa University, Denpasar, Indonesia)
K A M D Prayoga (Computer Engineering, Faculty of Planning Engineering, Warmadewa University, Denpasar, Indonesia)
Ni Kadek Sintya Pradnyani Putri (Food Technology and Agricultural Product, Faculty of Agriculture, Warmadewa University, Denpasar, Indonesia)

AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment)
Vol. 10 No. 3 (2026)

Micro, Small, and Medium Enterprises (MSMEs) in Wanagiri Village, Bali, hold significant potential to strengthen the local economy through diverse processed food products. However, limited digital marketing adoption and uneven managerial capacities constrain their market reach and competitiveness. This study evaluates the impact of digital marketing and effective business management on market expansion among processed food MSMEs in Wanagiri. Utilizing a quantitative approach, data were gathered from 20 actively participating MSMEs via structured questionnaires and analyzed using multiple linear regression. The empirical results indicate that both digital marketing (p < 0.05) and effective management (p < 0.05) positively and significantly affect market expansion. While digital platforms broaden promotional reach and customer engagement, effective management ensures operational stability, quality control, and order fulfilment. The findings underscore that digital marketing achieves optimal results when paired with robust business governance, providing key strategic insights for rural MSME development. Contribution to Sustainable Development Goals (SDGs):SDG 8: Decent Work and Economic GrowthSDG 9: Industry, Innovation and Infrastructure