Indonesian Journal of Cultural and Community Development
Vol 15 No 3 (2024): September
Village Development Articles

Digital Marketing Strategy for MSMEs to Increase Competitiveness of Local Products
Strategi Pemasaran Digital UMKM untuk Meningkatkan Daya Saing Produk Lokal


  • Achmad Hisyam,
  • Hadiah Fitriyah *
Achmad Hisyam
Universitas Muhammadiyah Sidoarjo, Indonesia
Hadiah Fitriyah
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v16i1.1148
Published October 8, 2024
Keywords
  • MSMEs,
  • Digital Marketing,
  • Competitiveness,
  • Local Products,
  • SWOT
How to Cite
Hisyam, A., & Hadiah Fitriyah. (2024). Digital Marketing Strategy for MSMEs to Increase Competitiveness of Local Products. Indonesian Journal of Cultural and Community Development, 15(3), 10.21070/ijccd.v16i1.1148. https://doi.org/10.21070/ijccd.v16i1.1148

Copyright (c) 2024 Achmad Hisyam, Hadiah Fitriyah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

General background in the current digital era, small and medium enterprises (MSMEs) are a vital component of local economic development, particularly in rural areas. Specific background MSMEs producing local products such as bags and suitcases are prominent in certain regions, but face significant marketing challenges. Knowledge gap: However, few studies have explored the application of digital marketing strategies to improve the competitiveness of local MSME products.This study aims to analyze the application of digital marketing as a marketing strategy for local village products to increase the competitiveness of MSMEs using a SWOT analysis approach. The results show that MSMEs need strong government and institutional support to overcome market barriers and adopt advanced marketing techniques. The findings emphasize the importance of training and mentoring programs to enhance technical and managerial skills, as well as the introduction of new technology. Additionally, creating a community of craftsmen and entrepreneurs can foster knowledge-sharing and expand business networks, contributing positively to the competitiveness of local products. Novelty the study introduces a comprehensive approach that combines digital marketing and community building, which has not been extensively studied in the context of rural MSMEs. The implications of this research suggest that by leveraging digital platforms and forming supportive networks, MSMEs can increase their market reach and competitiveness, contributing significantly to local economic growth.

Highlights:

  • MSMEs require digital marketing strategies to boost product competitiveness.
  • Government support and training are crucial for overcoming market challenges.
  • Community-building among craftsmen enhances business networks and knowledge-sharing.

Keywords: MSMEs, Digital Marketing, Competitiveness, Local Products, SWOT

 

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