Strategic Digital Marketing Innovation for Sustainable Growth of Traditional Food MSMEs in Indonesia

Authors

  • Ardhitya Alam Wiguna Politeknik Negeri Jember
  • Aditya Nizar Al Ardi Politeknik Negeri Jember
  • Dinu Saadillah Politeknik Negeri Jember
  • Financia Mayasari Politeknik Negeri Jember
  • Rini Hardiyani Politeknik Negeri Jember
  • Dicky Andriyanto Politeknik Negeri Jember
  • Nur Azizah Politeknik Negeri Jember

DOI:

https://doi.org/10.47134/jobm.v3i2.171

Keywords:

Digital marketing, MSMEs, Product innovation, Strategic marketing, Sustainable growth, Traditional food

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economic development; however, many face challenges in maintaining competitiveness, particularly in the traditional food sector. One example is the Putri Madu Cassava Tape Business in Jember Regency, East Java, which has experienced a decline in sales even though it has a wide market network. This study aimed to formulate an effective marketing strategy by combining SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and Quantitative Strategic Planning Matrix (QSPM). The literature review highlighted the importance of strategic management, marketing mix, digital marketing, and empirical findings related to the competitiveness of MSMEs. Data was collected through interviews, questionnaires, and documentation involving business owners, employees, and marketing experts. The SWOT analysis identified key strengths such as product quality and an extensive distribution network, as well as weaknesses in the form of limited product innovation and conventional promotion. External analysis showed opportunities from digital technology adoption and government support, accompanied by the threat of fierce competition and changing consumer preferences. The QSPM results prioritized six alternative strategies, with digital marketing integration (TAS: 6.52) and product diversification (TAS: 6.20) as top priorities. These findings showed that the combination of SWOT–QSPM with digital marketing can provide a strategic framework for MSMEs to increase competitiveness, expand the market, and achieve sustainable growth.

 

Author Biographies

Ardhitya Alam Wiguna, Politeknik Negeri Jember

 

 

Aditya Nizar Al Ardi, Politeknik Negeri Jember

 

 

Dinu Saadillah, Politeknik Negeri Jember

 

 

Financia Mayasari, Politeknik Negeri Jember

 

 

Rini Hardiyani, Politeknik Negeri Jember

 

 

Dicky Andriyanto, Politeknik Negeri Jember

 

 

Nur Azizah, Politeknik Negeri Jember

 

 

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Published

2025-12-01

How to Cite

Wiguna, A. A., Ardi, A. N. A., Saadillah, D., Mayasari, F., Hardiyani, R., Andriyanto, D., & Azizah, N. (2025). Strategic Digital Marketing Innovation for Sustainable Growth of Traditional Food MSMEs in Indonesia. Journal of Business Management, 3(2), 167–173. https://doi.org/10.47134/jobm.v3i2.171

Issue

Vol. 3 No. 2 (2025): December

Section

Articles

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Copyright (c) 2025 Ardhitya Alam Wiguna, Aditya Nizar Al Ardi, Dinu Saadillah, Financia Mayasari, Rini Hardiyani, Dicky Andriyanto, Nur Azizah

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