Jul 2026· Jurnal Pengabdian Masyarakat dan Riset Pendidikan· Vol 5, pp. 611-617· 0 citations· 5 references
Abstract
Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector operate in a hyper-competitive market characterized by low entry barriers and rapidly changing consumer preferences. This study analyzes the critical impact of digital marketing capability and product innovation on the marketing performance of culinary MSMEs. Drawing on the Resource-Based View (RBV) and Dynamic Capabilities theory, this research investigates how local food entrepreneurs leverage digital technologies and unique product developments to achieve a sustainable competitive advantage. Utilizing a quantitative survey methodology with data collected from culinary MSMEs, the research framework is examined using Structural Equation Modeling (SEM). The empirical findings demonstrate that both digital marketing capability and continuous product innovation exert a positive and highly significant influence on marketing performance, measured through sales growth, customer retention, and market share expansion. Furthermore, the integration of digital agility accelerates market responsiveness, allowing innovations to be commercialized more effectively. The study concludes with tactical frameworks for MSME owners and regional policymakers to optimize digital literacy and foster collaborative innovation ecosystems to sustain rural and urban economic resilience.
Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector operate in a hyper-competitive market characterized by low entry barriers and rapidly changing consumer preferences. This study analyzes the critical impact of digital marketing capability and product innovation on the marketing performance of culinary MSMEs. Drawing on the Resource-Based View (RBV) and Dynamic Capabilities theory, this research investigates how local food entrepreneurs leverage digital technologies and unique product developments to achieve a sustainable competitive advantage. Utilizing a quantitative survey methodology with data collected from culinary MSMEs, the research framework is examined using Structural Equation Modeling (SEM). The empirical findings demonstrate that both digital marketing capability and continuous product innovation exert a positive and highly significant influence on marketing performance, measured through sales growth, customer retention, and market share expansion. Furthermore, the integration of digital agility accelerates market responsiveness, allowing innovations to be commercialized more effectively. The study concludes with tactical frameworks for MSME owners and regional policymakers to optimize digital literacy and foster collaborative innovation ecosystems to sustain rural and urban economic resilience.
Vidya Ramadhan Putra Pratama, Smita Catur Sudyantara, Enggun Gunawan et al.· Jurnal Pengabdian Masyarakat...· 0 citations
This research paper examines the transformative impact of 2026 digital marketing trends on the business performance of Micro, Small, and Medium Enterprises (MSMEs) in Coimbatore, India. By 2026, the marketing landscape has shifted significantly toward artificial intelligence (AI)-driven personalization, social commerce, and sustainable marketing practices. Utilizing a Structural Equation Modeling (SEM) approach with AMOS 28.0, this study investigates how these trends influence critical performance dimensions such as consumer trust, brand loyalty, and purchase intention. Data collected from a sample of MSMEs across Coimbatore's industrial and retail sectors reveals that AI adoption and localized data-driven advertising are major predictors of enhanced business outcomes. Specifically, the integration of predictive analytics and automated customer engagement tools has been shown to strengthen the relationship between brand identity and consumer satisfaction. The findings offer a strategic roadmap for Coimbatore business owners to leverage advanced marketing technologies to maintain competitive relevance in a rapidly evolving digital economy.
Mr.K. Manoj· EPRA International Journal o...· 0 citations
This study examines the implementation of digital marketing as a marketing strategy for micro, small, and medium enterprises (MSMEs) and its contribution to the development of Batak Toba and Batak Simalungun ulos products at Horas Market. The research was conducted at Misel Nadeak Ulos Store, a traditional cultural product business established in 2016. Using a qualitative research approach, data were collected through interviews, observations, and documentation involving business owners and individuals involved in digital marketing activities. The findings indicate that the adoption of digital marketing through TikTok Live and Shopee expanded market reach, increased product visibility, strengthened customer trust, and improved purchasing accessibility. Digital platforms enabled customers to access products and conduct transactions without geographical limitations. However, challenges related to human resource management and digital content consistency remained during implementation. The study concludes that digital marketing serves as an effective strategy for enhancing MSME competitiveness, business sustainability, and the promotion of traditional cultural products in the digital marketplace.
Imelda Sabrina Sibarani, Ronauli Zebua, Terintia Riahni Tampubolon et al.· Journal of Social Humanities...· 0 citations
This study examines how digital marketing contributes to the competitiveness of micro, small, and medium enterprises (MSMEs) in the Industry 4.0 era. Rather than treating social media, search engine optimization, content marketing, e-commerce, and online marketplaces as isolated promotional tools, the review conceptualizes them as a portfolio of complementary organizational capabilities. A structured integrative literature review was conducted to synthesize conceptual and empirical research on digital transformation, digital marketing adoption, customer engagement, and SME performance. The synthesis identifies five interrelated capability domains: social media interaction, content and search visibility, e-commerce and marketplace participation, customer data and analytics, and cross-channel integration. These capabilities influence performance through improved market visibility, customer engagement, trust, conversion, retention, and market learning. However, the relationship is contingent on digital literacy, managerial commitment, technological readiness, financial and human resources, logistics and payment infrastructure, and platform-related risks. The evidence supports a broadly positive association between digital marketing capability and MSME outcomes, but causal claims should remain cautious because much of the literature is cross-sectional, self-reported, and context-specific. The article contributes a capability-mechanism-outcome framework and a staged implementation agenda for MSME managers and policymakers. It concludes that sustainable competitiveness depends less on the adoption of a single platform than on the coordinated development, measurement, and continuous reconfiguration of digital marketing capabilities.
Mochammad Fahmi, Carnaval Rego Rio Sidabutar· International Journal of Bus...· 0 citations
The acceleration of the performance of Micro, Small, and Medium Enterprises (MSMEs) plays a crucial role in local economic growth; however, business actors are often faced with limitations in technology adoption and network strengthening. This study aims to analyze the partial effects of social capital, product innovation, and digital marketing on MSME performance. The research employed a quantitative method, with data collected through the distribution of questionnaires to 98 MSME owners in Bayan District as respondents. Data analysis was conducted using multiple linear regression analysis. The results indicate that social capital, product innovation, and digital marketing each have a positive and significant partial effect on MSME performance. Increased trust within business networks, creativity in product differentiation, and the consistent use of digital platforms have proven to be key factors in boosting sales performance and expanding market reach. The implications of this research emphasize the growth and sustainability of MSMEs in Bayan District which are highly dependent on a combination of strong social capital, product creativity, and technological adaptation so as not to be left behind and lose competitiveness in the rapidly growing digital market.
Susi Widjajani, Asih Rahayu Ning Rizky, Atika Jauharia Hatta· Journal of economics, financ...· 0 citations
Small and Medium Enterprises (SMEs) are vital to global economic growth, particularly in Southeast Asia, and significantly contribute to GDP and employment creation. However, financial, human, and technological constraints often hinder their marketing capabilities. The accelerating pace of globalization, rapid digitalization, and post-COVID-19 market volatility demand adaptive and innovative marketing strategies. This study conducts a comprehensive synthesis of SME marketing strategies through a Systematic Literature Review (SLR) following the PRISMA 2020 protocol, drawing from Scopus, Web of Science, and Emerald Insight between 2020 and 2025. Keywords include market orientation, entrepreneurial marketing, branding, digital marketing, pricing, promotion, and distribution. From an initial 5,739 publications, 23 studies met the inclusion criteria and were thematically analyzed based on three research questions: conceptualization and implementation of market orientation, prevalent strategic marketing practices, and management of branding, pricing, communication, and distribution. Findings reveal SMEs increasingly adopt hybrid approaches that combine traditional methods with digital innovations such as social media, e-commerce, analytics, and customer relationship management (CRM). Integrating market orientation (MO) and entrepreneurial orientation (EO) enhances resilience and competitive advantage, while digital readiness and platform dependency persist. This review provides valuable insights for policymakers, academics, and SME practitioners to improve marketing practices and drive sustainable growth in a rapidly changing business environment. Future research should focus on expanding geographic diversity and exploring the long-term impact of digital tools and hybrid marketing strategies.
N. M. R. Mamulak, Adri Gabriel Sooai, Agustinus Haryanto Pattiraja· International Journal of Sma...· 0 citations