Empowering Baturiti MSMEs through Website Integration and Social Media Marketing Strategies

GDA Wicaksana; Irfan Cahyono; Kadek Sudrajat; Yeni Suprihatin

doi:10.59110/rcsd.573

Authors

GDA Wicaksana Institut Desain dan Bisnis Bali, Bali, Indonesia
Irfan Cahyono Institut Desain dan Bisnis Bali, Bali, Indonesia
Kadek Sudrajat Institut Desain dan Bisnis Bali, Bali, Indonesia
Yeni Suprihatin IAIN Metro, Lampung, Indonesia

DOI:

https://doi.org/10.59110/rcsd.573

Keywords:

Community Empowerment, Digital Marketing, MSMEs, Rural Tourism, Website Development

Abstract

Digital transformation plays a critical role in supporting the sustainability and competitiveness of local enterprises in rural and tourism-based regions. This study explores the development of a digital platform designed to enhance the marketing capacity of Micro, Small, and Medium Enterprises (MSMEs) in Baturiti Village, Bali. In response to limited digital visibility and market access among local entrepreneurs, a website was created to serve as a centralized platform that integrates business profiles, product galleries, WhatsApp communication, and Google Maps navigation. Using a descriptive qualitative approach, the research involved five selected MSMEs representing various sectors such as traditional food, retail, and crafts. The findings indicate that the platform effectively supported MSME digitalization through three core strategies: digital marketing integration, product quality presentation, and product diversification. The website not only increased visibility and customer engagement but also fostered community-based empowerment and collaboration. This model offers practical insights into how localized digital tools can bridge the digital divide and support inclusive economic development in rural tourism areas.

References

Atmojo, M., Mahendra, G., & Perdana, V. (2023). Development of MSME potential through branding and digital marketing. Abdimas Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 8(3), 505-514. https://doi.org/10.26905/abdimas.v8i3.10468

Balaka, M. Y., Kuswinardi, J. W., Wilyadewi, I. I. D. A. Y., Efendi, B., & Zulfikhar, R. (2023). Aplikasi mobile dalam pemasaran digital: Analisis literatur tentang pengaruhnya terhadap keuangan dan strategi pemasaran bisnis. Jurnal Pendidikan Tambusai, 7(3), 13456–13465. https://doi.org/10.31004/jptam.v7i3.10002

Dhungana, D. P. (2024). Impact of digital marketing on business performance of small and medium businesses in Birendranagar, Surkhet. Journal of Nepalese Management and Research, 6(1), 198-209. https://doi.org/10.3126/jnmr.v6i1.72097

Ena, Z., Widyatania, D., & Hina, H. (2023). Post-COVID-19 marketing management strategy in digital business. International Journal of Management and Business Economics, 1(2), 99–103. https://doi.org/10.58540/ijmebe.v1i2.199

Erwin, E., Suade, Y. K. M., Tanesia, C. Y., Sharon, S., & Maichal, M. (2023). Customer engagement usaha kuliner: Kontribusi marketing content dan efek viral marketing campaigns. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 6(3), 383–397. https://doi.org/10.31842/jurnalinobis.v6i3.285Inobis

García-Mendoza, W. (2023). Digital marketing strategies and acquisition of new customers for SMEs in Santa Elena Province. Russian Law Journal, 11(9s), 45–53. https://doi.org/10.52783/rlj.v11i9s.1800

Gusman, A., & Awal, H. (2024). Digital marketing training and assistance for MSMEs at INS Kayu Tanam High School. Journal of Community Service and Applied Science, 2(1), 36–40. https://doi.org/10.62769/2cq0pw07

Hadinata, S. (2023). Pemanfaatan digital marketing dalam perkembangan UMKM di era teknologi digital. Journal of Computer Science and Digital Business, 1(1), 10–20.

Jadhav, G., Gaikwad, S., & Bapat, D. (2023). A systematic literature review: Digital marketing and its impact on SMEs. Journal of Indian Business Research, 15(1), 76–91. https://doi.org/10.1108/JIBR-05-2022-0129

Joshi, Y., Lim, W., Jagani, K., & Kumar, S. (2023). Social media influencer marketing: Foundations, trends, and ways forward. Electronic Commerce Research, 25(2), 1199-1253. https://doi.org/10.1007/s10660-023-09719-z

Kurnia, M. (2023). Village branding based on development of MSMEs. JMBI Unsrat (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi), 10(3), 2610-2618. https://doi.org/10.35794/jmbi.v10i3.54659

Listiani, W., Ningdyah, A., & Rohaeni, A. (2024). Desire to revisit: Memorable experiences drive domestic tourists to return to Bali. Jurnal Kajian Bali (Journal of Bali Studies), 14(1), 147. https://doi.org/10.24843/jkb.2024.v14.i01.p07

Marlina, S., Hastuti, H., & Fatmayanti, A. (2024). Sosialisasi peningkatan pendapatan petani melalui inovasi pengolahan hasil tani dan digitalisasi pemasaran. Room of Civil Society Development, 3(6), 247–259. https://doi.org/10.59110/rcsd.440

Meganingsih, F., Wisesa, A., & Fachira, I. (2024). Enhancing Nogi Livin’s brand awareness: A customer decision journey perspective through social media. International Journal of Current Science Research and Review, 07(06). https://doi.org/10.47191/ijcsrr/v7-i6-38

Muslikhah, R., Utami, T., Anindya, K., & Muzakir, M. (2023). Digitalization of business profile to promote qualified marketing system of SMEs’ product. Asian Journal of Community Services, 2(8), 653–662. https://doi.org/10.55927/ajcs.v2i8.5620

Nisa, A. (2023). The effect of the G20 summit in Bali on creative economy and tourism: Economic impact analysis of high-level events. Toursci, 1(2), 55-59. https://doi.org/10.62885/toursci.v1i2.70

Prabowo, V. A., Patria, V., Sandi, S. P. H., & Hidayaty, D. E. (2023). Pengembangan strategi pemasaran Coffee Shop Salapan Djati. ETNIK: Jurnal Ekonomi – Teknik, 2(7), 583–590.

Putrinda, T., Widjanarko, S., & Zahar, I. (2022). Making of MSME website design as a means of digital marketing in Tangerang Regency. Asian Journal of Community Services, 1(4), 123–130. https://doi.org/10.55927/ajcs.v1i4.1336

Rachmawati, D., Wijaya, H., & Pambreni, Y. (2023). Analysis of digital marketing and green marketing strategies to maintain business sustainability on MSMEs Bandung Regency in digital era. Journal of Applied Business Administration, 7(2), 237–244. https://doi.org/10.30871/jaba.v7i2.6345

Rai, V., & Chauhan, V. (2023). Market penetration through digital marketing: A case study of a tractor dealership during COVID-19 pandemic. Journal of Contemporary Marketing Management, 2(2), 45–52. https://doi.org/10.57159/gadl.jcmm.2.2.23042

Resnick, S., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: A “4Ps” self-branding model. International Journal of Entrepreneurial Behaviour & Research, 22(1), 155–174. https://doi.org/10.1108/IJEBR-07-2014-0139

Salam, R., & Kho, A. (2023). Pengaruh manajemen pemasaran virtual terhadap produk UMKM. Jurnal MENTARI: Manajemen Pendidikan dan Teknologi Informasi, 1(2), 198–207. https://doi.org/10.34306/mentari.v1i2.272ijc.ilearning.co+1Open Journal UNPAM+1

Samat, M. (2020). SME performance: The effects of social media marketing adoption and competitive intelligence. European Proceedings of Social and Behavioural Sciences, 122, 560–567. https://doi.org/10.15405/epsbs.2020.12.05.71

Siregar, W. V., Hasibuan, A., Sayuti, M., & Puspasari, C. (2023). Edukasi pemanfaatan digital marketing bagi pelaku industri. MEJUAJUA: Jurnal Pengabdian Kepada Masyarakat, 3(2), 38–45.

Subarjo, S., Widarta, W., Witanti, A., & Sosanto, D. (2023). Pengembangan strategi pemasaran dan manajemen keuangan pada Kelompok Jamu Mulya Sari Abadi. Masyarakat Berdaya dan Inovasi, 4(2), 289–295. https://doi.org/10.33292/mayadani.v4i2.149mayadani.org

Sutrisno, S. (2023). The role of partnerships and business networks in the growth of MSMEs in the digital age. J. Technology; J. Society Perspective, 1(3), 122-131. https://doi.org/10.61100/tacit.v1i3.61

Sutrisno, S., Diawati, P., Muhamad, L., Permana, R., & Suparwata, D. (2024). Innovative strategies of SMEs in alignment with community needs. J. Tirakat, 1(1), 30-38. https://doi.org/10.61100/j.tirakat.v1i1.103

Taiminen, H., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073

Triwahyono, B., Rahayu, T., & Kraugusteeliana, K. (2023). Analysing the role of technological innovation in improving the operational efficiency of MSMEs. Jurnal Minfo Polgan, 12(1), 1417-1426. https://doi.org/10.33395/jmp.v12i1.12791

Utami, N., Susanti, E., & Sholeh, M. (2022). MSME agglomeration and image branding destinations in tourism village development as an economic improvement for rural communities (Case study at Sendang Senjoyo tourism object, Salatiga City). Ilomata International Journal of Management, 3(4). https://doi.org/10.52728/ijjm.v3i4.586

Vania, A., & Fikriah, N. (2023). The impact of creative digital marketing on the sustainability of MSME businesses: A mediating role of marketing performance. Jurnal Ilmiah Manajemen dan Bisnis, 8(2), 141–150. https://doi.org/10.38043/jimb.v8i2.4546

Wicaksana, G., Suprihatin, Y., & Mar’an, D. A. (2024). Infusing Tri Hita Karana on teaching Indonesian vocabularies for business for international students. Unila Journal of English Teaching (UJET), 13(2), 55–60. https://ujet.fkip.unila.ac.id/v2/article/view/85

Wijaya, H. (2024). Impact of digital marketing and intellectual capital on business performance (Case study of SMEs in Depok City, West Java). Best Journal of Administration and Management, 2(4), 183–189. https://doi.org/10.56403/bejam.v2i4.186