An Integrated Digital Marketing and Support System Model for MSME Visibility and Sustainability
Keywords:
Digital marketing, Digital support system, MSME sustainability, Digital visibilityAbstract
This study develops an integrated digital marketing development model supported by a digital support system to enhance the visibility and sustainability of micro, small, and medium enterprises (MSMEs) in Indonesia. MSMEs often face limited digital capabilities, low online visibility, and insufficient institutional support. This research uses a qualitative case study involving 12 MSMEs in Yogyakarta, with data collected through in-depth interviews, observations, and document analysis. The data were analyzed using the Miles and Huberman interactive model. The findings show that MSMEs receiving digital training, technological infrastructure support, analytics tools, and institutional facilitation achieve higher digital visibility, more consistent marketing performance, and stronger business sustainability. The study proposes a four-component model consisting of digital marketing execution, digital literacy development, technological infrastructure support, and institutional facilitation. This integrated model provides a practical framework for sustainable MSME digital transformation.
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