Strategies for MSME Assistance in Digital Marketing through Marketplaces

Alda Candra; Shinta Abdul Rahman; Imam Wahyudhi; Alfira Putri Nugroho; Galih Permana; Muh. Sahrul Pratama; Izatul Nur Laily Maghfiroh Sudirman; Rapika ali

Alda Candra IAIN Fattahul Muluk Papua
Shinta Abdul Rahman IAIN Fattahul Muluk Papua
Imam Wahyudhi IAIN Fattahul Muluk Papua
Alfira Putri Nugroho IAIN Fattahul Muluk Papua
Galih Permana IAIN Fattahul Muluk Papua
Muh. Sahrul Pratama IAIN Fattahul Muluk Papua
Izatul Nur Laily Maghfiroh Sudirman IAIN Fattahul Muluk Papua
Rapika ali IAIN Fattahul Muluk Papua

Keywords: MSMEs, digital marketing, marketplace, assistance, business strategy

Abstract

The development of digital technology has significantly transformed marketing strategies, including those for Micro, Small, and Medium Enterprises (MSMEs). However, many MSME entrepreneurs still face various challenges in utilizing marketplaces as an effective marketing tool. This study aims to analyze the effectiveness of digital marketing assistance programs for MSMEs through marketplaces and identify the factors that influence the success of digital marketing strategies. This research employs a qualitative approach using in-depth interviews, observations, and literature studies. The findings indicate that assistance programs covering marketplace usage training, digital marketing strategies, stock management, and promotion optimization significantly enhance the competitiveness and market reach of MSMEs. Additionally, factors such as digital literacy, product quality, and understanding marketplace algorithms play crucial roles in the success of MSMEs’ digital marketing. With systematic and continuous assistance, MSMEs can adapt more effectively to market changes and improve their revenue and business sustainability. Therefore, it is essential for stakeholders, including the government and support institutions, to develop training programs tailored to MSMEs' needs to help them compete in the digital era. The results of this study are expected to serve as a reference for MSME entrepreneurs, academics, and practitioners in developing more effective and sustainable marketplace-based digital marketing strategies

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