1. Home
  2. Vol 16, No 2 (2025)
  3. Baza

ENHANCING THE COMPETITIVENESS OF COASTAL MSMES THROUGH E-BUSINESS ADOPTION: A DIGITAL MARKETING MODEL FOR PROCESSED FISH PRODUCTS IN TANGGAMUS

Irwan Baza(1),


(1) Prodi Perbankan Syariah, STEBI Tanggamus, Lampung
Corresponding Author

Abstract


The digital transformation of coastal micro, small, and medium enterprises (MSMEs) is essential for expanding market access and strengthening business competitiveness. This study aims to develop and evaluate a mobile web-based E-Business model for digitally marketing processed fish products produced by coastal MSMEs in Tanggamus Regency, Indonesia. A qualitative case-study approach was employed, supported by interviews, observations, documentation, and system evaluation involving 43 respondents. The system was developed through requirement analysis, UML-based system design using Use Case and Activity Diagrams, implementation, testing, and maintenance. The proposed E-Business platform integrates product catalogues, ordering, payment, delivery tracking, promotions, customer interaction, and sales management within a responsive mobile interface. System evaluation focused on four dimensions: interface quality, usability, security, and perceived contribution of digital marketing to sales improvement. The results demonstrate high user acceptance, with interface quality achieving 97%, usability 93%, security 88%, and perceived digital marketing contribution to sales improvement 83%, resulting in an overall average of 90.25%. These findings indicate that integrating E-Business with digital marketing provides an effective approach for improving product visibility, market reach, customer accessibility, and marketing efficiency. The proposed model offers a practical digital transformation framework for strengthening the competitiveness of coastal MSMEs

Keywords


E-Business; Digital Marketing; Coastal MSMEs; Processed Fish Products; Digital Transformation; Competitiveness.

References


Kementerian Komunikasi dan Digital Republik Indonesia, Indeks Masyarakat Digital Indonesia 2025, Jakarta, Indonesia, 2025.

Sekretariat Negara Republik Indonesia, “Buka BRI Microfinance Outlook 2024, Presiden Soroti Peran Penting UMKM,” Jakarta, Mar. 2024.

Kementerian Komunikasi dan Informatika Republik Indonesia, “Tahun 2024, Indonesia Targetkan 30 Juta Pelaku UMKM Adopsi Teknologi Digital,” Siaran Pers No. 475/HM/KOMINFO/08/2024, Aug. 2024.

R. Rahayu and J. Day, “E-commerce adoption by SMEs in developing countries: Evidence from Indonesia,” Eurasian Business Review, vol. 7, pp. 25–41, 2017, doi: 10.1007/s40821-016-0044-6.

R. Rahayu and J. Day, “Determinant factors of e-commerce adoption by SMEs in developing country: Evidence from Indonesia,” Procedia - Social and Behavioral Sciences, vol. 195, pp. 142–150, 2015, doi: 10.1016/j.sbspro.2015.06.423.

S. A. Bening, M. Dachyar, N. R. Pratama, J. Park, and Y. Chang, “E-Commerce Technologies Adoption Strategy Selection in Indonesian SMEs Using the Decision-Makers, Technological, Organizational and Environmental (DTOE) Framework,” Sustainability, vol. 15, no. 12, Art. no. 9361, 2023, doi: 10.3390/su15129361.

N. Farida, A. Naryoso, and A. Yuniawan, “Model of relationship marketing and e-commerce in improving marketing performance of Batik SMEs,” Jurnal Dinamika Manajemen, vol. 8, no. 1, 2017.

Aisah, A. K. Mudzakir, and R. Noviyanti, “Marketing strategy for processed smoked fish products on the micro, small, and medium scale Poklahsar in Tegal City,” Saintek Perikanan: Indonesian Journal of Fisheries Science and Technology, vol. 20, no. 3, pp. 117–126, 2024.

Direktorat Jenderal Penguatan Daya Saing Produk Kelautan dan Perikanan, Kementerian Kelautan dan Perikanan Republik Indonesia, “Bimbingan Teknis Peningkatan Mutu dan Nilai Tambah Produk Perikanan di Kabupaten Tanggamus, Provinsi Lampung,” 2023.

A. A. Nugroho, I. G. Febryano, M. Riantini, N. Efendi, and Sumaryo, “Marine fishery product processing at salted fish production centers in Tanggamus Regency,” Inovasi Pembangunan: Jurnal Kelitbangan, vol. 14, no. 2, 2026, doi: 10.35450/jip.v14i02.1854.

B. B. Hapsoro, Palupiningdyah, and A. Slamet, “Peran digital marketing sebagai upaya peningkatan omset penjualan bagi klaster UMKM di Kota Semarang,” Jurnal Abdimas, vol. 23, no. 2, 2019, doi: 10.15294/abdimas.v23i2.17880.

L. Purwanti, I. Triyuwono, R. S. P. Martiningsih, and E. Z. Nasyi’ah, “Digitalisasi dan legalisasi UMKM Desa Langenharjo Kabupaten Kediri,” Jurnal Abdimas, vol. 27, no. 1, 2023, doi: 10.15294/abdimas.v27i1.42555.

M. A. Salendar et al., “Hubungan antara transisi pemasaran dari pemasaran tradisional ke pemasaran digital dengan volume penjualan: Studi pada Usaha Mikro Kecil dan Menengah di Kota Tangerang,” Jurnal Studi Manajemen Organisasi, vol. 19, no. 2, 2022.

R. Rahayu and J. Day, “E-commerce adoption by SMEs in developing countries: Evidence from Indonesia,” Eurasian Business Review, vol. 7, pp. 25–41, 2017.

R. Rahayu and J. Day, “Determinant factors of e-commerce adoption by SMEs in developing country: Evidence from Indonesia,” Procedia - Social and Behavioral Sciences, vol. 195, pp. 142–150, 2015.

S. A. Bening, M. Dachyar, N. R. Pratama, J. Park, and Y. Chang, “E-Commerce Technologies Adoption Strategy Selection in Indonesian SMEs Using the Decision-Makers, Technological, Organizational and Environmental (DTOE) Framework,” Sustainability, vol. 15, no. 12, Art. no. 9361, 2023.

A. A. Nugroho, I. G. Febryano, M. Riantini, N. Efendi, and Sumaryo, “Marine fishery product processing at salted fish production centers in Tanggamus Regency,” Inovasi Pembangunan: Jurnal Kelitbangan, vol. 14, no. 2, 2026.

Aisah, A. K. Mudzakir, and R. Noviyanti, “Marketing strategy for processed smoked fish products on the micro, small, and medium scale Poklahsar in Tegal City,” Saintek Perikanan: Indonesian Journal of Fisheries Science and Technology, vol. 20, no. 3, pp. 117–126, 2024.

B. B. Hapsoro, Palupiningdyah, and A. Slamet, “Peran digital marketing sebagai upaya peningkatan omset penjualan bagi klaster UMKM di Kota Semarang,” Jurnal Abdimas, vol. 23, no. 2, 2019.

M. A. Salendar et al., “Hubungan antara transisi pemasaran dari pemasaran tradisional ke pemasaran digital dengan volume penjualan: Studi pada Usaha Mikro Kecil dan Menengah di Kota Tangerang,” Jurnal Studi Manajemen Organisasi, vol. 19, no. 2, 2022.

N. Farida, A. Naryoso, and A. Yuniawan, “Model of relationship marketing and e-commerce in improving marketing performance of Batik SMEs,” Jurnal Dinamika Manajemen, vol. 8, no. 1, 2017.

“Determinants of E-commerce adoption and its effect on marketing performance among Vietnamese SMEs: A PLS-SEM approach using the TOE framework,” Journal of Open Innovation: Technology, Market, and Complexity, 2025, Art. no. 100670, doi: 10.1016/j.joitmc.2025.100670.

S. Junandi et al., “Motivational factors and the impact of e-commerce adoption on business performance: Evidence from traditional drink SMEs in Indonesia,” 2024.

C.-W. Wu, D. Botella-Carrubi, and C. Blanco-González-Tejero, “The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs),” Technological Forecasting and Social Change, vol. 200, Art. no. 123142, 2024, doi: 10.1016/j.techfore.2023.123142.

S. P. K. Goldman, H. van Herk, T. Verhagen, and J. W. J. Weltevreden, “Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets,” International Small Business Journal, 2021.

A. A. G. B. Udayana, A. S. Fatmawaty, Y. Makbul, E. S. Priowirjanto, L. S. Ani, E. Siswanto, W. Susanti, and S. Andriani, “Investigating the role of e-commerce application and digital marketing implementation on the financial and sustainability performance: An empirical study on Indonesian SMEs,” International Journal of Data and Network Science, vol. 8, no. 1, pp. 167–178, 2024, doi: 10.5267/j.ijdns.2023.10.007.

“Scope of E-Commerce use, innovation capability, and performance: Food sector MSMEs in Indonesia,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 11, no. 1, Art. no. 100459, 2025, doi: 10.1016/j.joitmc.2024.100459.


Full Text: PDF

Article Metrics

Abstract View : 0 times
PDF Download : 0 times

DOI: 10.56327/jurnaltam.v16i2.1909

Refbacks

  • There are currently no refbacks.