Analyzing MSME Growth Strategy Through Digital Marketing Approach

Abstract

Purpose: This study aims to analyze the business development strategy of Panca Konveksi, a Micro, Small, and Medium Enterprise (MSME) in Palembang, Indonesia, by implementing digital marketing strategies to enhance competitiveness and sustainability.

Methodology/approach: A qualitative descriptive method was employed at Panca Konveksi, focusing on production, human resources, finance, and marketing. Data were collected through observation, semi-structured interviews with the owner and employees, and documentation of business activities. Secondary data were obtained from academic journals, reports, and credible online sources. SWOT (Strengths, Weaknesses, Opportunities, Threats) and Business Model Canvas (BMC) frameworks were applied to analyze internal and external factors, while Instagram and Shopee were examined as digital marketing tools.

Results/findings: The study found that Panca Konveksi demonstrates strong product quality, skilled labor, and loyal customers but faces limitations in production capacity, informal financial management, and unstructured marketing. Integrating digital marketing via Instagram and Shopee improves brand visibility, customer engagement, and market reach. Recommended strategies include structured social media management, optimized e-commerce presence, financial literacy enhancement, and human resource development.

Conclusions: Aligning digital marketing with core business capabilities significantly strengthens MSME competitiveness and long-term growth.

Limitations: This research is limited to a single-case qualitative study, restricting generalizability.

Contribution: The findings provide practical insights for MSME owners, policymakers, and business incubators to support digital transformation, enhance entrepreneurship, and improve competitiveness in the apparel and creative sector.