Annisa Weriframayeni, Sri Mona Octafia, Elsa Widia

Digital Communication Strategy to Increase Visibility of Women's MSMEs: A Case Study of Padang City

Introduction

Digital communication strategy to increase visibility of women's msmes: a case study of padang city. Explore effective digital communication strategies to boost visibility and marketing performance for women's MSMEs in Padang City. Learn about social media, website, and ad impact.

Abstract

Women's participation in Indonesia's economy has long been a focus of attention. Notably, more than 60 percent of MSMEs (Micro, Small, and Medium Enterprises) in Indonesia are managed by women. While numerous studies have examined how digitalization impacts MSME performance in Padang City, there has been little to no specific research on effective communication strategies in the digital realm. Therefore, this study aims to provide comprehensive and relevant insights for developing effective digital communication strategies to enhance the marketing performance of women-owned MSMEs in Padang City. The study includes an in-depth analysis of the types of digital platforms used, the messages conveyed, and the ways interactions with customers are conducted through social media, websites, or e-commerce platforms. The research methodology involves the collection of primary data through in-depth interviews and surveys, as well as secondary data related to the profiles of women-owned MSMEs. The data analysis employs multivariate regression analysis to identify the influence of several independent variables on multiple dependent variables simultaneously.The results indicate that strategies involving the use of social media and online advertisements are highly effective in increasing the visibility of MSMEs on social media platforms. Meanwhile, using websites and online advertisements proves to be more effective in driving visitors to the MSME websites.

Review

The paper, "Digital Communication Strategy to Increase Visibility of Women's MSMEs: A Case Study of Padang City," addresses a highly pertinent and critical area of study, focusing on the significant role women play in Indonesia's economy, particularly within the MSME sector. By identifying a clear research gap—the lack of specific investigation into effective digital communication strategies for women-owned MSMEs in Padang City—this study positions itself as a valuable contribution. Its aim to provide comprehensive insights for developing effective digital communication strategies to enhance the marketing performance and visibility of these enterprises is both timely and directly relevant to fostering economic empowerment. The research outlines a well-structured methodology, combining both primary and secondary data collection. The use of in-depth interviews and surveys for primary data, complemented by secondary data on women-owned MSME profiles, suggests a robust approach to gather nuanced insights. The application of multivariate regression analysis is appropriate for examining the simultaneous influence of various digital communication elements—such as platform types, messages, and customer interactions—on marketing performance. This analytical choice aligns effectively with the study's objective to dissect the complexities of digital strategy implementation across social media, websites, and e-commerce platforms. The findings offer practical and actionable insights that are crucial for women entrepreneurs. The study effectively differentiates the impact of various digital strategies, indicating that social media coupled with online advertisements is highly effective for increasing visibility on social platforms, while websites combined with online advertisements prove more effective in driving visitors to MSME websites. These results highlight the necessity of targeted digital communication strategies based on specific objectives and platform characteristics. Such differentiated insights are invaluable for optimizing resource allocation and enhancing the overall digital presence of women-owned MSMEs, not only in Padang City but also potentially in similar regional contexts.

Full Text

Comments

You need to be logged in to post a comment.