Exploring The Challenges Of Digital Marketing Implementation In Culinary Msmes In Jambi City

Ani Nabila; Muhammad Nazori Majid; Agusriandi

doi:10.63922/ijebir.v5i05.3729

Ani Nabila UIN Sulthan Thaha Saifuddin Jambi
Muhammad Nazori Majid UIN Sulthan Thaha Saifuddin Jambi
Agusriandi UIN Sulthan Thaha Saifuddin Jambi

DOI: https://doi.org/10.63922/ijebir.v5i05.3729

Keywords: Digital Marketing; Culinary MSMEs; Implementation Challenges; Jambi City; Islamic Economics

Abstract

This study aims to explore the challenges in digital marketing implementation among
culinary Micro, Small, and Medium Enterprises (MSMEs) in Jambi City, while examining
their understanding, implementation practices, management approaches, effectiveness
perceptions, and coping strategies. Employing a qualitative method with a descriptive
approach, data were gathered through in-depth interviews with seven MSME owners
operating at the Banjuran Budaya Park area, Jambi City. The findings reveal that MSME
actors' comprehension of digital marketing remains at a basic level, largely confined to
promotional activities on social media platforms. While MSMEs have adopted digital
marketing through platforms such as Instagram, TikTok, WhatsApp, and food delivery
services, implementation remains simple and unplanned. Digital media management is
conducted independently and lacks structure. Key challenges include limited digital literacy,
insufficient time, restricted internet access, intense market competition, and external
environmental factors. The effectiveness of digital marketing varies considerably across
MSMEs. Strategies employed to overcome these challenges are rudimentary and
unstructured. This study contributes to the literature on digital marketing adoption barriers in
culinary MSMEs and offers practical recommendations for both practitioners and
policymakers.
Keywords: Digital Marketing; Culinary MSMEs; Implementation Challenges; Jambi
City; Islamic Economics

References

ve Commons Attribution-ShareAlike 4.0 International License.
characterized by simplicity and lack of strategic planning. Digital media management
is predominantly self-directed, resulting in inconsistency and underutilization of
available platform features. The principal challenges identified encompass limited
digital knowledge, time scarcity, internet access constraints, intense competition,
external environmental factors, unstable effectiveness, and limited content creativity.
Digital marketing effectiveness varies significantly across MSMEs, with more
consistent and creative implementers experiencing greater sales improvements.
Strategies employed are pragmatic yet informal, and would benefit from systematic
structured development.
From an Islamic economics perspective, digital marketing adoption by culinary
MSMEs is normatively permissible provided it adheres to principles of honesty,
transparency, and justice in all marketing communications and commercial
transactions.
6.2 Recommendations
Based on the research findings, the following recommendations are offered.
For MSME practitioners, structured digital marketing training programs that address
content strategy, analytics interpretation, and platform optimization should be
pursued. Operators are encouraged to establish regular content schedules, diversify
content formats beyond product photography, and leverage platform analytics to
refine promotional strategies. For policymakers and supporting institutions, targeted
digital literacy programs should be developed specifically for culinary MSME
operators, incorporating practical workshops on platform management and digital
content creation. Financial and technical support for platform registration and basic
digital marketing tools would lower adoption barriers. For academic researchers,
future studies should investigate the longitudinal impact of structured digital
marketing training on MSME performance, as well as the moderating role of Islamic
marketing ethics on consumer trust and loyalty in digital contexts.
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