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August 9, 2025Journal of Applied Business Taxation and Economics ResearchOpen Access

The Digital Leap: A Phenomenological Inquiry into Culinary MSMEs Marketing in Malang

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Authors

NANurul Hildha AfifaHPHeri PratiktoTDTitis Shinta Dhewi

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Overview

Qualitative inquiry reveals digital marketing improves brand awareness and business growth in culinary MSMEs, indicating the importance of technology adoption.

Key Points

  • Culinary MSMEs in Malang effectively use digital marketing strategies to enhance business performance, resulting in improved brand awareness.
  • Analysis shows that positive perceptions of technology influence MSMEs' decisions to adopt digital marketing practices, aligning with the Technology Acceptance Model.
  • Data collected from five MSMEs was examined using phenomenological techniques and SWOT analysis to better understand digitalization models.
  • Findings highlight the need for continuous innovation and digital literacy to boost competitiveness in the culinary sector.

Cite This Study

Afifa et al. (2025) studied this question.

synapsesocial.com/papers/68af3e34cf1dd9ea359eac02https://doi.org/10.54408/jabter.v4i6.437
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