Factors Hindering Marketing Development Through E-Catalogs of Pineapple-Based MSMEs in Prabumulih City

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Published: Dec 31, 2024
DOI: https://doi.org/10.19109/2kxqyn97
Keywords:
e-catalog, economic development, governance, MSMEs, pineapple-based product

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Ermanovida
Universitas Sriwijaya
Aulia Utami Putri
Universitas Sriwijaya
Dwi Mirani
Universitas Sriwijaya
Sylvie Agustina
Universitas Sriwijaya
Zakiyah Zakiyah
Universitas Sriwijaya

Abstract

The national development of Indonesia involves the active participation of society, with the government serving as a guide and facilitator in achieving general welfare. One sector that is a focus of development is Micro, Small, and Medium Enterprises (MSMEs), which play a significant role in enhancing the economy, creating jobs, and supporting income distribution. In the city of Prabumulih, known for its pineapple potential, pineapple-based MSMEs are crucial to the local economy. However, MSME actors in Prabumulih face challenges in accessing digital marketing, particularly in utilizing government procurement platforms through E-Catalogs. Therefore, this study aims to identify the factors that hinder the development of marketing for pineapple-based MSMEs in Prabumulih through the E-Catalog system. Using a descriptive qualitative method and in-depth analysis, this research finds that a lack of guidance in digital marketing, limited access to information, and difficulties in meeting the formal requirements for e-purchasing are the main obstacles. This study recommends enhancing digital training, improving access to information, and providing technical assistance to MSME actors so they can adapt to the E-Catalog mechanism and thrive in the digital era.

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How to Cite
Factors Hindering Marketing Development Through E-Catalogs of Pineapple-Based MSMEs in Prabumulih City. (2024). Wardah, 25(2), 253-286. https://doi.org/10.19109/2kxqyn97
Issue
Vol. 25 No. 2 (2024): Wardah
Section
Articles

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Factors Hindering Marketing Development Through E-Catalogs of Pineapple-Based MSMEs in Prabumulih City. (2024). Wardah, 25(2), 253-286. https://doi.org/10.19109/2kxqyn97

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