DOI : https://doi.org/10.29165/ajarcde.v10i3.1354

Digital Marketing and Effective Management to Expand the Processed Food Market for Micro, Small, and Medium Enterprises in Wanagiri Village, Bali

Luh Suriati (1), N K Mardewi (2), K A M D Prayoga (3), Ni Kadek Sintya Pradnyani Putri (4)
(1) Food Technology and Agricultural Product, Faculty of Agriculture, Warmadewa University, Denpasar, Indonesia
(2) Animal Husbandry Study Program, Faculty of Agriculture, Warmadewa University, Denpasar, Indonesia
(3) Computer Engineering, Faculty of Planning Engineering, Warmadewa University, Denpasar, Indonesia
(4) Food Technology and Agricultural Product, Faculty of Agriculture, Warmadewa University, Denpasar, Indonesia
Fulltext View | Download
How to cite (AJARCDE) :
Suriati, L., Mardewi, N. K., Prayoga, K. A. M. D., & Putri , N. K. S. P. (2026). Digital Marketing and Effective Management to Expand the Processed Food Market for Micro, Small, and Medium Enterprises in Wanagiri Village, Bali. AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment), 10(3), 673–679. https://doi.org/10.29165/ajarcde.v10i3.1354
Citation Format :

Micro, Small, and Medium Enterprises (MSMEs) in Wanagiri Village, Bali, hold significant potential to strengthen the local economy through diverse processed food products. However, limited digital marketing adoption and uneven managerial capacities constrain their market reach and competitiveness. This study evaluates the impact of digital marketing and effective business management on market expansion among processed food MSMEs in Wanagiri. Utilizing a quantitative approach, data were gathered from 20 actively participating MSMEs via structured questionnaires and analyzed using multiple linear regression. The empirical results indicate that both digital marketing (p < 0.05) and effective management (p < 0.05) positively and significantly affect market expansion. While digital platforms broaden promotional reach and customer engagement, effective management ensures operational stability, quality control, and order fulfilment. The findings underscore that digital marketing achieves optimal results when paired with robust business governance, providing key strategic insights for rural MSME development.


Contribution to Sustainable Development Goals (SDGs):
SDG 8: Decent Work and Economic Growth
SDG 9: Industry, Innovation and Infrastructure

[1] Suriati L, Kaca N, Agung A, et al. Empowerment of Wanagiri Coffee Farmer Groups Through the Development of Marketing and Business Management Strategies with the Concept of Zero Waste to Support the Green Economy. 2026; 10: 0–5.

[2] Dewi S, Kesumayasa NPGS, Putra IWW, et al. Regional Leading Product Development Program of Wanagiri Taro Processing Group , Sukasada District , Buleleng Regency. 2023; 7: 5–8.

[3] Zia H, Murray H, Hofsommer M, et al. Comparing the impact of conventional and non-conventional processing technologies on water-soluble vitamins and color in strawberry nectar – a pilot scale study. Food Chem; 463. Epub ahead of print 2025. DOI: 10.1016/j.foodchem.2024.141078.

[4] Sukmadewi DKT, Udayana IGB, Agus Saputra IPA, et al. Viability of Aspergillus costaricaensis in a coffee husk carrier material and its effect on soil fertility and growth of coffee seedlings. J Degrad Min Lands Manag 2023; 10: 4823–4828.

[5] Amri K, As I, Arif M, et al. The role of women entrepreneurs to support food security and SDGs 2030 in the tourism sector through application training. 2025; 6: 37–49.

[6] Suriati L, Selamet IK, Ketut D, et al. Development of Innovative Taro-Based Product Management with Zero-Waste Concept to Increase the Independence of PKK Wanagiri. 7.

[7] Lwamba E, Shisler S, Ridlehoover W, et al. Strengthening women ’ s empowerment and gender equality in fragile contexts towards peaceful and inclusive societies?: A systematic review and meta ? analysis. Epub ahead of print 2022. DOI: 10.1002/cl2.1214.

[8] Wahyuni NM, Datrini LK, Goldina K, et al. Entrepreneurship and Business Management Social media agility , customer engagement , and organizational reputation. 2025; 4: 139–149.

[9] Selamet K, Ayu P, Laksmi S, et al. Increasing environmental awareness of entrepreneurs and digital-based marketing mechanisms for msme products. 2025; 32–37.

[10] Wonor AI, Chigbu G, Oghogho MY. Strengthening Food Security Through Digital Agriculture and Youth Empowerment in Nigeria. 2026; 08: 43–59.

[11] Abdillah MM, Airlangga U. Competitiveness of indonesian fishery products in the global market?: a literature review of determinants and improvement strategies. 2025; 3: 734–743.

[12] Sari RK, Sriwidadi T, Qanita A. SWOT analysis for developing competitive advantages for online food business via digital marketing. 2024; 8: 135–143.

[13] Wood B, Williams O, Nagarajan V, et al. Market strategies used by processed food manufacturers to increase and consolidate their power: a systematic review and document analysis. Global Health 2021; 17: 1–23.

[14] Bunmi A, Ibrahim B. Digital Strategies for Sustainable Agricultural Outreach?: A Model for Food Security Advocacy. 2025; 44: 104–113.

[15] Melovic B, Cirovic D, Dudic B, et al. The analysis of marketing factors influencing consumers’ preferences and acceptance of organic food products—recommendations for the optimization of the offer in a developing market. Foods 2020; 9: 1–25.

[16] Krisdianto D, Gulwani A, Rahman A, et al. The feasibility study analysis of food. 2023; 1: 29–41.

[17] Urroh D, Rianto BDAI, Iptanti HR. Sustainable development strategy for the agroindustry of the java ijen raung specialty arabica coffee ( Coffea arabica L .). 2025; 23: 9213–9234.

[18] Khaskheli MA, Nizamani MM, Tarafder E, et al. Sustainable Management of Major Fungal Phytopathogens in Sorghum ( Sorghum bicolor L .) for Food Security?: A Comprehensive Review. 2025; 1–44.

[19] Mihrete TB, Mihretu FB. Crop Diversification for Ensuring Sustainable Agriculture , Risk Management and Food Security. 2025; 2400267: 1–13.

[20] Bhusan S, Debashish D. Leveraging artificial intelligence and advanced food processing techniques for enhanced food safety , quality , and security?: a comprehensive review. Springer International Publishing. Epub ahead of print 2025. DOI: 10.1007/s42452-025-06472-w.

[21] Shahbazi F. Losses in Agricultural Produce?: Causes and Effects on Food Security. Epub ahead of print 2025. DOI: 10.1002/fes3.70086.

[22] Shan F. Management , Safety , and Efficacy Evaluation of Nutraceutical and Functional Food?: A Global Perspective. Epub ahead of print 2025. DOI: 10.1111/1541-4337.70222.

[23] Suriati L, Ketut N. Development of Packaging and Product Variations of Taro Chips at the Wanagiri Taro Processing Group. 2024; 24: 10–16.

[24] Made N, Suardani A, Firdaus A, et al. The Empowerment Program On The Use Of Efficient Technology Of Coffee Processing In Wanagiri Bali. 46–50.

[25] Mardewi NK, Suryati L, Sanjaya IGAMP, et al. Strategy for Providing Feed to Sami Mupu Goat Farmer Group in Wanagiri Village , Buleleng Regency , Denpasar , Bali. 2023; 7: 0–3.

Downloads

Download data is not yet available.