documentation, and prior empirical studies, then analyzed through content analysis and triangulation with the

Penta Helix model involving government, academia, businesses, communities, and media. Findings reveal that

digital marketing, particularly through social media platforms, websites, and online marketplaces, significantly

increases visibility, consumer engagement, and sales. Moreover, the synergy of city branding and tourism

destination promotion provides broader platforms for MSMEs to strengthen their identity and expand markets.

However, adoption remains uneven due to infrastructure and skills gaps. The study concludes that collaborative,

innovative, and technology-driven strategies are essential for empowering MSMEs, preserving local culture, and

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the Indonesian economy. This sector has

(Saputri & Mawardi, 2022).

Digital marketing enables MSMEs to reach a wider market, build brands, and increase sales effectively and

efficiently (Saputri & Mawardi, 2022). The right digital marketing strategy, utilizing social media platforms,

websites, and marketplaces, can help MSMEs become better known to the wider community (Saputri &

Mawardi, 2022). In addition to digital marketing, city branding and tourism destination development also have

significant potential to increase the competitiveness of MSMEs, particularly in eastern Indonesia. City branding

is a strategic effort to build a positive image of a city as an attractive place to visit, live, and invest. With strong

city branding, MSMEs can leverage a city's popularity and attractiveness to promote their products and services.

Sustainable tourism destination development can also create opportunities for MSMEs to provide products and

services relevant to tourists, such as local cuisine, handicrafts, and accommodations (Nasrullohe et al., 2023).

implementation is the promotion of culinary tourism in Peneleh Village, Surabaya (Brilliantia et al., 2022). Using

the AISAS (Attention, Interest, Search, Action, Share) approach and word-of-mouth, Peneleh Culinary Tourism

successfully increased traffic and awareness among culinary tourism enthusiasts both in Surabaya and outside

the city (Brilliantia et al., 2022). This demonstrates that the right digital marketing strategy can have a positive

impact on the development of MSMEs in the tourism sector. Furthermore, strengthening the creative economy

can also be achieved through the identification of the penta helix, which involves collaboration between

government, academics, businesses, communities, and the media (Sutrisno & Anitasari, 2020). With synergy

between stakeholders, the creative economy potential in a region can be optimized and benefit local MSMEs

(Sutrisno & Anitasari, 2020). The government can create regulations and facilitate collaboration, while

communities and businesses can become the driving force of the economy (Sutrisno & Anitasari, 2020).

weaving MSMEs successfully increased sales and strengthened their business strategies.(Susanto et al., 2022).

This shows that a participatory and collaborative approach can have a positive impact on the development of

MSMEs in the crafts sector. Furthermore, a preliminary study on efforts to increase museum visits through social

media marketing shows that museums in Yogyakarta have extensively promoted their activities through social

media (Cornelia & Hermawan, 2020). However, various challenges remain in developing social media in

museums, such as the museum's limited ability to innovate and the underlying regulations (Cornelia &

Hermawan, 2020).

contributing significantly to employment, income distribution, and local economic resilience. Despite their vital

demonstrating greater adaptability compared to those in remote and mountainous areas such as Wamena.

Another critical issue lies in the underutilization of city branding and tourism destination development as

leverage for MSME growth. Although Eastern Indonesia possesses abundant tourism potential, ranging from

natural landscapes to cultural heritage, these assets have yet to be fully integrated into MSME marketing

strategies. As a result, many businesses miss opportunities to align their products and services with local tourism

campaigns that could enhance visibility and appeal. Additionally, fragmented stakeholder collaboration further

hinders progress, as government, communities, and private sectors often lack coordinated efforts to build

sustainable ecosystems for MSME empowerment. Without identifying integrated strategies that combine digital

marketing, city branding, and tourism development, MSMEs risk being marginalized in the face of both national

and global competition.

resource constraints and propose collaborative, practical solutions involving government, communities, and

business stakeholders to support sustainable MSME empowerment.

The significance of this study lies in its potential contributions at the theoretical, practical, and policy-making

levels. From a theoretical standpoint, the research adds to the growing body of knowledge on digital marketing,

city branding, and tourism destination development by providing a contextual analysis of their interrelationships

in Eastern Indonesia, a region often overlooked in mainstream scholarship. It offers new insights into how digital

strategies can be adapted to environments with infrastructural and human capital constraints, thereby enriching

discourse on MSME empowerment in emerging economies. On a practical level, the findings will serve as a

valuable guide for MSME owners and entrepreneurs, offering concrete strategies to harness digital tools for

socio-economic importance by highlighting the role of MSMEs in driving inclusive growth, reducing

demonstrating the transformative potential of integrated digital marketing and city branding strategies, the study

aspires to serve as a model for similar contexts across Indonesia and other developing nations.

In addition, this research is expected to provide inspiration for further research in relevant fields. A survey

conducted by Tauryawati et al. (2023) showed that positive responses from the local community and students to

MSME products, such as Mili Milk, can be increased through effective social media management and online

advertising. This demonstrates that understanding the target market and appropriate marketing strategies are

crucial for the success of MSME businesses (Tauryawati et al., 2023).

preparing graduates to become job creators, not just job seekers (Yonaldi, 2018). Developing a strong

entrepreneurial character is also crucial in facing increasingly fierce economic competition. The competitiveness

of MSMEs can be improved through various strategies, one of which is the adoption of digital technology in

business management (Saputri & Mawardi, 2022). Digital marketing, particularly through social media

platforms, enables MSMEs to reach a wider market and increase product visibility (Saputri & Mawardi, 2022).

Training and mentoring in digital marketing are essential for MSMEs to optimize their use of technology. The

importance of MSMEs is also related to their ability to absorb labor and make a significant contribution to Gross

Domestic Product (GDP). Strengthening MSMEs can be achieved through various approaches, including

increasing access to financing, management training, and marketing support. The involvement of various parties,

including the government, academics, and the private sector, is crucial in empowering MSMEs. In the context

services. Increasing MSME competitiveness can also be achieved through the development of unique, value-

added products and adaptation to changing market trends. Support for MSMEs must also consider the specific

search engine optimization (SEO), and online advertising.

media platforms for tourism promotion can increase the visibility of tourist destinations and attract tourists.

Engaging and interactive content, along with comprehensive and accurate information, can increase the

effectiveness of social media promotions.

branding can attract investment, tourists, and skilled labour. City branding strategies include developing a visual

identity, promoting culture and history, and improving the quality of infrastructure and public services. Tourist

destinations are a crucial element of city branding. Attractive and unique destinations can be a major draw for

tourists. Destination development includes improving the quality of tourist attractions, providing adequate

facilities, and effective promotion. The development of halal tourism is also a growing trend (Nasrulloh et al.,

tourism sector can improve service quality and create jobs. Empowering local communities is also crucial to

ensure that the benefits of tourism are shared equally. Digital marketing can be a solution to address limited

Viral marketing and tourist motivation have a positive influence on interest in visiting tourist destinations in

Bima (Ernawati, 2020). Tourism development in Bima can increase community income and stimulate regional

Tauryawati et al. (2023) examined the empowerment of the Milli Milk MSME through appropriate marketing

strategies and target markets. This study showed that product marketing is a major challenge faced by MSMEs.

Mumtaz and Karmilah (2022) examined tourism digitalization in rural tourism. This study demonstrated that

tourism digitalization can increase community income and stimulate regional economic growth. These studies

marketplace registration for sales expansion. The analysis also incorporated how city branding and destination

identity such as culinary tourism in Peneleh or cultural promotion in Bima were integrated into MSME strategies

website visitors, social media engagement rates, and sales conversion rates. This data helps MSMEs understand

what's working and what's not, allowing them to optimize their marketing strategies and increase their return on

investment (ROI). By effectively leveraging digital marketing, MSMEs can improve operational efficiency,

reduce marketing costs, and increase revenue. This allows them to compete with larger companies and strengthen

their market position.

their products to a wider audience. MSMEs can leverage city branding and tourism destinations in their digital

marketing strategies by associating their brands with the identity and values of their city or region. For example,

MSMEs selling local handicrafts can highlight that their products are made with natural ingredients sourced

from the region, or that their products reflect local culture and traditions. In this way, MSMEs can attract

consumers seeking unique and authentic products.

traffic and awareness among culinary tourism enthusiasts, both within and outside the city (Brilliantia et al.,

2022).

Factors Influencing the Success of Digital Marketing Strategy Implementation Several factors influence the

successful implementation of digital marketing strategies by MSMEs. First, management commitment and

support are crucial. Without strong commitment from management, it is difficult to allocate the necessary

resources and implement necessary changes within the organization. Second, adequate digital skills and

knowledge are also crucial. MSMEs need to have staff trained in digital marketing, or they need to collaborate

with third parties who possess such expertise. Ongoing training and mentoring are also necessary to ensure that

MSME staff stay up-to-date with the latest trends and technologies. Third, a clear and well-defined strategy is

crucial. MSMEs need to have a clear understanding of their target market, their marketing objectives, and how

that assisting MSME management through digital marketing can increase the competitiveness of MSMEs in

Batu City. This study emphasizes the importance of adopting appropriate technology and marketing strategies

to increase MSME visibility and market reach. Yonaldi (2018) also emphasizes the importance of

entrepreneurship and MSMEs in the digital era. This study highlights that technology can streamline distribution

and marketing channels, making businesses more effective and efficient. This aligns with the findings of this

study, which show that digital marketing can help MSMEs reach consumers beyond their geographic areas and

improve operational efficiency.

Sutrisno and Anitasari (2020) highlight the importance of collaboration between stakeholders in developing the

creative economy in Bojonegoro Regency. This study emphasizes the need for government, communities, and

businesses to work together to create an ecosystem that supports MSME growth. This is in line with the findings

Research by Kusuma and Sugandi (2019) on the use of Instagram as a digital marketing communication medium

by Dino Donuts shows that social media can be an effective tool for increasing brand visibility and sales. This

is in line with the findings of this study, which show that MSMEs can utilize social media platforms to interact

directly with consumers, get feedback, and build long-term relationships. Tauryawati et al. (2023) examined the

empowerment of MSMEs through appropriate marketing strategies. This study shows that surveys and social

media management can improve MSME interaction and product image. This is in line with the findings of this

study, which emphasizes the importance of a clear and well-defined strategy in implementing digital marketing.

This study aims to analyze effective digital marketing strategies for increasing the competitiveness of Micro,

include the use of social media, websites, and marketplaces, enable MSMEs to reach a wider audience, both

locally and nationally (Saputri & Mawardi, 2022). This is crucial considering that many MSMEs in eastern

Indonesia still face limitations in market access and traditional marketing resources. For example, the use of

social media platforms such as Instagram and TikTok allows MSMEs to showcase their products and services

in a visually appealing way and interact directly with potential consumers (Tauryawati et al., 2023).

Second, city branding and tourism destination development play a crucial role in supporting the growth of

MSMEs in eastern Indonesia. By promoting a region's unique identity and tourist attractions, MSMEs can tap

into greater market potential and increase the selling value of their products. The integration of digital marketing

strategies and tourism destination promotions creates a strong synergy, where MSMEs can leverage the

popularity of tourist destinations to increase brand awareness and sales (Susanto et al., 2022). For example,

Third, collaboration between various stakeholders, including the government, academics, business actors,

communities, and the media, is a key factor in the successful implementation of digital marketing strategies for

Interest, Search, Action, Share) and Word-of-Mouth (WOM) approaches can also be optimized in content

strategies (Brilliantia et al., 2022).

Sixth, research shows that developing halal tourism on the Madura coast requires support from various parties,

including Islamic banking, to provide infrastructure, accessibility, environmental preservation, and supporting

facilities (Nasrulloh et al., 2023). This suggests that developing sustainable and inclusive tourism destinations

requires a holistic approach involving various sectors and stakeholders. Islamic financing models such as

Seventh, marketing management of educational services in the digital era requires identifying problems, needs,

and potential of the community (Sugeng, 2022). Market segmentation, targeting, and positioning of educational

service products are also important (Sugeng, 2022). Marketing of educational services can be carried out with

Overall, this study provides empirical evidence on the effectiveness of digital marketing strategies in increasing

the competitiveness of MSMEs in eastern Indonesia by strengthening city branding and developing tourist

destinations. The results are expected to serve as a guide for MSMEs. local governments and other stakeholders

in developing more effective and sustainable marketing strategies.

1. Based on the conclusions that have been drawn, here are some suggestions that can be considered to

increase the effectiveness of implementing digital marketing strategies for MSMEs in eastern Indonesia: