Utilization of Mobile Applications for Digital Marketing of MSMEs: Challenges and Opportunities in Central Lampung

Muhammad Ferdiansyah; Lika Mariya; Widyastuti Widyastuti

doi:10.30591/jpit.v10i1.8202

Utilization of Mobile Applications for Digital Marketing of MSMEs: Challenges and Opportunities in Central Lampung

Muhammad Ferdiansyah, Lika Mariya, Widyastuti Widyastuti

Abstract

This study aims to identify and recommend the development of a digital marketing application for MSMEs in Central Lampung, with a focus on addressing operational challenges and limited market access. Using the Systems Development Life Cycle (SDLC) approach with the Waterfall method, this research examines the necessary features to improve operational efficiency, expand market reach, and support data-driven decision-making. The key features recommended include a digital product catalog, payment integration, customer notifications, order tracking, and an analytics dashboard. This application is expected to reduce reliance on costly traditional promotional methods, while enhancing product visibility and customer interaction. However, challenges such as low digital literacy and limited internet infrastructure in some areas remain barriers that must be addressed through training, infrastructure improvement, and incentive strategies. The study suggests further research to evaluate the long-term impact and the potential application of advanced technologies to support more personalized and effective marketing strategies for MSMEs.

Keywords

Digital Transformation, Waterfall Method, SDLC, MSMEs, Application Development

Full Text:

References

C. Drummond, T. O’Toole, and H. McGrath, “Digital engagement strategies and tactics in social media marketing,” Eur. J. Mark., vol. 54, no. 6, pp. 1247–1280, Jan. 2020, doi: 10.1108/EJM-02-2019-0183.

M. K. Peter, C. Kraft, and J. Lindeque, “Strategic action fields of digital transformation: An exploration of the strategic action fields of Swiss SMEs and large enterprises,” J. Strateg. Manag., vol. 13, no. 1, pp. 160–180, 2020, doi: 10.1108/JSMA-05-2019-0070.

V. Bellon-Maurel et al., “Digital revolution for the agroecological transition of food systems: A responsible research and innovation perspective,” Agric. Syst., vol. 203, no. October, 2022, doi: 10.1016/j.agsy.2022.103524.

B. Crisafulli, L. T. Quamina, and J. Singh, “Competence is power: How digital influencers impact buying decisions in B2B markets,” Ind. Mark. Manag., vol. 104, no. March 2021, pp. 384–399, 2022, doi: 10.1016/j.indmarman.2022.05.006.

T. Stuart and R. Satija, “Integrative single-cell analysis,” Nat. Rev. Genet., vol. 20, no. 5, pp. 257–272, 2019, doi: 10.1038/s41576-019-0093-7.

M. Zaenal Mutaqin, M. Edra Favian, and Ade Kurniawan, “Sistem Smart Home Pemantauan dan Pengendalian Suhu Ruangan Menggunakan Arduino ESP32 Berbasis Green Energy,” JUPITER J. Comput. Inf. Technol., vol. 5, no. 2, pp. 101–113, 2024, doi: 10.53990/jupiter.v5i2.355.

D. Ghosh, S. R. Chowdhury, and A. M, “The Influence of Economic Perception on the Adoption of App-based Financial Transactions: A Study Among the Young Population in India,” Glob. Bus. Rev., p. 09721509231197719, Nov. 2023, doi: 10.1177/09721509231197719.

M. Almashhadani, “Software maintenance practices using agile methods towards cloud environment: A systematic mapping,” J. Softw. Evol. Process, vol. 36, no. 11, 2024, doi: 10.1002/smr.2698.

L. Rudihartati, M. Fediansyah, and T. Rahman, “Inklusi Digital dan Pemberdayaan UMKM Lampung Tengah : Meningkatkan Daya Saing Usaha Mikro , Kecil , dan Menengah di Era Digital Abstrak Jurnal Pengabdian Nasional ( JPN ) Indonesia,” vol. 6, no. 1, pp. 64–72, 2025.

S. E. Barykin et al., “Digital echelons and interfaces within value chains: End-to-end marketing and logistics integration,” Sustain., vol. 13, no. 24, pp. 1–18, 2021, doi: 10.3390/su132413929.

V. V Fireteanu, “Agile Methodology Advantages when delivering Internet of Things projects,” Proc. 12th Int. Conf. Electron. Comput. Artif. Intell. ECAI 2020, 2020, doi: 10.1109/ECAI50035.2020.9223172.

P. Nayal and N. Pandey, “Digital coupon redemption: Conceptualization, scale development and validation,” Australas. J. Inf. Syst., vol. 24, no. 2005, pp. 1–23, 2020, doi: 10.3127/ajis.v24i0.2469.

L. Anatan and Nur, “Micro, Small, and Medium Enterprises’ Readiness for Digital Transformation in Indonesia,” Economies, vol. 11, no. 6, 2023, doi: 10.3390/economies11060156.

M. Ferdiansyah and S. Andriasari, “Rancang Bangun Sistem Informasi Mading Digital Berbasis Web Pada Smk Banii Saalim Bandar Lampung,” J. Indones. Manaj. Inform. dan Komun., vol. 4, no. 1, pp. 173–181, 2023, doi: 10.35870/jimik.v4i1.152.

C. Shorten and T. M. Khoshgoftaar, “A survey on Image Data Augmentation for Deep Learning,” J. Big Data, vol. 6, no. 1, 2019, doi: 10.1186/s40537-019-0197-0.

S. Campbell et al., “Purposive sampling: complex or simple? Research case examples,” J. Res. Nurs., vol. 25, no. 8, pp. 652–661, Jun. 2020, doi: 10.1177/1744987120927206.

G. Yilmaz, L. Salter, D. McFarlane, and B. Schönfuß, “Low-cost (Shoestring) digital solution areas for enabling digitalisation in construction SMEs,” Comput. Ind., vol. 150, no. April, 2023, doi: 10.1016/j.compind.2023.103941.

M. Hänninen and A. Smedlund, “Same Old Song with a Different Melody: The Paradox of Market Reach and Financial Performance on Digital Platforms,” J. Manag. Stud., vol. 58, no. 7, pp. 1832–1868, 2021, doi: 10.1111/joms.12701.

DOI: https://doi.org/10.30591/jpit.v10i1.8202