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Digital Marketing to Increase Sales of Fishery Products for MSMEs in Biringkanaya District

PONGGAWA : Journal of Fisheries Socio-Economic · Vol. UME No. MOR (2026) · pp. 22–32

DOI
10.35911/ponggawa.v6i1.49923
ISSN
2775-7196
Published
2026-05-30
Publisher
Program Studi Sosial Ekonomi Perikanan, Fakultas Ilmu Kelautan dan Perikanan, Universitas Hasanuddin
Language
en

Abstract

Digital marketing has proven to be an effective solution for boosting sales of fishery products by MSMEs in Biringkanaya District, Makassar City. This study aims to analyze the implementation of digital marketing strategies by MSMEs, measure their impact on sales growth, and identify the factors influencing their implementation. This study employs a quantitative descriptive method, involving 11 MSMEs operators with data collected through questionnaires, in-depth interviews, and observations. Data analysis utilized multiple linear regression to test the significance of digital marketing’s role. The results indicate that 82% of MSMEs have adopted digital marketing, with some businesses experiencing a significant revenue increase of up to 860%. However, challenges such as a lack of technical training and internet infrastructure remain barriers. The results of the partial T-test indicate that sales effectiveness (X2) and marketing techniques (X4) have a significant impact on digital marketing, while the other four variables do not. This confirms that the success of digital marketing is more influenced by marketing strategies than by the educational background or age of the business owners. These findings highlight the importance of ongoing training, mentoring, and infrastructure improvements to support the digital transformation of MSMEs. This study makes a strategic contribution to supporting the development of digital marketing to enhance the competitiveness of MSMEs in the fisheries sector.

Keywords

Collaboration network of the authors

40 authors · 166 co-authorship links · 3 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Muhammadiyah Prof Dr Hamka
  • Institut Teknologi dan Sains Mandala
  • Universitas Balikpapan
  • Universitas Halu Oleo
  • Institut Agama Islam Negeri Kendari
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
M. Chasyim HasaniAffiliation unknown21
Hamzah TahangAffiliation unknown18
Andi AmriUniversitas Muhammadiyah Prof Dr Hamka11
Andi Adri AriefAffiliation unknown8
Muhammad Dalvi MustafaAffiliation unknown7
Kasri KasriAffiliation unknown6
Abdul WahidInstitut Teknologi dan Sains Mandala6
Abd. WahidAffiliation unknown6
Mardiana E. FachryAffiliation unknown5
Juwarsi Auliya SalsabilahAffiliation unknown4
Nurdiana NurdianaAffiliation unknown4
Fedri Dwiyanto MarasinAffiliation unknown3
Agussalim Al Fath AgussalimAffiliation unknown3
Ardillawati TajufriAffiliation unknown3
Firman FirmanUniversitas Balikpapan3
A. Fitri TasmaraAffiliation unknown2
Djumran YusufAffiliation unknown2
Nur HidayatAffiliation unknown2
Andi Adrian Dwi Nugraha RianAffiliation unknown2
Asnia AstutiAffiliation unknown1
Harapin HafidUniversitas Halu Oleo1
Wahyuni SyuhadaAffiliation unknown1
Haryati HaryatiInstitut Agama Islam Negeri Kendari1
Hasni Yulianti AzisAffiliation unknown1
Asiyanthi Tabran LandoAffiliation unknown1
Anugerah SaputraAffiliation unknown1
Nisfah Ainun MardiyahAffiliation unknown1
Andi IshakAffiliation unknown1
Asrul Rahadi RamlanAffiliation unknown1
Kadek MudiyanaAffiliation unknown1
Syuhardiman BahtiarAffiliation unknown1
Yerwin Toga SambolangiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/ponggawa/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Digital Marketing to Increase Sales of Fishery Products for MSMEs in Biringkanaya District</dc:title>
	<dc:creator xml:lang="en">Ramadhan, Muh Rifkhi</dc:creator>
	<dc:creator xml:lang="en">Adhawati, Sri Suro</dc:creator>
	<dc:creator xml:lang="en">Amiluddin, Amiluddin</dc:creator>
	<dc:creator xml:lang="en">Cangara, Arie Syahruni</dc:creator>
	<dc:creator xml:lang="en">Fakhriyyah, Sitti</dc:creator>
	<dc:creator xml:lang="en">Made, Sutinah</dc:creator>
	<dc:creator xml:lang="en">Baso, Aris</dc:creator>
	<dc:creator xml:lang="en">Gosari, Benny Audy Jaya</dc:creator>
	<dc:subject xml:lang="en">Digital marketing</dc:subject>
	<dc:subject xml:lang="en">MSMEs</dc:subject>
	<dc:subject xml:lang="en">sales</dc:subject>
	<dc:subject xml:lang="en">revenue</dc:subject>
	<dc:description xml:lang="en">Digital marketing has proven to be an effective solution for boosting sales of fishery products by MSMEs in Biringkanaya District, Makassar City. This study aims to analyze the implementation of digital marketing strategies by MSMEs, measure their impact on sales growth, and identify the factors influencing their implementation. This study employs a quantitative descriptive method, involving 11 MSMEs operators with data collected through questionnaires, in-depth interviews, and observations. Data analysis utilized multiple linear regression to test the significance of digital marketing’s role. The results indicate that 82% of MSMEs have adopted digital marketing, with some businesses experiencing a significant revenue increase of up to 860%. However, challenges such as a lack of technical training and internet infrastructure remain barriers. The results of the partial T-test indicate that sales effectiveness (X2) and marketing techniques (X4) have a significant impact on digital marketing, while the other four variables do not. This confirms that the success of digital marketing is more influenced by marketing strategies than by the educational background or age of the business owners. These findings highlight the importance of ongoing training, mentoring, and infrastructure improvements to support the digital transformation of MSMEs. This study makes a strategic contribution to supporting the development of digital marketing to enhance the competitiveness of MSMEs in the fisheries sector.</dc:description>
	<dc:publisher xml:lang="en">Program Studi Sosial Ekonomi Perikanan, Fakultas Ilmu Kelautan dan Perikanan, Universitas Hasanuddin </dc:publisher>
	<dc:date>2026-05-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/ponggawa/article/view/49923</dc:identifier>
	<dc:identifier>10.35911/ponggawa.v6i1.49923</dc:identifier>
	<dc:source xml:lang="en">PONGGAWA : Journal of Fisheries Socio-Economic; VOLUME 6, NOMOR 1, MAY 2026; 22-32</dc:source>
	<dc:source>2775-7196</dc:source>
	<dc:source>10.35911/ponggawa.v6i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/ponggawa/article/view/49923/14487</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 PONGGAWA : Journal of Fisheries Socio-Economic</dc:rights>
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