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Enhancing MSME Digital Marketing through Public-Private Partnerships with Fuzzy AHP

Aptisi Transactions on Technopreneurship (ATT) · Vol. 8 No. 1 (2026) · hlm. 325–338

DOI
10.34306/att.v8i1.667
ISSN
2656-8888, 2655-8807
Terbit
2026-02-18
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

Public Private Partnership (PPP) is a contractual arrangement between government and private institutions to share resources, tools, and expertise for delivering public services. In Indonesia, PPPs have been widely applied in infrastructure sectors, but little attention has been given to their role in supporting micro, small, and medium enterprises (MSMEs) in adopting digital marketing. This study aims to build a PPP institutional scenario for implementing digital marketing in MSMEs and to formulate a priority strategy for strengthening PPP-based digital marketing policy. A mixed-method approach was employed, combining scenario planning with the Fuzzy Analytical Hierarchy Process (FAHP). Data were collected from 17 experts through in-depth interviews and analyzed using scenario modeling and fuzzy weighting techniques. The findings indicate that developing institutional guidelines, establishing a task force, fostering commitment, and creating PPP patterns are key strategies to enhance MSMEs’ digital adoption. The results highlight the importance of government investment in digital infrastructure, training programs, and supportive regulations. This research provides practical contributions for policymakers in strengthening PPP-based digital ecosystems and academic contributions by advancing scenario-based decision-making for sustainable MSME development.

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  • IPB University
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  • Organisasi berbeda
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Rekan penulisOrganisasiArtikel bersama
Karlisa PriandanaIPB University3
Dominicus Savio PriyarsonoAfiliasi tidak diketahui2
Eko SusetyonoAfiliasi tidak diketahui2
Anggraini SukmawatiAfiliasi tidak diketahui2
Ujang SumarwanIPB University2
Ruth Johana AngelinaIPB University1
Aji HermawanIPB University1
Bambang Hadi PurnomoAfiliasi tidak diketahui1
Heru SukocoAfiliasi tidak diketahui1
Ivan YustiavandanaAfiliasi tidak diketahui1
Hermanto SiregarAfiliasi tidak diketahui1
Rini Dwiyani HadiwidjajaAfiliasi tidak diketahui1
Illah SailahAfiliasi tidak diketahui1
Lilik Noor YuliatiIPB University1
Elke AlexandrinaAfiliasi tidak diketahui1
Putri PuspitasariAfiliasi tidak diketahui1
Idqan FahmiAfiliasi tidak diketahui1
Hansen TandraAfiliasi tidak diketahui1
Adi HaryonoAfiliasi tidak diketahui1
Yeni HerdiyeniIPB University1
Iskandar Zulkarnaen SiregarIPB University1
Muhammad Rafi MuttaqinAfiliasi tidak diketahui1
Toto HaryantoAfiliasi tidak diketahui1
Muhammad Adib ZamzamAfiliasi tidak diketahui1
Cholid MawardiAfiliasi tidak diketahui1
Herianto HeriantoAfiliasi tidak diketahui1
Hidayat HidayatAfiliasi tidak diketahui1
Sri WahjuniIPB University1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Enhancing MSME Digital Marketing through Public-Private Partnerships with Fuzzy AHP</dc:title>
	<dc:creator xml:lang="en">Bahukeling, Trukan Sri</dc:creator>
	<dc:creator xml:lang="en"> Suroso, Arif Imam</dc:creator>
	<dc:creator xml:lang="en">Buono, Agus</dc:creator>
	<dc:creator xml:lang="en">Nurhayati, Popong</dc:creator>
	<dc:subject xml:lang="en">Digital Marketing</dc:subject>
	<dc:subject xml:lang="en">Fuzzy AHP</dc:subject>
	<dc:subject xml:lang="en">Public Private Partnership</dc:subject>
	<dc:subject xml:lang="en">MSME</dc:subject>
	<dc:subject xml:lang="en">Scenario Planing</dc:subject>
	<dc:description xml:lang="en">Public Private Partnership (PPP) is a contractual arrangement between government and private institutions to share resources, tools, and expertise for delivering public services. In Indonesia, PPPs have been widely applied in infrastructure sectors, but little attention has been given to their role in supporting micro, small, and medium enterprises (MSMEs) in adopting digital marketing. This study aims to build a PPP institutional scenario for implementing digital marketing in MSMEs and to formulate a priority strategy for strengthening PPP-based digital marketing policy. A mixed-method approach was employed, combining scenario planning with the Fuzzy Analytical Hierarchy Process (FAHP). Data were collected from 17 experts through in-depth interviews and analyzed using scenario modeling and fuzzy weighting techniques. The findings indicate that developing institutional guidelines, establishing a task force, fostering commitment, and creating PPP patterns are key strategies to enhance MSMEs’ digital adoption. The results highlight the importance of government investment in digital infrastructure, training programs, and supportive regulations. This research provides practical contributions for policymakers in strengthening PPP-based digital ecosystems and academic contributions by advancing scenario-based decision-making for sustainable MSME development.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-02-18</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://att.aptisi.or.id/index.php/att/article/view/667</dc:identifier>
	<dc:identifier>10.34306/att.v8i1.667</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 8 No. 1 (2026): March; 325-338</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 8 No 1 (2026): March; 325-338</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v8i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/667/450</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Trukan Sri Bahukeling, Arif Imam Suroso, Agus Buono, Popong Nurhayati</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>