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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 · 177 co-authorship links · 13 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.

  • Hasanuddin University
  • National Research and Innovation Agency
  • Sekolah Tinggi Ilmu Ekonomi Amkop Makassar
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Benny Audy Jaya GosariHasanuddin University19
Aris BasoHasanuddin University15
Andi AmriHasanuddin University10
Hamzah TahangHasanuddin University9
Muh. Chasyim HasaniHasanuddin University9
Sitti FakhriyyahHasanuddin University9
Andi Adri AriefHasanuddin University7
Sutinah MadeHasanuddin University7
Abd. WahidHasanuddin University6
Iman SudrajatNational Research and Innovation Agency5
Mardiana Ethrawaty FachryHasanuddin University4
Muhammad Dalvi MustafaHasanuddin University4
Kasri KasriHasanuddin University3
Suwarni SuwarniHasanuddin University3
Abdul WahidHasanuddin University3
M. Chasyim HasaniAffiliation unknown2
Djumran YusufSekolah Tinggi Ilmu Ekonomi Amkop Makassar2
Juwarsi Auliya SalsabilahHasanuddin University2
Abdul WahidHasanuddin University2
Asnia AstutiAffiliation unknown1
Haryati HaryatiHasanuddin University1
Hasni Yulianti AzisHasanuddin University1
Asiyanthi Tabran LandoHasanuddin University1
Anugerah SaputraHasanuddin University1
Nisfah Ainun MardiyahHasanuddin University1
Asrul Rahadi RamlanHasanuddin University1
Nurdiana NurdianaHasanuddin University1
Kadek MudiyanaHasanuddin University1
Syuhardiman BahtiarHasanuddin University1
Fedri Dwiyanto MarasinHasanuddin University1
A. Fitri TasmaraHasanuddin University1
Nur HidayatHasanuddin University1

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 8 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>
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	<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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