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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) · pp. 325–338

DOI
10.34306/att.v8i1.667
ISSN
2656-8888, 2655-8807
Published
2026-02-18
Publisher
Pandawan
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

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.

Keywords

Collaboration network of the authors

34 authors · 61 co-authorship links · 7 across different organisations

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

  • IPB University
  • Universitas Muhammadiyah Parepare
  • Universitas Kristen Wira Wacana Sumba
  • Pakuan University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Dominicus Savio PriyarsonoAffiliation unknown2
Eko SusetyonoAffiliation unknown2
Anggraini SukmawatiAffiliation unknown2
Ujang SumarwanIPB University2
IrmansyahAffiliation unknown1
Dhany Nugraha RamdhanyAffiliation unknown1
Aziz KustiyoAffiliation unknown1
Ekowati HandharyaniIPB University1
Mustakim MustakimUniversitas Muhammadiyah Parepare1
Irman HermadiIPB University1
Arini Aha PekuwaliUniversitas Kristen Wira Wacana Sumba1
Wisnu Ananta KusumaIPB University1
Siti RaehanIPB University1
Medria Kusuma Dewi HardhienataAffiliation unknown1
Sri NurdiatiIPB University1
Fajar Delli WihartikoPakuan University1
Edi SantosaIPB University1
Ruth Johana AngelinaIPB University1
Aji HermawanIPB University1
Bambang Hadi PurnomoAffiliation unknown1
Heru SukocoAffiliation unknown1
Ivan YustiavandanaAffiliation unknown1
Mushthofa MushthofaIPB University1
Jemsri Stenli BatlajeryAffiliation unknown1
Hermanto SiregarAffiliation unknown1
Rini Dwiyani HadiwidjajaAffiliation unknown1
Illah SailahAffiliation unknown1
Lilik Noor YuliatiIPB University1
Elke AlexandrinaAffiliation unknown1
Putri PuspitasariAffiliation 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://att.aptisi.or.id/index.php/att/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.
Original metadata (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>
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	<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>
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