Digitalization for Traditional Cakes from Small and Medium Enterprises by Malay Jambi Women

Refnida Refnida(1), Siti Syuhada(2), Fachruddiansyah Muslim(3), Mayasari Mayasari(4),

DOI: https://doi.org/10.46843/jpm.v4i4.445


(1) Universitas Jambi, Indonesia
(2) Universitas Jambi, Indonesia
(3) Universitas Jambi, Indonesia
(4) Universitas Jambi, Indonesia

Abstract

This study examines the role of digitalization in enhancing the competitiveness of traditional cakes produced by small and medium enterprises (SMEs) owned and managed by Malay Jambi women, as part of the creative economy. The objective is to examine how social media platforms and user-friendly design tools contribute to enhancing product innovation, marketing, and business sustainability. Employing a Design-Based Research (DBR) approach with mixed methods, the study involved 30 female entrepreneurs engaged in traditional cake businesses in Jambi. Data were collected through observations, interviews, and surveys, followed by quantitative analysis using t-tests. The results indicate that digitalization, particularly the use of Instagram for promotion and Canva for packaging design, significantly improves product visibility, consumer appeal, and market access. Innovations in packaging and presentation strengthen customer engagement and increase sales. The findings conclude that digital-based product development empowers women entrepreneurs to overcome market limitations and contributes to local economic resilience. This research contributes by providing a new empirical model for integrating cultural heritage with digital transformation. Theoretically, the study expands our understanding of how digitalization can function not only as a business strategy but also as a catalyst for women's empowerment and the development of a sustainable creative economy within local socio-cultural contexts.

Keywords

creative economy; digitalization; smes; women entrepreneurs

Full Text:

PDF

References

Afifah, L., & Yulianti, E. (2022). Digital Marketing dan Peningkatan Produktivitas UMKM. Jurnal Pemberdayaan Masyarakat, 15(2), 128-135.

Ananda, T., & Indriani, R. (2023). Operational Efficiency in Traditional Cake SMEs: The Role of Digital Technology Adoption. Jurnal Teknologi dan Manajemen, 14(3), 75-90.

Andriani, T., & Susanto, F. (2022). Personalisasi dalam Layanan Pelanggan untuk Meningkatkan Loyalitas pada UMKM. Jurnal Manajemen dan Pemasaran, 14(1), 45-58.

Aswad, A. (2020). Family Economic Empowerment Through Traditional Cake Snack Business in South Sulawesi, Indonesia. The International Journal of Business & Management, 8(9).

Bullough, A., De Luque, M. S., Abdelzaher, D., & Heim, W. (2015). Developing Women Leaders Through Entrepreneurship Education and Training. Academy of Management Perspectives, 29(2), 250-270.

Dachyar, M., & Banjarnahor, L. (2017). Factors Influencing Purchase Intention Towards Consumer-to-Consumer E-Commerce. Intangible Capital, 13(5), 946-966.

Dewi, E., & Berlianti, B. (2018). Peningkatan Produktivitas UMKM Produk Kue Jajanan Pasar di Desa Marindal II Kecamatan Patumbak Kabupaten Deli Serdang. Abdimas Talenta, 3(2).

Dewi, A., & Farhan, M. (2023). Umpan Balik Konsumen dalam Proses Desain Produk Kue Tradisional. Jurnal Inovasi Produk dan Pemasaran, 8(1), 32-44.

Dewi, M., & Wardana, S. (2022). Inovasi Berkelanjutan dan Teknologi dalam Pengembangan UMKM Tradisional. Jurnal Bisnis dan Teknologi, 13(2), 92-101.

Fatkhurahman, F., Hadiyati, H., & Suroto, B. (2020, April). Creativity and Opportunity on Traditional Food Products: Business Quality in Competitive Environment. Dalam IOP Conference Series: Earth and Environmental Science (Vol. 469, No. 1, hlm. 012066). IOP Publishing.

Fitri, L., & Saputra, R. (2020). Peran Digitalisasi dalam Penyesuaian Produk UMKM dengan Preferensi Konsumen Modern. Jurnal Pemasaran Digital, 11(3), 102-115.

Fitriani, D., & Yusuf, A. (2022). Tantangan Akses Modal bagi Wirausaha Perempuan di Sektor UMKM. Jurnal Kewirausahaan dan Ekonomi Kreatif, 9(3), 77-89.

Fitriani, S., & Nugroho, P. (2023). Pengaruh E-Commerce Terhadap Efisiensi Biaya Operasional pada UMKM. Jurnal Manajemen Bisnis, 15(1), 101-115.

Halim, A., & Syahrial, M. (2022). Pengaruh Infrastruktur Digital terhadap Akses Pasar pada UMKM di Daerah Pedesaan. Jurnal Ekonomi dan Pembangunan, 15(1), 34-47.

Harjadi, D. W., & Hidayanto, A. N. (2018). Exploring Factors Affecting the Intention to Use Social Commerce for Online Shopping. International Journal of Technology, 9(6), 1256-1265.

Hapsari, E. (2020). Media Sosial sebagai Alat Promosi UMKM di Era Digital. Jurnal Teknologi Informasi dan Komunikasi, 12(1), 110-118.

Hendrawan, Y., & Lestari, N. (2023). Inovasi Produk pada UMKM Perempuan: Studi Kasus di Jambi. Jurnal Manajemen Inovasi, 8(1), 25-39.

Hidayah, U., & Nugraha, A. (2023). Peran Media Sosial dalam Pemasaran UMKM Kue Tradisional: Studi Kasus di Jambi. Jurnal Ekonomi dan Bisnis, 14(1), 45-59.

Hidayati, L., & Santoso, B. (2023). Product Innovation in Traditional Food Enterprises Through Digital Tools: A Study on Jambi Malay Women Entrepreneurs. Jurnal Inovasi dan Kewirausahaan, 8(4), 45-60.

Kadir, R., Fiddah, A. I., & Amraeni, A. (2023). Analysis of Entrepreneurship Training in Improving Entrepreneurial Skills in Women's Empowerment Business Groups in Makassar City. Indonesian Journal of Business and Entrepreneurship Research, 1(2), 92-99.

Luis, C. Y., Purnama, W., Nicholas, H., Jonathan, V., Maruli, A. V., Wartono, A. Z., & Hasudungan, A. (2020). Empowering Business Process Improvement of Kue Basah Ny. Anong in Cianjur, West Java. Journal of Sustainable Community Development, 2(2).

Mafiroh, R., Junaedi, M., Wahyuni, S., & Alam, M. N. B. (2023). Revitalizing Rural Wealth: Uncovering the Potential of Local Resources Through Coffee Cake and Jackfruit Cake Innovations for Sustainable Community Development. Indonesian Journal of Cultural and Community Development, 15(1).

Magdalena, H., & Ellyani, W. (2017). Strategi Memanfaatkan E-Commerce dalam Memasarkan Makanan Khas Bangka (Studi Kasus: Aneka Citra Snack). Cogito Smart Journal, 3(2), 286-298.

Maghfiroh, F. M. S., Natalina, S. A., & Efendi, R. (2023). Transformasi Ekonomi Digital: Connection Integration E-Commerce dan S-Commerce dalam Upaya Perkembangan Ekonomi Berkelanjutan. Proceedings of Islamic Economics, Business, and Philanthropy, 2(1), 1-10.

Margaret, P. M. (2021). Mengembangkan Strategi Pemasaran UMKM Jajanan Pasar Dalam Upaya Meningkatkan Penjualan Di Masa PPKM. Seminar Nasional Patriot Mengabdi I Lembaga Penelitian dan Pengabdian Universitas 17 Agustus 1945 Surabaya.

Martínez-Monzó, J., García-Segovia, P., & Albors-Garrigos, J. (2013). Trends and Innovations in Bread, Bakery, and Pastry. Journal of Culinary Science & Technology, 11(1), 56–65.

McKenney, S., & Reeves, T. C. (2006). Conducting Educational Design Research. Routledge.

Misran, N. N., Sharif, M. S. M., Saad, M., Karim, S. A., & Ramly, A. S. (2021). Family Traditional Bakery Business Sustainability: An Analysis on Its Contributing Success Factors. International Journal of Academic Research in Business and Social Sciences, 11(9), 244–260.

Muazza, M., Mayasari, M., & Syuhada, S. (2024). Model Product Innovation and E-Commerce Portal in Management of Batik Craftsman MSMEs Based Industrial Sustainability. Journal of Economics, Finance and Management Studies, 7(1).

Mustika, D., & Rahmawati, S. (2021). Strategi Digitalisasi dalam UMKM Berbasis Tradisional: Studi Kasus pada Kue Tradisional. Jurnal Ekonomi Kreatif dan Inovasi, 10(3), 45-57.

Nicholson L. (2020). Creative Digital Marketing Strategies for The Retail Sector That Really Work.

Ningsih, E., & Hadi, P. (2023). Empowerment of Women Entrepreneurs in Jambi: Economic and Social Impacts of Digitalization. Jurnal Gender dan Pemberdayaan, 9(2), 88-104.

Pratama, A., & Indah, R. (2023). Utilizing Canva for Small Business: Enhancing Product Presentation Through Graphic Design. Jurnal Teknologi dan Kewirausahaan, 9(3), 112-125.

Pratiwi, R., & Rahman, A. (2023). Market Access Improvement Through Digitalization in Small and Medium Enterprises: Case Study of Traditional Cake UMKM in Jambi. Jurnal Pemasaran dan Bisnis, 12(2), 101-114.

Prasetyo, F., & Budi, S. (2023). Sustainable Economic Empowerment of Women: The Impact of Digitalization in Jambi. Jurnal Pembangunan Sosial, 10(1), 34-50.

Purnamawati, I. G. A., & Nugraha, I. G. B. B. (2021). Perception on Usability and Risk of E-Busines Platform for Women Managed Small and Medium Weaving Enterprises. International Journal of SocialScience and Business, 5(4).

Putri, A., & Arifin, Z. (2022). Adaptasi Inovasi Produk Makanan Tradisional terhadap Tren Konsumsi Sehat di Kalangan Konsumen Modern. Jurnal Ekonomi Kreatif dan Inovasi, 10(1), 45-58.

Putri, D., & Santoso, F. (2022). Media Sosial Sebagai Alat Promosi Efektif untuk Meningkatkan Jangkauan UMKM. Jurnal Komunikasi Digital, 11(2), 56-70.

Putri, N., & Amelia, R. (2023). Peran Digitalisasi dalam Menguatkan Ekonomi Kreatif Berbasis Budaya pada Perempuan Wirausaha. Jurnal Ekonomi dan Sosial Budaya, 20(1), 85-95.

Rahmawati, D., & Aditya, H. (2023). Pentingnya Responsivitas dalam Menanggapi Keluhan Pelanggan untuk UMKM di Era Digital. Jurnal Pelayanan Konsumen, 12(3), 102-118.

Rahmawati, N., & Firmansyah, E. (2023). Kolaborasi dan Penguatan Rantai Pasokan UMKM melalui E-Commerce. Jurnal Ekonomi dan Logistik, 14(2), 123-137.

Rahma, I., & Susilo, R. (2021). Inovasi Berbasis Data untuk Keberlanjutan UMKM dalam Menyediakan Produk Ramah Lingkungan. Jurnal Pemasaran dan Inovasi, 14(3), 88-96.

Rahman, T., & Yani, H. (2023). Penggunaan Alat Desain Grafis dalam Pengembangan Produk Kue Tradisional di Era Digital. Jurnal Teknologi dan Kewirausahaan, 12(3), 89-101.

Rahmi, V. A., Handayati, P. H., Djatmika, E. T., & Ismanto, H. I. (2022). The Role of Women's Entrepreneurial Motivation in Mediating the Relationship Between Entrepreneurship Training and Entrepreneurial Intentions in the Rural. International Journal of Social Science and Business, 6(1), 1-10.

Rapitasari, D. (2016). Digital Marketing Berbasis Aplikasi sebagai Strategi Meningkatkan Kepuasan Pelanggan. Cakrawala, 10(2), 107-112.

Reza, M., Manurung, D. T., Kolmakov, V. V., & Alshebami, A. S. (2020). Impact of Education and Training on Performance of Women Entrepreneurs in Indonesia: Moderating Effect of Personal Characteristics. Management Science Letters, 10(16), 3923-3930.

Rizki, R., & Ananda, F. (2023). Peningkatan Keterampilan Digital untuk Wirausaha Perempuan: Tantangan dan Solusi. Jurnal Pendidikan dan Teknologi, 11(2), 101-113.

Roztocki, N., Soja, P., & Weistroffer, H. R. (2019). The Role of Information and Communication Technologies in Socioeconomic Development: Towards a Multi-Dimensional Framework. Information Technology for Development, 25(2), 171-183.

Ryan, D. (2014). Understanding Digital Marketing. Kogan Page Limited.

Sari, D., & Handayani, N. (2023). Digitalization as a Catalyst for Creative Economic Development in Traditional Food SMEs: A Study of Jambi Malay Women Entrepreneurs. Jurnal Ekonomi Kreatif, 5(1), 23-38.

Sari, W., & Prabowo, H. (2023). Pengembangan Jaringan Kemitraan untuk Meningkatkan Daya Saing UMKM Perempuan. Jurnal Ekonomi dan Bisnis, 14(2), 56-69.

Sari, F., & Prasetyo, B. (2022). Inovasi Kemasan dan Daya Tarik Produk: Pendekatan untuk UMKM Kue Tradisional. Jurnal Manajemen Pemasaran, 10(2), 102-116.

Setiawan, R., & Lestari, N. (2023). Pengaruh Desain Kemasan Terhadap Keputusan Pembelian Kue Tradisional: Perspektif Konsumen. Jurnal Pemasaran dan Riset Konsumen, 11(4), 66-78.

Somad, A. C., & Purnomosidhi, B. (2016). Pengaruh Kepercayaan, Persepsi Kegunaan, Persepsi Kemudahan dan Persepsi Risiko Terhadap Penggunaan E-Commerce. Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 1(2).

Susilawati, & Yakin, S. H. (2017). Analisis Strategi Pemasaran Makanan Tradisional (Studi Kasus Industri Rengginang Di Kecamtan Sakra Pusat). JPEK, 1(1), 19-37.

Theriou, G., & Chatzoudes, D. (2015). Exploring the Entrepreneurship-Performance Relationship: Evidence from Greek SMEs. Journal of Small Business and Enterprise Development, 22(2), 352-375.

Wang, F., & Hannafin, M. J. (2005). Design-Based Research and Technology-Enhanced Learning Environments. Educational Technology Research and Development, 53(4), 5–23.

Widodo, R., & Sari, D. (2023). The Impact of Social Media Marketing on Small and Medium Enterprises: A Study on Traditional Cake Businesses in Indonesia. Jurnal Pemasaran dan Manajemen, 15(2), 75-88.

Wonglimpiyarat, J. (2015). Challenges of SMEs Innovation and Entrepreneurial Financing. World Journal of Entrepreneurship, Management and Sustainable Development, 11(4), 295-311.

Yulianto, R., & Andriani, D. (2022). Analisis Peningkatan Daya Saing UMKM melalui E-Commerce di Indonesia. Jurnal Ekonomi Digital, 9(2), 75-89.

Refbacks

  • There are currently no refbacks.