Examining digital marketing's role in boosting Songket Weaver MSMEs' income in Ungga and Sukarara Villages

Triana Lidona Aprilani; Fathurrahman Fathurrahman; Yanti Andriyani; Mimi Cahayani; Herie Saksono; Dian Martha Indarti; Imam Radianto Anwar Setia Putra

doi:10.55942/ccdj.v5i2.1400

Authors

Triana Lidona Aprilani Al-Azhar Islamic University of Mataram
Fathurrahman Fathurrahman Al-Azhar Islamic University of Mataram https://orcid.org/0009-0008-1330-0527
Yanti Andriyani University of Riau
Mimi Cahayani Al-Azhar Islamic University of Mataram https://orcid.org/0009-0003-2686-5360
Herie Saksono National Research and Innovation Agency (BRIN) https://orcid.org/0000-0002-0464-5311
Dian Martha Indarti National Research and Innovation Agency (BRIN)
Imam Radianto Anwar Setia Putra National Research and Innovation Agency (BRIN) https://orcid.org/0000-0001-5906-4496

DOI:

https://doi.org/10.55942/ccdj.v5i2.1400

Keywords:

Digital marketing, income, MSMEs, songket weavers, SEM-PLS

Abstract

This study investigates how digital marketing shapes the income of Micro, Small, and Medium Enterprises (MSMEs) engaged in songket weaving in Ungga and Sukarara Villages in Central Lombok Regency, West Nusa Tenggara Province, Indonesia. Songket weaving is a culturally embedded craft, but its market prospects increasingly depend on visibility and engagement in digital channels. Using a quantitative design, data were collected from 100 songket weaver MSMEs through structured questionnaires and analyzed using partial least squares-structural equation modeling (PLS-SEM). Digital marketing is conceptualized through five dimensions, accessibility, interactivity, entertainment, trust, and informativeness, while MSME income is measured by monthly revenue and profit. The measurement model demonstrated satisfactory convergent and discriminant validity, as well as high reliability across all indicators. The structural model shows that digital marketing has a strong and statistically significant positive effect on MSME income (β = 0.747; p < 0.001), explaining 55.8% of the variance (R² = 0.558) with high predictive relevance (Q² = 0.671). These findings confirm that more intensive and higher-quality use of digital channels is associated with higher income for the songket weavers. The study concludes that targeted interventions, such as digital marketing training, content creation support, and facilitation of social media and marketplace usage, are critical to enhancing the competitiveness, resilience, and livelihood outcomes of traditional craft-based MSMEs in peripheral tourism regions like Central Lombok. This study contributes to the MSME and digital transformation literature by providing destination-specific evidence from a craft cluster in an emerging economy context and offering an empirically grounded basis for designing local government and development agency programs for the digital empowerment of artisans.

Author Biographies

Triana Lidona Aprilani, Al-Azhar Islamic University of Mataram

Triana Lidona Aprilani is a scholar in economics and business at Al-Azhar Islamic University of Mataram (Universitas Islam Al-Azhar/UNIZAR), with research interests centered on regional and tourism economics and community-based development. She also serves as a Postdoctoral Fellow at BRIN’s Research Center for Domestic Government, contributing to applied research on MSME empowerment and local development.

Fathurrahman Fathurrahman, Al-Azhar Islamic University of Mataram

Fathurrahman is affiliated with the Economic and Business Department at Al-Azhar Islamic University of Mataram (UNIZAR), with an academic profile in accounting/economics and scholarly work that includes tourism and development-related themes.

Yanti Andriyani, University of Riau

Yanti Andriyani is a senior lecturer in Computer Science/Information Systems at the University of Riau (Universitas Riau), Indonesia. Her research spans information systems and software engineering, including knowledge management in agile software development and related innovation topics.

Mimi Cahayani, Al-Azhar Islamic University of Mataram

Mimi Cahyani is a faculty member in economics and business at Al-Azhar Islamic University of Mataram (UNIZAR) and serves in academic leadership as Head of the Economics Development (Ekonomi Pembangunan) program. Her work reflects development and community-based economic themes, including tourism village development and local economic impacts.

Herie Saksono, National Research and Innovation Agency (BRIN)

Herie Saksono is a researcher at the National Research and Innovation Agency (BRIN), Research Center for Domestic Government, working on public policy and governance topics, including digital transformation in government and public-service innovation.

Dian Martha Indarti, National Research and Innovation Agency (BRIN)

Dian Martha Indarti is a researcher at BRIN’s Research Center for Domestic Government and contributes to policy-relevant work at the intersection of development and governance, with publications indexed through national research profiling systems.

Imam Radianto Anwar Setia Putra, National Research and Innovation Agency (BRIN)

Imam Radianto Anwar Setia Putra is a researcher at BRIN’s Research Center for Domestic Government and holds a leadership role within the center’s research structure (including the village and urban governance research group). His research focuses on public administration, social development, and innovation in governance, with outputs tracked across national and international scholarly platforms.

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