Riani Ishak, Heni Widyaningsih, Sulaiman Mansyur, Syurwana Farwita Samuddin, Alexander Setiawan

Integration of Digital Marketing and Entrepreneurship in Building a Competitive Local Brand

Introduction

Integration of digital marketing and entrepreneurship in building a competitive local brand. Discover how Digital Marketing and Entrepreneurship drive competitive local brands in Indonesia's creative economy. This study reveals their significant impact on SME brand strength.

Abstract

This study explores the integration of Digital Marketing and Entrepreneurship in building competitive local brands within Indonesia's creative economy. Using a quantitative approach, data was collected from 110 respondents using a Likert scale survey, and analyzed through SPSS version 25. The research aimed to investigate how digital marketing strategies and entrepreneurial behavior contribute to brand competitiveness in the context of small and medium enterprises (SMEs). The results showed that both Digital Marketing and Entrepreneurship have a significant positive effect on Brand Competitiveness, with Digital Marketing having a slightly stronger impact. The model accounted for 65.9% of the variance in brand competitiveness, emphasizing the importance of leveraging digital tools alongside entrepreneurial strategies. The study highlights that integrating digital marketing with entrepreneurial innovation is key to strengthening local brands and enhancing their competitive advantage in Indonesia's rapidly growing creative economy.

Review

This study, "Integration of Digital Marketing and Entrepreneurship in Building a Competitive Local Brand," presents a relevant and timely investigation into critical success factors for local brands within Indonesia's creative economy. Utilizing a quantitative approach, the research clearly demonstrates that both Digital Marketing and Entrepreneurship significantly contribute to Brand Competitiveness, explaining a substantial 65.9% of the variance. This finding is particularly pertinent given the rapid growth of digital platforms and the entrepreneurial spirit prevalent in emerging markets, offering valuable insights for SMEs aiming to enhance their competitive edge. A key strength of this paper lies in its clear articulation of the research question and its focused context within Indonesia's creative economy. The application of a quantitative methodology, involving a Likert scale survey and analysis via SPSS, appears appropriate for establishing the hypothesized relationships between the variables. The distinct identification of both digital marketing strategies and entrepreneurial behavior as positive drivers, with digital marketing showing a slightly stronger impact, provides actionable intelligence for practitioners. This research effectively highlights the synergistic potential of these two domains in fostering robust and competitive local brands. While the study provides valuable insights, there are areas that could be further elaborated or considered for future research. Although the title emphasizes "integration," the quantitative approach primarily establishes the *effect* of each variable rather than delving into the nuanced *mechanisms* or specific successful strategies through which this integration occurs in practice. Future qualitative or mixed-methods research could provide a deeper understanding of *how* SMEs effectively blend these elements. Additionally, providing more detail on the specific types of SMEs or creative industries within the sample would enhance the specificity and applicability of the findings within the broad "creative economy" context.

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