Date Log
Copyright (c) 2026 Abdurokhim Abdurokhim, Pandu Pujadiaraka, Puteri Kamila, Arul falah Nurwahid (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Adaptive Digital Marketing Convergence for Village-Owned Enterprises in Indonesia
Corresponding Author(s) : Abdurokhim Abdurokhim
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 13 No. 1 (2026): June
Abstract
Rural enterprises increasingly confront digital exclusion despite mounting pressure to compete in platform-based markets. This study contributes to digital marketing and rural enterprise literature by introducing a staged convergence model integrating content marketing and paid promotion according to varying levels of organizational digital readiness among Village-Owned Enterprises (BUMDES). Using a sequential explanatory mixed-method design, the study combined surveys of 100 BUMDES, interviews, stakeholder discussions, and pilot implementation across five BUMDES in Cirebon Regency, Indonesia. The findings reveal severe limitations in digital literacy, infrastructure, and marketing capacity, yet the proposed convergence model substantially improved online visibility and business performance during implementation. The study demonstrates that digital marketing effectiveness in rural enterprises depends not merely on technological adoption but on adaptive alignment between promotional intensity, organizational capability, and resource constraints. These findings provide practical guidance for policymakers and local governments in designing scalable digital transformation programs for community-based enterprises.
Keywords
Download Citation
Endnote/Zotero/Mendeley (RIS)BibTeX
- Abdurokhim, A. (2025). Digital Economy and Tax Evasion: Analyzing the Role of Tax Authorities in Regulating E-Commerce Transactions. Journal of Taxation Insights Policy Practice, 1(1), 8–14.
- Alimuddin, H., Abdullah, A., & Razak, F. (2023). Pelatihan digital marketing untuk meningkatkan daya saing produk badan usaha milik desa (BUMDes). Jurnal Ipmas, 3(3), 174–182.
- Almestarihi, R., Ahmad, A. Y. A., Frangieh, R. H., Abualsondos, I. A., Nser, K. K., & Ziani, A. (2024). Measuring the ROI of paid advertising campaigns in digital marketing and its effect on business profitability. Uncertain Supply Chain Management, 12, 1275–1284. https://doi.org/10.5267/j.uscm.2023.11.009
- Assensoh-Kodua, A. (2019). The resource-based view: A tool of key competency for competitive advantage. Problems and Perspectives in Management, 17(3), 143.
- Bappeda Cirebon. (2023). Laporan Pemetaan Status BUMDES Kabupaten Cirebon 2023. Badan Perencanaan Pembangunan Daerah (Bappeda) Kabupaten Cirebon. https://id.scribd.com/document/757089428/Formt-Data-BUMDes-Oke-2023
- Brown, T. (2008). Design thinking. Harvard Business Review, 86(6), 84.
- Celestin, M., Sujatha, S., Kumar, A. D., & Vasuki, M. (2024). Leveraging digital channels for customer engagement and sales: Evaluating SEO, content marketing, and social media for brand growth. International Journal of Engineering Research and Modern Education, 9(2), 32–40.
- Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.
- Cristofaro, M., Helfat, C. E., & Teece, D. J. (2025). Adapting, Shaping, Evolving: Refocusing on the Dynamic Capabilities–Environment Nexus. Academy of Management Collections, 4(1), 20–46. https://doi.org/10.5465/amc.2022.0008
- Darvidou, K. (2024). Content marketing strategy and development. Technium Business and Management, 10, 55–67.
- Denzin, N. K. (2017). The research act: A theoretical introduction to sociological methods. Routledge.
- Ellström, D., Holtström, J., Berg, E., & Josefsson, C. (2021). Dynamic capabilities for digital transformation. Journal of Strategy and Management, 15(2), 272–286. https://doi.org/10.1108/JSMA-04-2021-0089
- Erwin, E., & Amri, A. (2024). BUMDes Digital: Revolutionizing Rural Economies Through Marketing Communication. Jurnal Ekonomi, 13(04), 70–82.
- Field, A. (2024). Discovering statistics using IBM SPSS statistics. Sage publications limited.
- Isibor, N. J., Attipoe, V., Oyeyipo, I., Ayodeji, D. C., Apiyo, B., Alonge, E., & Onwuzulike, O. C. (2025). Analyzing Successful Content Marketing Strategies That Enhance Online Engagement and Sales for Digital Brands. International Journal of Advanced Multidisciplinary Research and Studies, 5(2), 842–851.
- Jami Pour, M., & Karimi, Z. (2023). An integrated framework of digital content marketing implementation: an exploration of antecedents, processes, and consequences. Kybernetes, 53(11), 4522–4546. https://doi.org/10.1108/K-02-2023-0178
- Jeswani, R. (2023). The role and importance of social media marketing in brand building. Irish Interdisciplinary Journal of Science & Research, 7(04), 1–9.
- Jusuf, D. I. (2022). Effective Digital Marketing Strategy to increase Online Sales. Jurnal Pendidikan Indonesia, 1(01), 30–36.
- Jusuf, D. I. (2023). Optimizing SEO (Search Engine Optimizing) strategy to increase visibility and achievement of marketing goals. Lead Journal of Economy and Administration, 2(2), 98–103.
- Khaerunnisa, R., & Subagyo, T. (2024). BPKP sebut baru 75,8 persen BUMDes di Indonesia yang aktif. Antaranews.Com. https://www.antaranews.com/berita/4392098/bpkp-sebut-baru-758-persen-bumdes-di-indonesia-yang-aktif
- Kojongian, P. J. C., Ngala, E., & Imran, T. (2025). Exploration of Business Actors’ Strategies in Utilizing Paid Advertising to Increase Online Sales. Oikonomia: Journal of Management Economics and Accounting, 2(3), 138–149.
- Lynn, M. R. (1986). Determination and quantification of content validity. Nursing Research, 35(6), 382–386.
- Lynn, T., Rosati, P., Fox, G., Curran, D., O’Gorman, C., & Conway, E. (2020). Addressing the urban-town-rural divide: The digital town readiness assessment framework. ICDS 2020: The Fourteenth International Conference on Digital Society, 1–10.
- Mehr, A. A., & Aref, M. (2023). An Examination of Jenkins’ Theory of Cultural Convergence in the Context of Audience Participation: A Study of Multimedia Storytelling in the Harry Potter Film Series. International Journal of Advanced Multidisciplinary Research and Studies, 3(5), 699–703.
- Muhic, N. M., & Klico, A. (2022). The importance of content marketing for achieving customer brand engagement. BH Ekonomski Forum, 16(1), 131–150.
- Parasuraman, A., & Colby, Charles L. (2014). An Updated and Streamlined Technology Readiness Index: TRI 2.0. Journal of Service Research, 18(1), 59–74. https://doi.org/10.1177/1094670514539730
- Parshetty, H., Palimkar, L., & Emandi, R. (2024). Customer Targeting and Segmentation. In Predictive Analytics and Generative AI for Data-Driven Marketing Strategies (pp. 68–81). Chapman and Hall/CRC.
- Permatasari, M., & Khair, O. I. (2025). Digital Village Transformation: A Human Resource Readiness Perspective. ARISTO, 14(1), 35–61.
- Plano Clark, V. L. (2017). Mixed methods research. The Journal of Positive Psychology, 12(3), 305–306. https://doi.org/10.1080/17439760.2016.1262619
- Putra, I. R. A. S., Wibowo, R. A., Purwadi, Andari, T., Asrori, Christy, N. N. A., Santoso, C. W. B., Harefa, H. Y., & Suryawardana, E. (2025). Village-Owned Enterprises Perspectives Towards Challenges and Opportunities in Rural Entrepreneurship: A Qualitative Study with Maxqda Tools. Administrative Sciences, 15(3), 74.
- Putra, I. R., Wibowo, R. A., Purwadi, Andari, T., Asrori, Christy, N. N., Santoso, C. W., Harefa, H. Y., & Suryawardana, E. (2025). Village-Owned Enterprises Perspectives Towards Challenges and Opportunities in Rural Entrepreneurship: A Qualitative Study with Maxqda Tools. In Administrative Sciences (Vol. 15, Number 3, p. 74). https://doi.org/10.3390/admsci15030074
- Rafdinal, W., Media, Y., Ishak, T., Ali, D. S. F., Abdurokhim, & Salsabila, I. N. (2025). K-drama as a cultural marketing media: Prediction of continuance intention to watch K-dramas. East Asian Journal of Popular Culture, 11(2), 257–279.
- Setiawan, B., Pamungkas, B., Mekaniwati, A., & Kusuma, P. M. (2025). The strategic role of digital transformation, dynamic and agile capabilities for the performance of micro, small, and medium enterprises (MSMEs). The Bottom Line. https://doi.org/10.1108/BL-08-2024-0120
- Siahaan, A. Y., Pardede, P. D. K., & Hutapea, Y. F. P. (2022). Capacity Mapping and Institutional Management Model of Village Owned Enterprises (BUMDes) in North Sumatra. Second International Conference on Public Policy, Social Computing and Development (ICOPOSDEV 2021), 442–450.
- Spotts, H. E., Weinberger, M. G., Assaf, A. G., & Weinberger, M. F. (2022). The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services. Journal of Business Research, 152, 387–397. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.07.047
- Suhud, U., & Handaru, A. W. (2024). Optimizing Marketing Management at BUMDes Tridadi Makmur and BUMDes Mekaring Pono Potorono in Increasing Revenue. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1), 2962–2993.
- Taherdoost, H. (2023). Digital Marketing BT - E-Business Essentials: Building a Successful Online Enterprise (H. Taherdoost, Ed.; pp. 205–236). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-39626-7_9
References
Abdurokhim, A. (2025). Digital Economy and Tax Evasion: Analyzing the Role of Tax Authorities in Regulating E-Commerce Transactions. Journal of Taxation Insights Policy Practice, 1(1), 8–14.
Alimuddin, H., Abdullah, A., & Razak, F. (2023). Pelatihan digital marketing untuk meningkatkan daya saing produk badan usaha milik desa (BUMDes). Jurnal Ipmas, 3(3), 174–182.
Almestarihi, R., Ahmad, A. Y. A., Frangieh, R. H., Abualsondos, I. A., Nser, K. K., & Ziani, A. (2024). Measuring the ROI of paid advertising campaigns in digital marketing and its effect on business profitability. Uncertain Supply Chain Management, 12, 1275–1284. https://doi.org/10.5267/j.uscm.2023.11.009
Assensoh-Kodua, A. (2019). The resource-based view: A tool of key competency for competitive advantage. Problems and Perspectives in Management, 17(3), 143.
Bappeda Cirebon. (2023). Laporan Pemetaan Status BUMDES Kabupaten Cirebon 2023. Badan Perencanaan Pembangunan Daerah (Bappeda) Kabupaten Cirebon. https://id.scribd.com/document/757089428/Formt-Data-BUMDes-Oke-2023
Brown, T. (2008). Design thinking. Harvard Business Review, 86(6), 84.
Celestin, M., Sujatha, S., Kumar, A. D., & Vasuki, M. (2024). Leveraging digital channels for customer engagement and sales: Evaluating SEO, content marketing, and social media for brand growth. International Journal of Engineering Research and Modern Education, 9(2), 32–40.
Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.
Cristofaro, M., Helfat, C. E., & Teece, D. J. (2025). Adapting, Shaping, Evolving: Refocusing on the Dynamic Capabilities–Environment Nexus. Academy of Management Collections, 4(1), 20–46. https://doi.org/10.5465/amc.2022.0008
Darvidou, K. (2024). Content marketing strategy and development. Technium Business and Management, 10, 55–67.
Denzin, N. K. (2017). The research act: A theoretical introduction to sociological methods. Routledge.
Ellström, D., Holtström, J., Berg, E., & Josefsson, C. (2021). Dynamic capabilities for digital transformation. Journal of Strategy and Management, 15(2), 272–286. https://doi.org/10.1108/JSMA-04-2021-0089
Erwin, E., & Amri, A. (2024). BUMDes Digital: Revolutionizing Rural Economies Through Marketing Communication. Jurnal Ekonomi, 13(04), 70–82.
Field, A. (2024). Discovering statistics using IBM SPSS statistics. Sage publications limited.
Isibor, N. J., Attipoe, V., Oyeyipo, I., Ayodeji, D. C., Apiyo, B., Alonge, E., & Onwuzulike, O. C. (2025). Analyzing Successful Content Marketing Strategies That Enhance Online Engagement and Sales for Digital Brands. International Journal of Advanced Multidisciplinary Research and Studies, 5(2), 842–851.
Jami Pour, M., & Karimi, Z. (2023). An integrated framework of digital content marketing implementation: an exploration of antecedents, processes, and consequences. Kybernetes, 53(11), 4522–4546. https://doi.org/10.1108/K-02-2023-0178
Jeswani, R. (2023). The role and importance of social media marketing in brand building. Irish Interdisciplinary Journal of Science & Research, 7(04), 1–9.
Jusuf, D. I. (2022). Effective Digital Marketing Strategy to increase Online Sales. Jurnal Pendidikan Indonesia, 1(01), 30–36.
Jusuf, D. I. (2023). Optimizing SEO (Search Engine Optimizing) strategy to increase visibility and achievement of marketing goals. Lead Journal of Economy and Administration, 2(2), 98–103.
Khaerunnisa, R., & Subagyo, T. (2024). BPKP sebut baru 75,8 persen BUMDes di Indonesia yang aktif. Antaranews.Com. https://www.antaranews.com/berita/4392098/bpkp-sebut-baru-758-persen-bumdes-di-indonesia-yang-aktif
Kojongian, P. J. C., Ngala, E., & Imran, T. (2025). Exploration of Business Actors’ Strategies in Utilizing Paid Advertising to Increase Online Sales. Oikonomia: Journal of Management Economics and Accounting, 2(3), 138–149.
Lynn, M. R. (1986). Determination and quantification of content validity. Nursing Research, 35(6), 382–386.
Lynn, T., Rosati, P., Fox, G., Curran, D., O’Gorman, C., & Conway, E. (2020). Addressing the urban-town-rural divide: The digital town readiness assessment framework. ICDS 2020: The Fourteenth International Conference on Digital Society, 1–10.
Mehr, A. A., & Aref, M. (2023). An Examination of Jenkins’ Theory of Cultural Convergence in the Context of Audience Participation: A Study of Multimedia Storytelling in the Harry Potter Film Series. International Journal of Advanced Multidisciplinary Research and Studies, 3(5), 699–703.
Muhic, N. M., & Klico, A. (2022). The importance of content marketing for achieving customer brand engagement. BH Ekonomski Forum, 16(1), 131–150.
Parasuraman, A., & Colby, Charles L. (2014). An Updated and Streamlined Technology Readiness Index: TRI 2.0. Journal of Service Research, 18(1), 59–74. https://doi.org/10.1177/1094670514539730
Parshetty, H., Palimkar, L., & Emandi, R. (2024). Customer Targeting and Segmentation. In Predictive Analytics and Generative AI for Data-Driven Marketing Strategies (pp. 68–81). Chapman and Hall/CRC.
Permatasari, M., & Khair, O. I. (2025). Digital Village Transformation: A Human Resource Readiness Perspective. ARISTO, 14(1), 35–61.
Plano Clark, V. L. (2017). Mixed methods research. The Journal of Positive Psychology, 12(3), 305–306. https://doi.org/10.1080/17439760.2016.1262619
Putra, I. R. A. S., Wibowo, R. A., Purwadi, Andari, T., Asrori, Christy, N. N. A., Santoso, C. W. B., Harefa, H. Y., & Suryawardana, E. (2025). Village-Owned Enterprises Perspectives Towards Challenges and Opportunities in Rural Entrepreneurship: A Qualitative Study with Maxqda Tools. Administrative Sciences, 15(3), 74.
Putra, I. R., Wibowo, R. A., Purwadi, Andari, T., Asrori, Christy, N. N., Santoso, C. W., Harefa, H. Y., & Suryawardana, E. (2025). Village-Owned Enterprises Perspectives Towards Challenges and Opportunities in Rural Entrepreneurship: A Qualitative Study with Maxqda Tools. In Administrative Sciences (Vol. 15, Number 3, p. 74). https://doi.org/10.3390/admsci15030074
Rafdinal, W., Media, Y., Ishak, T., Ali, D. S. F., Abdurokhim, & Salsabila, I. N. (2025). K-drama as a cultural marketing media: Prediction of continuance intention to watch K-dramas. East Asian Journal of Popular Culture, 11(2), 257–279.
Setiawan, B., Pamungkas, B., Mekaniwati, A., & Kusuma, P. M. (2025). The strategic role of digital transformation, dynamic and agile capabilities for the performance of micro, small, and medium enterprises (MSMEs). The Bottom Line. https://doi.org/10.1108/BL-08-2024-0120
Siahaan, A. Y., Pardede, P. D. K., & Hutapea, Y. F. P. (2022). Capacity Mapping and Institutional Management Model of Village Owned Enterprises (BUMDes) in North Sumatra. Second International Conference on Public Policy, Social Computing and Development (ICOPOSDEV 2021), 442–450.
Spotts, H. E., Weinberger, M. G., Assaf, A. G., & Weinberger, M. F. (2022). The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services. Journal of Business Research, 152, 387–397. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.07.047
Suhud, U., & Handaru, A. W. (2024). Optimizing Marketing Management at BUMDes Tridadi Makmur and BUMDes Mekaring Pono Potorono in Increasing Revenue. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1), 2962–2993.
Taherdoost, H. (2023). Digital Marketing BT - E-Business Essentials: Building a Successful Online Enterprise (H. Taherdoost, Ed.; pp. 205–236). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-39626-7_9