Strategic Transformation of MSMEs in East Lombok Regency in Utilizing Social Media and Instant Messaging as Digital Promotional Tools
DOI:
10.47353/ecbis.v4i6.544Published:
2026-08-31Downloads
Abstract
Digital transformation has become a strategic necessity for Micro, Small, and Medium-Sized Enterprises to maintain relevance in a rapidly evolving market. However, the rapid growth of business units in East Lombok Regency has not been matched by optimal technological utilization, resulting in a phenomenon of superficial digitalization where social media and instant messaging accounts remain passive communication tools lacking integrated promotional strategies. This study aims to analyze the strategic transformation of business actors in Sikur District in utilizing social media and instant messaging as digital promotion tools. Employing a descriptive qualitative approach, data were collected through technical triangulation, including digital observation, documentation, and in-depth interviews with fifteen micro-entrepreneurs in the trade and creative industry sectors. The results reveal that digital transformation forms a unique adaptation spectrum, where younger business actors undertake rapid digital migration as a reactive response to physical market stagnation. This research synthesizes a new model termed the Visual-Relational Funnel, which is a marketing flow that combines the power of visual stimulation on social media such as TikTok, Instagram, and Facebook as a traffic generator, with the depth of personal relationships on WhatsApp as a transaction conversion space. The concept of Digital Silaturahmi was identified as a decisive factor in building local customer trust, effectively securing organic transactions. Despite the positive impact, this study identifies a second-wave digital divide, characterized by limited device capacity and content creation barriers, that threatens the competitiveness of local business units. This research recommends a shift in government policy from physical infrastructure assistance toward content-oriented creative literacy mentoring for business sustainability.
Keywords:
Digital Transformation Micro Small and Medium Enterprises Visual-Relational Funnel Digital Promotion Digital SilaturahmiReferences
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