Digital Marketing Management In Micro, Small, And Medium Enterprises Of South Sulawesi: Integrating Local Wisdom And Artificial Intelligence: A Qualitative Study
Published:
2026-11-04Downloads
Abstract
Digital transformation is reshaping micro, small, and medium enterprises (MSMEs) in Indonesia, yet how entrepreneurs reconcile global digital marketing practices with indigenous cultural values remains poorly understood. This study examines how MSME actors in South Sulawesi manage digital marketing by integrating Bugis-Makassar-Toraja local wisdom with emerging artificial intelligence (AI) tools. Using a qualitative case study, data were collected through semi-structured interviews with seventeen MSME owners in the culinary, handicraft, fashion/woven-textile, and coffee sectors across Makassar, Gowa, Bone, and Toraja, complemented by observation and documentation review, and analyzed thematically following Braun and Clarke. Four themes emerged: (1) informal, owner-centric, platform-driven marketing management; (2) local wisdom values (siri’ na pacce, sipakatau, sipakalebbi, gotong royong) embedded in branding, storytelling, and customer relations; (3) cautious AI adoption, constrained by digital literacy, cost, and fear of cultural inauthenticity; and (4) a synergy in which AI accelerates production while local wisdom anchors meaning. The study proposes a Local Wisdom–AI Hybrid Digital Marketing Model and offers recommendations for MSME actors, platform providers, and policymakers.
Keywords:
Artificial Intelligence Digital Marketing Local Wisdom MSMEs South SulawesiReferences
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Copyright (c) 2026 Hery Maulana Arif, Isma Azis Riu, Wiwin Riski Windarsari
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