The Feasibility of Sate Madura MSME Digital Business Reviewed from Marketing and Accounting Strategies
Keywords:
MSME, Business, Accounting StrategyAbstract
This study aims to assess the feasibility of Sate Madura as a Micro, Small, and Medium Enterprise (MSME) in the digital era, focusing on marketing and accounting strategies. The research explores how digital platforms enhance market reach and how digital-based accounting improves financial transparency and decision-making. Using a qualitative descriptive approach, data were collected through interviews, observations, and documentation from selected Sate Madura MSMEs operating in Surabaya. The findings indicate that digital marketing strategies such as social media promotion and food delivery applications significantly increase customer engagement and sales volume. Meanwhile, the implementation of simple digital accounting systems helps MSME owners manage income, expenses, and profitability more effectively. This study concludes that the integration of digital marketing and accounting strategies contributes positively to the business feasibility and sustainability of Sate Madura MSMEs.Downloads
Download data is not yet available.
References
Astuti, D., & Rahmawati. (2020). Strategi pemasaran digital pada UMKM kuliner selama pandemi. Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal of Community Engagement), 6(3), 455–462.
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2023). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471–482.
Braun, V., & Clarke, V. (2022). Thematic analysis: A practical guide. SAGE Publications.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education Limited.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Go, E., & Heng, J. (2020). Digital transformation and MSMEs in Southeast Asia. Asian Journal of Business and Technology, 4(1), 33–44.
Horngren, C. T., Sundem, G. L., & Elliott, J. A. (2023). Introduction to financial accounting (11th ed.). Pearson.
Ismail, N. A., & King, M. (2024). Factors influencing the adoption of accounting information systems in small businesses. Journal of Small Business and Enterprise Development, 21(4), 600–617.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kustiwi, I.A., Trihastuti, A., Calosa, K.G. 2025. Madura Batik Msmes In Digital Business Accounting, Risk Audit, And Transparency. International Conference On Economics Business Management And Accounting, jilid 4, terbitan 1, halaman 1710-721
Marzuki, A., & Wibowo, A. (2022). The effectiveness of social media marketing in MSME branding in Indonesia. Indonesian Journal of Digital Business, 3(1), 22–30.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications.
Prasetyo, Y. T., & Sutopo, W. (2020). Analysis of MSME performance during COVID-19 pandemic using digital platforms. Jurnal Ekonomi dan Bisnis Indonesia, 35(2), 120–134.
Putri, D. A., & Yuliana, S. (2021). Financial literacy and accounting practices of Indonesian MSMEs. Jurnal Ilmu dan Riset Akuntansi, 10(6), 1–17.
Rachmawati, F., & Nugroho, L. (2021). Digital marketing strategy for culinary MSMEs in Indonesia: Opportunities and challenges. Journal of Business and Management Research, 18(2), 45–54.
Scarborough, N. M. (2024). Essentials of entrepreneurship and small business management (7th ed.). Pearson.
Susanto, A., & Meiryani. (2019). The role of digital accounting systems in supporting MSME financial transparency. International Journal of Economics and Business Research, 17(1), 120–130.
Tambunan, T. T. H. (2019). Development of small and medium enterprises in Indonesia. LP3ES.
OECD. (2021). The digital transformation of SMEs. OECD Publishing. https://doi.org/10.1787/bdb9256a-en
World Bank. (2020). The future of business survey: Understanding the impact of COVID-19 on SMEs. https://www.worldbank.org/
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2023). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471–482.
Braun, V., & Clarke, V. (2022). Thematic analysis: A practical guide. SAGE Publications.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education Limited.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Go, E., & Heng, J. (2020). Digital transformation and MSMEs in Southeast Asia. Asian Journal of Business and Technology, 4(1), 33–44.
Horngren, C. T., Sundem, G. L., & Elliott, J. A. (2023). Introduction to financial accounting (11th ed.). Pearson.
Ismail, N. A., & King, M. (2024). Factors influencing the adoption of accounting information systems in small businesses. Journal of Small Business and Enterprise Development, 21(4), 600–617.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kustiwi, I.A., Trihastuti, A., Calosa, K.G. 2025. Madura Batik Msmes In Digital Business Accounting, Risk Audit, And Transparency. International Conference On Economics Business Management And Accounting, jilid 4, terbitan 1, halaman 1710-721
Marzuki, A., & Wibowo, A. (2022). The effectiveness of social media marketing in MSME branding in Indonesia. Indonesian Journal of Digital Business, 3(1), 22–30.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications.
Prasetyo, Y. T., & Sutopo, W. (2020). Analysis of MSME performance during COVID-19 pandemic using digital platforms. Jurnal Ekonomi dan Bisnis Indonesia, 35(2), 120–134.
Putri, D. A., & Yuliana, S. (2021). Financial literacy and accounting practices of Indonesian MSMEs. Jurnal Ilmu dan Riset Akuntansi, 10(6), 1–17.
Rachmawati, F., & Nugroho, L. (2021). Digital marketing strategy for culinary MSMEs in Indonesia: Opportunities and challenges. Journal of Business and Management Research, 18(2), 45–54.
Scarborough, N. M. (2024). Essentials of entrepreneurship and small business management (7th ed.). Pearson.
Susanto, A., & Meiryani. (2019). The role of digital accounting systems in supporting MSME financial transparency. International Journal of Economics and Business Research, 17(1), 120–130.
Tambunan, T. T. H. (2019). Development of small and medium enterprises in Indonesia. LP3ES.
OECD. (2021). The digital transformation of SMEs. OECD Publishing. https://doi.org/10.1787/bdb9256a-en
World Bank. (2020). The future of business survey: Understanding the impact of COVID-19 on SMEs. https://www.worldbank.org/
Downloads
Published
2025-08-01
Issue
Section
Articles
How to Cite
The Feasibility of Sate Madura MSME Digital Business Reviewed from Marketing and Accounting Strategies. (2025). Proceeding of International Conference on Economics, Technology, Management, Accounting, Education, and Social Science (ICETEA), 1, 1100-1108. https://conference.unita.ac.id/index.php/icetea/article/view/450
