Redefining Surabaya's MSMEs Landscape: Unleashing Digital Virality for Sustainable Growth

Sutama Wisnu Dyatmika; Bagong Suyanto; Erna Setijaningrum; Widhayani Puri Setioningtyas

doi:10.55980/ebasr.v3i3.137

Authors

Sutama Wisnu Dyatmika Postgraduate School, Universitas Airlangga, Surabaya, Indonesia
Bagong Suyanto Faculty of Social and Political Science, Universitas Airlangga, Surabaya, Indonesia
Erna Setijaningrum Department of Public Administration, Universitas Airlangga, Surabaya, Indonesia
Widhayani Puri Setioningtyas Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences, Hungary

DOI:

https://doi.org/10.55980/ebasr.v3i3.137

Keywords:

Digital Marketing, Viral Content, MSMEs, Surabaya City, Digitalized Business

Abstract

This study explores the effectiveness of digital marketing strategies, particularly viral content, in enhancing the visibility and sustainability of micro, small, and medium enterprises (MSMEs) in Surabaya City. This research utilizes a descriptive qualitative approach, combining literature review and stakeholder interviews as key data collection methods. Interviews were conducted with key MSME stakeholders in Surabaya to assess the implementation and impact of digital marketing strategies on business performance. The findings indicate that digital marketing, especially through viral content, is crucial in improving MSME visibility and long-term sustainability. Viral content effectively captures consumer attention, fosters online engagement, and strengthens brand recognition, ultimately contributing to business growth. This study offers valuable insights for MSME owners, policymakers, and support institutions seeking to optimize digital marketing strategies. Practical recommendations include enhancing content creation skills, fostering collaborations with local influencers, and leveraging social media platforms for broader market reach. These findings underscore the importance of strategic digital marketing in ensuring the competitiveness and resilience of MSMEs in an increasingly digitalized business environment.

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