Adopting Digital Marketing in Papua: Strategies and Barriers for MSMEs

Abstract

Aims: The main aim of this study is to explore effective digital marketing strategies for micro, small, and medium enterprises (MSMEs) in Papua, with a particular focus on overcoming challenges related to infrastructure and digital literacy. The study also seeks to highlight local initiatives that can serve as models for inclusive and sustainable digital marketing practices in the region. Place: The research was conducted in Jayapura City and Mimika Regency, two areas representing urban and resource-based economic activities in Papua. Methodology: This study employed a descriptive qualitative approach. Primary data was obtained through semi-structured interviews and focus group discussions with selected MSME actors across different sectors, including handicrafts, food and beverages, and local service industries. Secondary data was collected from government reports, academic publications, and policy documents related to digital economy development in Papua. The collected data was then analyzed thematically to identify key challenges, opportunities, and strategies in digital marketing adoption. Results: The study finds that technology adoption among MSMEs in Papua is still limited, with most relying on traditional marketing due to poor internet access and low digital literacy. Some entrepreneurs, particularly in Jayapura, use platforms like Facebook, Instagram, and WhatsApp Business, showing the potential of digital tools. Local initiatives such as online marketplaces and training programs led by universities and NGOs demonstrate encouraging progress, though infrastructure gaps and limited skills remain major barriers. Moreover, gaps in digital literacy continue to hinder MSME actors from fully optimizing digital platforms for business growth, indicating a strong need for continuous training and mentoring. Conclusion: The research concludes that while MSME digitalization in Papua is at an early stage, it has strong potential if supported by targeted interventions. Strengthening digital literacy programs, improving internet infrastructure, and fostering collaboration between government, private sector, and local communities are crucial steps. These efforts will enhance MSME competitiveness and promote more inclusive economic development in Papua.