Differentiation Strategy and Digital Marketing for Revitalizing Traditional Retail Stores

Authors

  • Fauzan Daffa Universitas Indonesia Membangun, Bandung, Indonesia
  • Mochammad Mukti Ali Universitas Indonesia Membangun, Bandung, Indonesia
  • Nunung Ayu Sofiati (Efi) Universitas Indonesia Membangun, Bandung, Indonesia
  • Ade Salman Alfarisi Universitas Indonesia Membangun, Bandung, Indonesia
  • Irving Ignatius Paul Luntungan Universitas Indonesia Membangun, Bandung, Indonesia
  • Anggono Raras Tirto Sakti Universitas Indonesia Membangun, Bandung, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i4.4429

Keywords:

Digital Marketing, Product Differentiation, Retail Revitalization, SWOT, Traditional Retail

Abstract

This research examines the application of product differentiation and effective digital marketing strategies for revitalizing traditional retail stores, using Kios Maju Berkah as a case study. In an era of increasingly intense competition between traditional retail, modern retail, and e-commerce, traditional stores face significant challenges to survive. This study highlights the importance of unique local products, high-quality customer service, and targeted digital marketing in attracting and retaining customers. Through SWOT and TOWS analysis, this research finds that appropriate product innovation and the implementation of digital marketing strategies can enhance the competitiveness of traditional retail stores. The recommendations from this study include optimizing digital marketing strategies and collaborating with local communities to maintain the relevance and sustainability of traditional retail businesses.

References

Astuti, M., Sembiring, R., & Marlina, M. (2024). Marketing Performance of MSME 4.0 Amidst COVID-19 Transition: Marketing Mix, E-CRM and Risk Perception. Jurnal Organisasi Dan Manajemen, 20(1), 51–64. https://doi.org/10.33830/jom.v20i1.6127.2024

Athia, I., Soetjipto, B. E., & Efendi, E. (2023). The Improvement of MSMEs’ Business Performance During The Covid-19 Pandemic Through Financial and Digital Literacy. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 12(1). https://doi.org/10.26418/jebik.v12i1.58984

Biemans, W., & Malshe, A. (2024). How marketing and sales use digital tools for innovation ideation. Industrial Marketing Management, 123, 304–316. https://doi.org/10.1016/j.indmarman.2024.10.012

Cha, J., Cho, Y., Yoon, Y., & Choi, S. (2021). Retail Regulation in South Korea: The NoBrand Case. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 57. https://doi.org/10.3390/joitmc7010057

Choudhary, F., Khandi, S. A., Aadil, R. M., Hassoun, A., Bekhit, A. E.-D. A., Abdi, G., & Bhat, Z. F. (2024). Understanding crucial factors in cultured meat production: A comprehensive SWOT analysis. Applied Food Research, 4(2), 100474. https://doi.org/10.1016/j.afres.2024.100474

Cuandra, F., & Candy, C. (2024). Strategies and Innovations for Enhancing Sustainable Performance in SMEs During The 4.0 Digital Business Era. Jurnal Organisasi Dan Manajemen, 20(1), 1–16. https://doi.org/10.33830/jom.v20i1.6449.2024

Derriawan, D., Hendryadi, H., Suryani, S., Noor, L. S., & Okrivina, A. (2024). Reciprocal Relationship between Subjective Well-Being, Social Media Engagement and Compulsive Buying Behavior. Matrik?: Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 16. https://doi.org/10.24843/MATRIK:JMBK.2024.v18.i01.p02

Deshmukh, D., Rajput, C. S., Das, S., & Alam, M. M. (2024). Sustainability and livelihood of small-scale handicraft producers in India: A SWOT analysis of Dhokra artisans. Social Sciences & Humanities Open, 10, 101160. https://doi.org/10.1016/j.ssaho.2024.101160

Diaz, C. E., & Koh, K. (2022). Estimating the potential retail impact of improving the pedestrian environment in the Downtown Cebu City. Asian Transport Studies, 8, 100059. https://doi.org/10.1016/j.eastsj.2022.100059

Drosos, D., Skordoulis, M., Tsotsolas, N., Kyriakopoulos, G. L., Gkika, E. C., & Komisopoulos, F. (2021). Retail customers’ satisfaction with banks in Greece: A multicriteria analysis of a dataset. Data in Brief, 35, 106915. https://doi.org/10.1016/j.dib.2021.106915

Effendi, Y., & Narti, S. (2020). SWOT Analysis for Marketing Strategy of Tourism Destination. Integrated Journal of Business and Economics, 4(3), 266. https://doi.org/10.33019/ijbe.v4i3.315

Erkamim, M., Suswadi, S., Subarkah, M. Z., & Widarti, E. (2023). Komparasi Algoritme Random Forest dan XGBoosting dalam Klasifikasi Performa UMKM. Jurnal Sistem Informasi Bisnis, 13(2), 127–134. https://doi.org/10.21456/vol13iss2pp127-134

Fatimah, S., Chusnainy, M., Khumairo, F., Mariana, S. D. H., & Hermawan, S. (2021). Netnography: Gojek Marketing Strategy Analysis Through YouTube Social Media. Media Ekonomi Dan Manajemen, 36(1). https://doi.org/10.24856/mem.v36i1.1601

Febrianur Ibnu Fitroh Sukono Putra. (2022). Digital-Based Economic Recovery Program For MSMEs in Indonesia. Jurnal Organisasi Dan Manajemen, 18(1), 13–30. https://doi.org/10.33830/jom.v18i1.1763.2022

Ferdhy, F., & Mochammad, M. A. (2024). The effect of green marketing and brand image on purchasing decisions through XYZ online application. Dinasti International Journal of Economics, Business, and Management Science (DIJEMSS), 5(6), 2309–2316. https://doi.org/10.38035/dijemss

Firmansyah, M. R., Sumarwan, U., & Ali, M. M. (2021). Marketing Mix, Brand Equity, and Purchase Decisions of Packaged Rice Products. Jurnal Manajemen Dan Agribisnis. https://doi.org/10.17358/jma.18.3.240

Halik, A., & Nugroho, M. (2022). The Role of Consumer Delight Moderating The Effect of Content Marketing and Price Discount on Online Shopping Decision and Loyalty of Generation Z. Media Ekonomi Dan Manajemen, 37(1).

Hasan, A., Nasution, S. S., Nasution, H., & Arafah, S. (2024). Determinants Of Msmes Welfare Through Sharia Financial Literacy In Ultra-Micro Financing. Integrated Journal of Business and Economics, 8(3). https://doi.org/10.33019/ijbe.v8i3.1032

Hermawan, A., Gunardi, A., & Sari, L. M. (2022). Intention to Use Digital Finance MSMEs: The Impact of Financial Literacy and Financial Inclusion. Jurnal Ilmiah Akuntansi Dan Bisnis, 17(1). https://doi.org/10.24843/JIAB.2022.v17.i01.p12

Hernández, A. C. C., Puello, A. C., & G, J. J. H. (2024). Marketing and social networks. External strategic analysis of a company providing digital advertising services. Procedia Computer Science, 241, 360–364. https://doi.org/10.1016/j.procs.2024.08.048

Husna, N., & Hasanah, N. (n.d.). Redesigning Digital Marketing Strategy for Increasing Sales of Small Business: A Case Study in Pinescarf.

Juliyanti, W., & Wibowo, Y. K. (2021). Batik SMEs Digital Literacy Analysis on Digital Economic Readiness during the COVID-19 Pandemic. Integrated Journal of Business and Economics, 5(3), 193. https://doi.org/10.33019/ijbe.v5i3.334

Kilay, A. L., Simamora, B. H., & Putra, D. P. (2022). The Influence of E-Payment and E-Commerce Services on Supply Chain Performance: Implications of Open Innovation and Solutions for the Digitalization of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 119. https://doi.org/10.3390/joitmc8030119

Lukitaningsih, A., Udayana, I. B. N., Hadi, S., Marjukah, A., & Evanjeli, L. A. (n.d.). Customer response power capability to enhance marketing performance in Micro, Small and Medium Enterprises (MSME).

Marsasi, E. G., Rizan, M., Barqiah, S., & Gusti, Y. K. (2024). Customer Self-Congruity and Brand Image on Purchase Decision: The Role of Gender and Age as Control Variables. Media Ekonomi Dan Manajemen, 39(2), 199. https://doi.org/10.56444/mem.v39i2.4541

Marsasi, E. G., & Yuanita, A. D. (2023). Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: The Role of Gender, Age, and Income. Media Ekonomi Dan Manajemen, 38(1), 71. https://doi.org/10.56444/mem.v38i1.3268

Mudjahidin, M., Aristio, A. P., Balbeid, N. H., & Junaedi, L. (2024). The Influence of Social Media Sales Intensity and Competency on the Improvement of Business Performance Satisfaction in MSMEs. Procedia Computer Science, 234, 869–875. https://doi.org/10.1016/j.procs.2024.03.074

Nurmadewi, D. (2024). Digital Marketing as a Tourism Village Marketing Strategy in East Java’s Horseshoe Region. Jurnal Sistem Informasi Bisnis, 14(1), 46–53. https://doi.org/10.21456/vol14iss1pp46-53

Nurul Islami, N., Wahyuni, S., & Tiara, T. (2020). The Effect of Digital Marketing on Organizational Performance Through Intellectual Capital and Perceived Quality in Micro, Small and Medium Enterprises. Jurnal Organisasi Dan Manajemen, 16(1), 60–72. https://doi.org/10.33830/jom.v16i1.718.2020

Petänen, P., Tuovila, H., & Heikkilä, P. (2024). Strategic marketing of sustainable fashion: Exploring approaches and contradictions in the positioning of fashion rental. Cleaner Production Letters, 7, 100075. https://doi.org/10.1016/j.clpl.2024.100075

Prihandono, D., Abiprayu, K. B., Wijaya, A. P., & Ismail, N. (2024). Examining learning from failure to venture growth: Empirical study in hospitality SMEs in Indonesia. Jurnal Manajemen Dan Pemasaran Jasa, 17(2), 341–360. https://doi.org/10.25105/v17i2.20338

Priyanto, H., Najib, M., & Septiani, S. (2020). Faktor Adopsi E-Marketing dan Pengaruhnya Terhadap Kinerja Pemasaran UKM Kuliner Kota Bogor. JURNAL SISTEM INFORMASI BISNIS, 10(2), 235–244. https://doi.org/10.21456/vol10iss2pp235-244

Puyt, R. W., Lie, F. B., & Wilderom, C. P. M. (2023). The origins of SWOT analysis. Long Range Planning, 56(3), 102304. https://doi.org/10.1016/j.lrp.2023.102304

Saputra, M. H., & Pratomo, L. A. (n.d.). Optimization of relational capital and the strength of SMEs network collaboration to improve its performance: Evidence from Indonesia.

Setiawati, R., & Mastarida, F. (n.d.). Critical Factors for SMEs’ Business Sustainability through the COVID-19 Pandemic: A Systematic Literature Review.

Setiyaningrum, A., & Ramawati, Y. (2020). Peran Dimensi-Dimensi Entrepreneurial Marketing dalam Mendorong Kesuksesan Bisnis UMKM di Industri Ekonomi Kreatif. Jurnal Ekonomi Bisnis dan Kewirausahaan, 9(2), 125. https://doi.org/10.26418/jebik.v9i2.39818

Sofiati (Efi), N. A., Sudaryo, Y., Natigor, D. H., & Jaya, R. C. (2023). Increased Customer Satisfaction Using Digital Marketing Implementation in The Banking Industry Image. Sosiohumaniora, 25(1), 80. https://doi.org/10.24198/sosiohumaniora.v25i1.45604

Sofiati, N. A., & Sudaryo, Y. (2020). Digital Marketing Implementation to Increase Customer Satisfaction and its Impact on Image in State Banking Industries. International Journal of Innovation, 12(3).

Syah, D. H., & Karen, A. E. (2022). An Analysis of Determinants of E-Commerce-Based Accounting Information Systems Adoption on The Performance of Millennial MSME in Medan City. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 11(2), 179. https://doi.org/10.26418/jebik.v11i2.53465

Taniguchi, T. E., Salvatore, A. L., Williams, M. B., Love, C. V., Noonan, C. J., Cannady, T. K., Standridge, J., Fox, J., Spiegel, J., Owens, J., Grammar, M., Wiley, A., & Bird Jernigan, V. B. (2020). Process Evaluation Tool Development and Fidelity of Healthy Retail Interventions in American Indian Tribally Owned Convenience Stores: The Tribal Health Resilience in Vulnerable Environments (THRIVE) Study. Current Developments in Nutrition, 4, 33–41. https://doi.org/10.1093/cdn/nzz073

Thamrin, H., Oktafiani, D., Rasyid, I. I., & Fauzi, I. M. (2024). Classification of SWOT Statements Employing BERT Pre-Trained Model Embedding. Jurnal Sistem Informasi Bisnis, 14(2), 143–152. https://doi.org/10.21456/vol14iss2pp143-152

Theoharakis, V., Zheng, Y., & Zhang, L. (2024). Dynamic strategic marketing planning: The paradox of concurrently reconfiguring and implementing strategic marketing planning. Journal of Business Research, 174, 114525. https://doi.org/10.1016/j.jbusres.2024.114525

Umboh, I. A., & Aryanto, V. D. W. (2023). Digital Marketing Development Model through Digital Literacy Mediation to Improve SME’s Performance. Media Ekonomi Dan Manajemen, 38(1), 94. https://doi.org/10.56444/mem.v38i1.3315

Warsiman, W., Ekowati, D., Kholisoh, L., Supardi, S., & Susilawati, R. (2024). The Influence of Entrepreneurship and Digital Marketing on Sustainable Economic Development. Integrated Journal of Business and Economics, 8(1), 667. https://doi.org/10.33019/ijbe.v8i1.816

Xiong, Z., Huang, Y., & Yang, L. (2024). Rural revitalization in China: Measurement indicators, regional differences and dynamic evolution. Heliyon, 10(8), e29880. https://doi.org/10.1016/j.heliyon.2024.e29880

Yan, B., Yao, B., & Wang, Y. (2024). A study on the relationship between high-quality development of the logistics industry and rural revitalization across different levels of industrial structure. Heliyon, 10(17), e36627. https://doi.org/10.1016/j.heliyon.2024.e36627

Downloads

Published

2025-04-23

How to Cite

Daffa, F., Mukti Ali, M., Ayu Sofiati, N., Alfarisi, A. S., Luntungan, I. I. I. P., & Sakti, A. A. R. T. . (2025). Differentiation Strategy and Digital Marketing for Revitalizing Traditional Retail Stores. Dinasti International Journal of Education Management And Social Science, 6(4), 3122–3134. https://doi.org/10.38035/dijemss.v6i4.4429