Designing a Digital Marketing Information System Strategy for MSMEs in the Fisheries Sector: A Contextual Framework from Eastern Indonesia

Abstract

Introduction: Micro, small, and medium enterprises (MSMEs) in the fisheries sector face increasing pressure to adopt digital strategies to enhance market reach, operational efficiency, and resilience. However, many of these enterprises, particularly in emerging regions like Eastern Indonesia, struggle to integrate digital marketing tools into a cohesive system. This study addresses the need for a context-specific digital marketing information system (DMIS) tailored to the realities of resource-constrained MSMEs.

Objectives: This research aims to design a contextual strategy framework for digital marketing information systems by identifying the enabling factors, technological barriers, and actor collaborations influencing DMIS adoption among fisheries-based MSMEs.

Methods: Using a qualitative exploratory approach, the study involved in-depth interviews with MSME owners, government officials, academic experts, and digital marketing practitioners in Kupang, Indonesia. Thematic analysis was applied to extract patterns, and findings were structured into a conceptual framework that integrates insights from actor-network theory and the triple helix model.

Results: Findings reveal that while most MSMEs demonstrate enthusiasm for digital tools, low digital literacy and the absence of integrated systems hinder full adoption. The research identifies four core components for designing a DMIS strategy: platform readiness, actor collaboration, digital capability development, and adaptive information flows. The resulting framework proposes a multi-actor, scalable system tailored to local constraints.

Conclusions: A digital marketing information system for MSMEs in the fisheries sector must be adaptive, actor-driven, and rooted in local realities. Collaboration among stakeholders and systematic capability building are essential for sustainable implementation. The study offers practical insights for policymakers and IS practitioners aiming to accelerate MSME digital transformation.