Digital Marketing Governance for Enhancing MSME Sales Performance in Malang, Indonesia

Fullchis Nurtjahjani; Galih Putra Riatma; Ade Ismail; Ane Fany Novitasari

doi:10.55227/ijhess.v6i2.2522

Authors

Fullchis Nurtjahjani Department of Business Administration, Politeknik Negeri Malang, Indonesia
Galih Putra Riatma Department of Electronics Technology, Politeknik Negeri Malang, Indonesia
Ade Ismail Department of Information Technology, Politeknik Negeri Malang, Indonesia
Ane Fany Novitasari Department of Business Administration, Politeknik Negeri Malang, Indonesia

DOI:

https://doi.org/10.55227/ijhess.v6i2.2522

Abstract

The Melati MSME Association in Malang faces challenges with manual marketing governance, leading to data inaccuracy, weak coordination, and potential income manipulation. This study aims to develop a digital-based marketing governance application to enhance transparency, accountability, and sales. The method used is Research and Development (R&D) with a Prototyping approach, involving 15 MSME members and 3 administrators. System testing includes Black Box Testing, System Usability Scale (SUS) questionnaires, and before-after comparative analysis. The results show that the Melati Digital application was successfully implemented with 100% of main features functioning. Technology adoption reached 86.6%, with an SUS score of 82.4 (Excellent category). Comparative analysis proves the data error rate dropped drastically from ±15-20% to <2%, and reporting efficiency increased by 90%. It is concluded that integrating technology into marketing governance effectively prevents moral hazard, strengthens good governance principles, and sustainably improves MSME sales performance transparently.

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