Digital Business Development Strategy in Samalewa Business Recycled Iron Craftin Sumbawa Regency

Alvin Juniansyah; Diah Anggeraini Hasri

doi:10.61536/escalate.v4i01.433

Authors

Alvin Juniansyah Digital Business Study Program, Faculty of Economics and Business, Sumbawa University of Technology
Diah Anggeraini Hasri Digital Business Study Program, Faculty of Economics and Business, Sumbawa University of Technology

DOI:

https://doi.org/10.61536/escalate.v4i01.433

Keywords:

Business Model Canvas, MSME Digitalization, Recycled Iron Crafts, Digital Marketing, SWOT Analysis

Abstract

In Sumbawa Regency, the creative industry is minimal (0.8% of MSMEs) amid abundant iron waste following the 2022 MXGP boosting tourism, prompting Samalewa Recycled Iron Craft—initiated by Sumbawa University of Technology students—to transform iron waste into unique crafts (wall hangings, miniatures) for a circular economy. This qualitative descriptive study aims to describe the business model, analyze digital marketing strategies, and formulate e-commerce-based development strategies; population comprises student teams and campus stakeholders with purposive sampling; instruments include internal-secondary document analysis, techniques employ Business Model Canvas (BMC) and SWOT. Results reveal an innovative BMC (affordable recycled materials, custom designs), marketing via social media-marketplaces-content; SWOT identifies low-cost strengths, limited capacity weaknesses, eco-trend opportunities, import threats. The study concludes with recommendations for e-commerce optimization, digital branding, and payment integration to enable national expansion.

Downloads

Download data is not yet available.

References

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education Limited.

Creswell, J. W., & Poth, C. N. (2021). Qualitative inquiry and research design: Choosing among five approaches (5th ed.). SAGE Publications.https://doi.org/10.1177/1077800418819379

Emzir. (2023). Qualitative research methodology: Data analysis techniques. Prenada Media Group.

Laudon, K.C., & Traver, C.G. (2020). E-commerce 2020: Business, technology, society (Global ed.). Pearson.

Moleong, LJ (2017). Qualitative research methodology (Revised Edition). PT Remaja Rosdakarya.

Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.

Prasojo, A., & Lestari, YD (2025). Strategy for utilizing e-commerce to increase the export competitiveness of craft MSMEs in Indonesia. Maeswara: Journal of Management and Entrepreneurship Research, 3(4), 134–142.https://doi.org/10.61132/maeswara.v3i4.2107

Rangkuti, F. (2016). SWOT Analysis: A Technique for Dissecting Business Cases. Gramedia Pustaka Utama.

Rokhmania, N., Harsono, S., Lutfi, L., Poerwanti, RP, & Belinda, Y. (2023). Digital marketing for MSMEs: A case study of Batik Era Krisna. KeDayMas Journal: Partnership and Community Empowerment, 3(1), 25–39.https://doi.org/10.14414/kedaymas.v3i1.3520

Selvinia, D. (2025). Digitalization of craft MSMEs through the Business Model Canvas approach. Journal of Management and Entrepreneurship.

Sugiyono. (2019). Quantitative, qualitative, and R&D research methods. Alfabeta.

Sugiyono. (2022). Qualitative research methods: A descriptive approach. Alphabet.

Sudaryono. (2021). Qualitative data analysis in social research. Student Library.

Sutanty, M., et al. (2022). Development of MSME-based creative industries in Sumbawa Regency. Journal of Local Economics.

Utami, MR, Afif, N., & Mujib, M. (2025). Empowering bamboo craftsmen MSMEs through digital marketing training in Kembangkuning Village, Magelang. Jurnal Abdimas Ilmiah Citra Bakti, 6(3), 1005–1014.https://doi.org/10.38048/jailcb.v6i3.5445

Vania, A., & Fikriah, NL (2025). The impact of creative digital marketing on the sustainability of MSME businesses: A mediating role of marketing performance. Scientific Journal of Management and Business, 8(2).https://doi.org/10.38043/jimb.v8i2.4546

Wilujeng, IP, Wahyudi, HD, Zutiasari, I., Wiyana Putri, FS, & Septi Rahayu, AP (2025). Digitalization of circular economy-based craft product MSMEs through the BiruMarket website: A case study of UD Semar Biru. JDISTIRA: Journal of Innovation and Technology Service to the Community, 5(2).https://doi.org/10.58794/jdt.v5i2.1501

Yudianto, BR, Trilaksono, T., Setiawati, IB, Wijanarti, SW, & Suhartanto, E. (2024). Strategies for SME digital ecosystem in Indonesian metal industry. International Research Journal of Business Studies, 15(1), 63–77.https://doi.org/10.21632/irjbs.15.1.63-77