FINANCIAL RISK ANALYSIS IN THE DIGITAL ERA IN SALAK BUSINESS IN PINRANG (CASE STUDY ON SURYA SALAK MAJENE)

ANALISIS RISIKO KEUANGAN DI ERA DIGITAL PADA USAHA SALAK DI PINRANG (STUDI KASUS PADA SURYA SALAK MAJENE)

Abstract

This study aims to develop a contextual digital marketing model for MSMEs in the city of Medan by emphasizing the integration of digital technology and local cultural values. Employing a qualitative case study approach, the research involved ten MSME actors in the culinary sector through semi-structured interviews, participatory observation, and digital documentation analysis. Thematic analysis revealed four main themes: digitalization as a space for small business existence, honesty and locality as marketing identity, self-taught creativity as a key resource, and limited digital literacy. The findings indicate that culture-based strategies and social interaction can enhance digital trust and the competitiveness of MSMEs. Theoretically, this study strengthens the application of the Resource-Based View (RBV) and Customer Relationship Management (CRM) within a local context, while also providing a policy foundation for strengthening culture-based digital ecosystems.