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Digital Business Strategy and Implementation to Enhance the Competitiveness of a Fresh Cow’s Milk Business: A Case Study of Susu Sapi Murni Ngalam

  • M. Rizal Iramawan Saputra1*
  • Munawir2
1,2 Universitas Bali Internasional Muhammadiyah
* Corresponding Author: M. Rizal Iramawan Saputra

Abstract

The advancement of digital technology compels Micro, Small, and Medium Enterprises (MSMEs) to adapt to shifting consumer behaviors and business competition by integrating technology into their business operations. This presents a challenge for "Susu Sapi Murni Ngalam" (a local fresh cow's milk business), which previously relied on conventional marketing methods, resulting in limited market reach and suboptimal customer interaction. This study aims to analyze the strategies and implementation processes of digital business practices at Susu Sapi Murni Ngalam, and to identify their contribution to enhancing the business's competitiveness. Data were collected through observation, interviews, and documentation of operational and marketing activities, then analyzed using a process of data condensation, data display, and conclusion drawing and verification. The findings indicate that the implementation of digital business practices involves utilizing social media for promotion and communication, employing online marketplaces and delivery services to expand market access and facilitate transactions, and developing a brand identity to strengthen the business's image. The use of instant messaging applications further supports customer communication and service. These strategies have contributed to broader market reach, streamlined transactions, improved customer interaction, and a stronger brand identity—all of which enhance the business's competitiveness. However, the implementation process faces several obstacles, including limited human resources, low digital literacy, challenges in maintaining consistent digital media management, and suboptimal customer data management. Consequently, there is a need to improve digital competencies, implement more systematic customer data management, and conduct periodic evaluations of the effectiveness of digital marketing strategies. This study offers a practical contribution by detailing the digital business implementation process within a local-scale fresh milk enterprise, demonstrating that digitalization can serve as a key adaptation strategy for MSMEs to expand their market presence and bolster competitiveness in the digital economy.

Keywords

Digital business Digital marketing MSMEs Competitiveness Fresh cow's milk

How to Cite

Citation Format
Iramawan Saputra, M. R., & Munawir, M. (2026). Digital Business Strategy and Implementation to Enhance the Competitiveness of a Fresh Cow’s Milk Business: A Case Study of Susu Sapi Murni Ngalam. International Journal of Management Science and Information Technology, 6(2), 2942-2951. https://doi.org/10.35870/ijmsit.v6i2.8386

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Author Biographies

M. Rizal Iramawan Saputra, Universitas Bali Internasional Muhammadiyah

Digital Business Study Program, Faculty of Economics, Business and Law, Universitas Bali Internasional Muhammadiyah, Denpasar City, Bali Province, Indonesia

Munawir, Universitas Bali Internasional Muhammadiyah

Digital Business Study Program, Faculty of Economics, Business and Law, Universitas Bali Internasional Muhammadiyah, Denpasar City, Bali Province, Indonesia

License

Copyright (c) 2026 M. Rizal Iramawan Saputra, Munawir

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This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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