Digital Product Bundling as a Marketing Strategy for Home-Based Food SMEs: Evidence from Social Media Implementation in Indonesia

Authors

  • Adinda Fitri Nurcahyani Department of Islamic Financial Management, Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung
  • Fitria Riza Shafira Department of Islamic Financial Management, Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung
  • Aprilia Qori Aina Lestari Department of Islamic Financial Management, Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung
  • Dian Murni Setiawati Department of Islamic Financial Management, Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung

DOI:

https://doi.org/10.26905/jrei.v6i2.16678

Keywords:

Digital marketing, Home-based food SMEs, Product bundling, Small and medium-sized enterprises, Social media marketing

Abstract

This study examines the implementation of digital product bundling as a marketing strategy in a home-based food small and medium-sized enterprise (SME) in Indonesia. Using a descriptive qualitative approach, the research explores changes in marketing practices before and after the adoption of bundling strategies promoted through social media. Data were collected through in-depth interviews, observations, and focus group discussions with business owners and involved actors, and were analyzed using thematic analysis supported by a Planning of Action framework. The findings indicate that product bundling combined with social media marketing enhances product visibility, expands market reach, and strengthens consumer engagement through integrated offerings and improved packaging. However, the implementation also faces operational challenges, including production capacity constraints, labor limitations, and distribution inefficiencies. This study contributes to the literature on SME digital marketing by highlighting product bundling as a practical and adaptive strategy for home-based food enterprises in emerging economies. The results provide managerial insights for SMEs seeking to improve competitiveness through low-cost digital marketing strategies.

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Published

2025-08-31

Issue

Vol. 6 No. 2 (2025): Agustus 2025

Section

Articles

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