Digital Marketing Boosts Tempe Chip Sales in Rural Lampung, Indonesian Study Finds
A 2026 study by researchers from Universitas Nahdlatul Ulama Lampung found that digital marketing strategies significantly helped increase sales of tempe chips produced by a small home industry in Rekso Binangun Village, Central Lampung. The research, conducted by Sinta Kamila, Harto, Diky Angga Hendrawan, and Dina Nadiyah Faiqoh, revealed that the use of social media, messaging applications, and e-commerce platforms enabled a local micro-enterprise to reach wider markets and improve business competitiveness in the digital economy.
The study was published in the Indonesian Journal of Economic & Management Sciences (IJEMS) and focused on the digital transformation of “Keripik Tempe Ibu Hartati,” a small-scale tempe chip business operating in Rekso Binangun Village, Rumbia District, Central Lampung Regency.
Researchers found that platforms such as Facebook, Instagram, WhatsApp Business, and Shopee played a major role in expanding product visibility, improving communication with customers, and increasing product sales beyond the local village market.
The findings reflect a broader trend in Indonesia’s digital economy, where micro, small, and medium enterprises (MSMEs) increasingly depend on digital platforms to survive and compete.
Digitalization Changes How Small Businesses Operate
Indonesia’s MSME sector is one of the country’s largest economic drivers. Small businesses contribute significantly to employment, household income, and regional economic growth.
However, many traditional rural businesses still face challenges such as:
- Limited market access
- Low promotional budgets
- Manual business operations
- Limited technological skills
- Strong competition from larger brands
The researchers noted that consumer behavior has changed rapidly in the digital era. Many buyers now search for products online before making purchasing decisions.
As a result, businesses that fail to adopt digital marketing strategies risk losing visibility and market opportunities.
According to Sinta Kamila and the research team from Universitas Nahdlatul Ulama Lampung, digital marketing offers MSMEs an affordable way to reach larger audiences without geographical limitations.
Research Focused on Tempe Chip MSME in Lampung
The study used a qualitative case study approach to examine how digital marketing strategies affected sales performance at Keripik Tempe Ibu Hartati.
Researchers conducted:
- Direct field observations
- Interviews with business owners
- Documentation analysis
- Observations of online marketing activities
The business, established in 2023 by Salamun and Hartati, produces traditional tempe chips using manual processing methods at a home-based production facility.
The MSME employs family labor and local workers while serving regular customers from surrounding areas.
Researchers observed the business transition from conventional offline sales to digital marketing beginning in 2024.
Before digitalization, sales were limited to:
- Local neighborhoods
- Traditional markets
- Small village shops
- Word-of-mouth promotion
The business later adopted Facebook, Instagram, WhatsApp Business, and Shopee to promote products and process customer orders online.
Sales Increased Through Instagram Promotion
One of the clearest indicators of digital marketing success appeared in the business’s Instagram sales data.
The study documented a steady increase in sales volume after the business actively used Instagram for promotion.
Sales increased from:
- 2 kilograms in March
- 8 kilograms in April
- 12 kilograms in May
- 14 kilograms in June
- 15 kilograms in July
- 17 kilograms in August
- 19 kilograms in September
- 23 kilograms in October
- 25 kilograms in November
The findings suggest that social media exposure significantly expanded customer reach and purchasing activity.
Researchers also found that digital platforms improved communication speed between sellers and buyers, making transactions more efficient.
Social Media and Marketplace Platforms Became Key Sales Channels
The study identified several digital tools that contributed to sales growth.
Facebook and Instagram
The business used Facebook and Instagram to:
- Upload product photos
- Share pricing information
- Promote product quality
- Introduce the brand to new customers
Visual content helped attract consumers beyond the immediate local community.
WhatsApp Business
WhatsApp Business became an important communication channel for:
- Receiving orders
- Responding to customer questions
- Managing transactions
- Providing faster customer service
Shopee Marketplace
The MSME also joined Shopee to access broader regional markets.
Researchers found that marketplace platforms allowed the business to reach customers outside Central Lampung while increasing product credibility through online visibility.
MSMEs Still Face Major Digital Challenges
Despite positive sales growth, the study identified several obstacles that continue to limit digital transformation among rural MSMEs.
The main challenges include:
- Limited digital literacy
- Lack of social media management skills
- Difficulty creating attractive promotional content
- Limited capital
- Unstable soybean prices
- Inadequate production equipment
- Limited access to reliable internet and smartphones
According to the study, many rural MSME owners still use digital marketing at a basic level and require additional training to fully utilize online business opportunities.
Researchers emphasized that technological adoption alone is not enough without improvements in digital skills and business management capacity.
Product Quality and Affordable Pricing Remain Important
The study also highlighted that digital marketing success depends on product quality and pricing strategy.
Keripik Tempe Ibu Hartati maintained several competitive advantages, including:
- Crispy texture and consistent taste
- Affordable pricing
- Attractive packaging
- Halal certification from the Indonesian Ulema Council (MUI)
- Traditional production identity
The business adopted the classic “4P marketing mix” strategy:
- Product
- Price
- Place
- Promotion
Researchers concluded that combining digital promotion with quality products helped strengthen the MSME’s market position.
Implications for Indonesia’s MSME Sector
The findings have broader implications for Indonesia’s rural economic development and digital transformation policies.
The research suggests that digital marketing can become a low-cost growth strategy for small businesses, especially in rural areas with limited access to conventional marketing infrastructure.
The researchers recommend:
- Expanding digital literacy training for MSMEs
- Improving internet access in rural areas
- Supporting affordable digital tools for small businesses
- Encouraging e-commerce participation
- Providing marketing and content creation education
According to Sinta Kamila and colleagues from Universitas Nahdlatul Ulama Lampung, digital marketing now plays a strategic role in ensuring MSME sustainability in Indonesia’s increasingly competitive economy.
Author Profiles
- Sinta Kamila: Researcher in entrepreneurship and digital business development at Universitas Nahdlatul Ulama Lampung.
- Harto: Academic researcher specializing in business strategy and MSME development at Universitas Nahdlatul Ulama Lampung.
- Diky Angga Hendrawan: Researcher focusing on entrepreneurship, marketing strategy, and local economic development at Universitas Nahdlatul Ulama Lampung.
- Dina Nadiyah Faiqoh: Academic and researcher specializing in digital marketing and MSME sustainability at Universitas Nahdlatul Ulama Lampung.
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