Evaluating the Internal Marketing of Handicraft MSMEs' Development Based on the Hexahelix Model

Depy Muhamad Pauzy; Ristina Siti Sundari; Mehmet Gökhan Özdemir

doi:10.37641/jimkes.v13i5.3569

Authors

Depy Muhamad Pauzy Universitas Perjuangan Tasikmalaya, Indonesia
Ristina Siti Sundari Universitas Perjuangan Tasikmalaya, Indonesia
Mehmet Gökhan Özdemir Kirikkale University, Türkiye

DOI:

https://doi.org/10.37641/jimkes.v13i5.3569

Keywords:

Hexa-Helix Model, Internal Marketing Strategy, MSMEs Development, Stakeholder Synergy, Rajapolah Craft

Abstract

The handicraft sector in Rajapolah, Tasikmalaya, faced significant challenges during the coronavirus disease 2019 pandemic, impacting the economic resilience of micro, small, and medium enterprises. This study aims to evaluate how internal marketing practices, integrated with the Hexahelix model involving academia, business, community, government, media, and investors, enhance the development of these enterprises in a regional context. Employing a qualitative descriptive approach, data were collected through semi-structured interviews, observations, and document analysis from nine handicraft enterprises in Rajapolah. The findings reveal that academia, business, community, government, and media significantly contribute to internal marketing by supporting employee training, digital promotion, and market access, whereas investor engagement remains limited due to perceived risks. Effective stakeholder collaboration, particularly through digitalization and local exhibitions, improves product quality and brand visibility. This study concludes that integrating internal marketing with the Hexahelix model fosters sustainable development for handicraft enterprises, though strategies to engage investors are needed to ensure scalability.

Downloads

Download data is not yet available.

Author Biographies

Ristina Siti Sundari, Universitas Perjuangan Tasikmalaya, Indonesia

Agribusiness Study Program

Mehmet Gökhan Özdemir, Kirikkale University, Türkiye

Economics Department, EAS Faculty

References

Aburoub, A. S. (2011). Relationship between internal marketing and service quality with customers' satisfaction. International Journal of Business and Management, 6(2), 123–135.

Alifya, I., Aswat, I., & Damayanti, F. (2024). Utilizing instagram as a social commerce marketing strategy to increase MSME revenue. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1689–1696.

Calzada, I. (2020). Smart cities: Democratising smart cities? Penta-Helix multistakeholder social innovation framework. Smart Cities, 3(4), 1145–1172.

Casini, M., Bastianoni, S., Gagliardi, F., Gigliotti, M., Riccaboni, A., & Betti, G. (2019). Sustainable development goals indicators: A methodological proposal for a multidimensional fuzzy index in the Mediterranean area. Sustainability, 11(4), 1198–1215.

Cresswell, J. W. (2014). Research design: Qualitative, quantitative and mixed method approaches (4th ed.). New York: SAGE Publications.

Diandra, D., & Novlantig, A. (2018). Marketing strategy recommendation for Kiwang Kreatif Craft in Garut West Java. Journal of Business and Management, 7(3), 45–60.

Farzad, A., Nahavandi, N., & Caruana, A. (2008). The effect of internal marketing on organizational commitment in Iranian banks. American Journal of Applied Sciences, 5(11), 1480–1486.

Fauza, M. R., Santika, T., & Cintana, Z. (2022). Skema pembiayaan berbasis kekayaan intelektual: Peluang, tantangan dan solusi potensial terkait implementasinya. Jurnal Ekonomi dan Bisnis, 25(2), 301–320.

Firmansyah, D., Suryana, A., Rifa’i, A. A., Suherman, A., & Susetyo, D. P. (2022). Hexa Helix: Kolaborasi Quadruple Helix dan Quintuple Helix innovation sebagai solusi untuk pemulihan ekonomi pasca Covid-19. Jurnal Manajemen dan Bisnis Indonesia, 8(1), 75–92.

Goma, E. I., Sandy, A. T., & Zakaria, M. (2021). Analisis distribusi dan interpretasi data penduduk usia produktif Indonesia tahun 2020. Jurnal Demografi Indonesia, 10(2), 101–115.

Hidayati, F. N., Priyono, B., Stia, P., & Jakarta, L. (2024). Pengaruh social media marketing, influencer marketing dan word of mouth (WOM) terhadap minat beli pada UMKM Sprouts Farms. Jurnal Manajemen Bisnis dan Kewirausahaan, 8(1), 45–62.

Indupurnahayu, I., Safalah, M. F., & Utami, M. A. (2022). Potensi dan peluang UMKM terhadap upaya pemulihan ekonomi di Kota Bogor pada era pandemi Covid-19. Jurnal Ekonomi dan Pembangunan, 14(3), 201–218.

Iswari, H. R., Mukhlis, I., & Murwani, F. D. (2024). International distribution model for Malangan traditional mask SMEs: A glocalization strategic. Innovation Business Management and Accounting Journal, 3(2), 213–240.

Junaedi, D., Lathifa, A. N., Fitriyah, A., Fadilah, D. N., & Mardatillah, F. (2024). Peran media sosial dalam meningkatkan preferensi konsumen Mie Samyu di daerah Pakuniran Kabupaten Probolinggo. Jurnal Pemasaran dan Konsumen, 6(1), 88–103.

Kaurav, R. P. S., Paul, J., & Chowdhary, N. (2015). Effect of internal marketing on hotels: Empirical evidence for internal customers. International Journal of Hospitality Management, 46(1), 92–100.

Lemy, D. M., Teguh, F., & Pramezwary, A. (2019). Tourism development in Indonesia: Establishment of sustainable strategies. Journal of Tourism and Sustainability, 2(1), 56–72.

Lings, I. N., & Greenley, G. E. (2005). Measuring internal market orientation. Journal of Service Research, 7(3), 290–305.

Maria, V., Fauzan Hidayatullah, A., Emmelly Devy Tunning Putri, U., Sabilah, R., Nurul Mursidah, N., Putri Ramdhany, L., Aqsyal Syauqi, F., & Artikel, I. (2024). Pemanfaatan pemasaran melalui media sosial terhadap UMKM di Kota Serang. Jurnal Bisnis dan Pemasaran Digital, 5(2), 134–150.

Maryati, W. (2022). Peran perguruan tinggi dalam pemberdayaan entrepreneurship untuk mengembangkan wirausahawan menghadapi persaingan global. Jurnal Pendidikan dan Kewirausahaan, 10(3), 245–260.

Maupa, V. E. (2014). Skills retention and internship programmes: The case of engineers in Emalahleni Local Municipality. South African Journal of Human Resource Management, 12(1), 89–102.

Melany, M., Pasla, P. R. Y., Widyaningrum, S., Taneo, S. Y. M., Noya, S., & Christian, A. (2024). The Relationship between Hexa Helix and Marketing Performance of Food Product SMEs for Souvenirs: The Mediating Effect of Product Innovation and Integrated Marketing. Quality Innovation Prosperity, 28(3), 100-118.

Nicholeiska Dias, A., Yufra Menahen Taneo, S., & Adriana, E. (2023). The moderating effect of Hexa Helix on the relationship between online marketing capacity and SMEs marketing performance. Journal of Business and Economic Development, 8(2), 67–82.

Nwora, N. G., & Uzoamaka, O. E. (2017). Effects of internal marketing on customer orientation behaviour of selected hotels’ employees in Nigeria. African Journal of Business Management, 11(9), 187–196.

Octavianto, S. N., Jarot, T. B. S., Rachmadi, M. F., Adzim, F., & Eka, S. (2018). Accelerating sustainable tourism through the Hexa Helix model in Pati Regency. Journal of Tourism and Regional Development, 4(2), 45–60.

Pakpahan, A. K. (2020). Covid-19 dan implikasi bagi usaha mikro, kecil, dan menengah. Jurnal Ekonomi Indonesia, 9(1), 33–48.

Purnomo, E. P., B, A. T. F., & Setiawan, D. (2021). Penta-Helix model in sustaining Indonesia’s tourism industry. Journal of Tourism Research, 13(2), 156–172.

Rahmawati, A., Witjaksono, B., & Ramli, A. H. (2024). Employee training. employee empowerment, internal communication, employee motivation and service quality at Bank X. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1757–1784.

Roberts-Lombard, M. (2010). Employees as customers - An internal marketing study of the Avis car rental group in South Africa. African Journal of Business Management, 4(4), 341–354.

Rundle-Thiele, Y.-T. H. S. (2015). Measuring internal marketing practice: A three dimensional construct. Journal of Marketing Management, 31(5-6), 632–651.

Saputri, R. D., Anantanyu, S., & Wijianto, A. (2016). Peran penyuluh pertanian lapangan dengan tingkat perkembangan kelompok tani di Kabupaten Sukoharjo. Jurnal Penyuluhan dan Pengembangan Masyarakat, 12(2), 89–104.

Setioko, S., Fitriani, Y., & Munawaroh, K. (2021). Strategi peningkatan usaha kecil mikro dan menengah (UMKM) di era pandemi Covid-19 pada Kota Metro. Jurnal Ekonomi dan Bisnis, 23(4), 321–338.

Sidauruk, R. (2013). Peningkatan peran pemerintah daerah dalam rangka pengembangan ekonomi kreatif di Provinsi Jawa Barat. Jurnal Administrasi Publik, 5(2), 77–92.

Silvia, A. L., Anandyatiwi, I., Anggrea, S. R., Azulfatun, K., & Denny, O. R. (2024). Peran media sosial dalam pengembangan usaha mikro, kecil dan menengah (UMKM). Jurnal Komunikasi Bisnis dan Pemasaran, 6(1), 112–128.

Soesanto, H. (2017). Development of innovation project as the result of leadership training through the innovation actor collaboration model in the region. Journal of Regional Development and Innovation, 3(1), 23–38.

Susanti, S., Sinaga, D., & Perdana, F. (2018). Creative economy empowerment based on local commodity as tourism communication in Garut Regency. Journal of Tourism and Cultural Studies, 4(1), 34–49.

Temtime, Z. T., & Pansiri, J. (2004). Small business critical success/failure factors in developing economies: Some evidences from Botswana. American Journal of Applied Sciences, 1(1), 18–25.

Tuthaes, L. C., Toda, H., & Lake, P. (2024). Hexa Helix’s collaboration in creative economy development based on local wisdom: case study of Ikat Weaving MSMEs in Kupang City. Jurnal Bina Praja, 16(1), 171-185.

Uzir, M. U. H., Bukari, Z., Al Halbusi, H., Lim, R., Wahab, S. N., Rasul, T., Thurasamy, R., Jerin, I., Chowdhury, M. R. K., Tarofder, A. K., Yaakop, A. Y., Hamid, A. B. A., Haque, A., Rauf, A., & Eneizan, B. (2023). Understanding consumer perceptions of green software: A study international conference on industry sciences and computer science innovation in the online social media marketing context. Procedia Computer Science, 219(1), 156–172.

Vhikry, M., & Mulyani, A. S. (2023). Mencermati dampak digitalisasi bagi UMKM pasca pandemi Covid 19. Jurnal Ekonomi Digital, 5(2), 89–104.

Widianti, B. A., & Ghozali, I. (2024). Peran perlindungan investor sebagai moderasi hubungan tanggung jawab sosial dan efisiensi investasi (Studi empiris pada perusahaan sub sektor pakaian jadi dan tekstil di Indonesia yang terdaftar di Index Bloomberg pada tahun 2017-2021). Diponegoro Journal of Accounting, 13(1), 45–60.

Yolanda, E. (2024). Pengaruh kepemilikan manajerial dan kepemilikan institusional terhadap nilai perusahaan dengan komite audit sebagai variabel moderasi (Pada perusahaan manufaktur yang terdaftar di BEI periode 2016-2022) (Doctoral dissertation, Madiun: Universitas PGRI Madiun).

Yhonathan, I. B., Taneo, S. Y. M., & Widyaningrum, S. (2024). The Effect of Digital Marketing on SME Marketing Performance with Triple Helix as the Moderation. American International Journal of Business Management (AIJBM), 7(08).