THE EFFECTIVENESS OF GOOGLE MY BUSINESS AS A DIGITAL MARKETING TOOL TO ENHANCE VISIBILITY AND CUSTOMER ENGAGEMENT OF CATERING MSME DAPUR BU DEDEK IN DELI SERDANG REGENCY, INDONESIA
DOI:
https://doi.org/10.62207/a2aggk66Keywords:
Google My Business, Digital Marketing, Customer Engagement, MSMEs, IndonesiaAbstract
The rapid advancement of digital technologies has transformed how micro, small, and medium enterprises (MSMEs) engage with customers and maintain competitiveness in increasingly dynamic markets. Despite this trend, many MSMEs in Indonesia continue to face challenges in adopting effective digital marketing strategies that enhance visibility and customer interaction. This study aims to examine the effectiveness of Google My Business (GMB) as a digital marketing tool for improving visibility and customer engagement in the catering MSME Dapur Bu Dedek, located in Deli Serdang Regency, Indonesia. Employing a qualitative case study approach, the research utilized secondary data derived from six months of GMB performance reports to analyze patterns of customer engagement and platform-driven interactions. The findings reveal that GMB significantly contributes to strengthening the enterprise’s digital presence by generating substantial profile views, navigation requests, and direct interactions, with mobile-based access accounting for the majority of engagement. These results suggest that GMB not only facilitates visibility but also fosters meaningful customer connections that are critical for sustaining business growth. The study contributes to the growing body of literature on digital marketing adoption in MSMEs by emphasizing the strategic role of GMB in shaping consumer engagement behaviors. In practical terms, the research provides actionable insights for MSME owners and policymakers on optimizing digital platforms to enhance competitiveness and resilience in the digital economy.
References
Agyekum, F. O., Singh, S., & Bokpin, G. A. (2020). Mobile technology and micro-business performance: Evidence from developing countries. Journal of Small Business and Enterprise Development, 27(6), 889–906. https://doi.org/10.1108/JSBED-01-2020-0020
Akpan, I. J., Soopramanien, D., & Kwak, D. H. (2020). Cutting-edge technologies for small business and innovation in the era of COVID-19 global health pandemic. Journal of Small Business & Entrepreneurship, 32(5), 1–13. https://doi.org/10.1080/08276331.2020.1799294
Atika, A. (2023). The effect of digital marketing and knowledge management on the marketing sustainability of MSMEs in Indonesia. The Eastasouth Management and Business. https://doi.org/10.58812/esmb.v2i01.141
Bengtsson, M. (2016). How to plan and perform a qualitative study using content analysis. NursingPlus Open, 2, 8–14. https://doi.org/10.1016/j.npls.2016.01.001
Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Dewi, N. K., & Sari, P. K. (2022). Consumer behavior in MSMEs: The role of location and convenience in digital transactions. Jurnal Manajemen dan Pemasaran Jasa, 15(1), 101–114. https://doi.org/10.25105/jmpj.v15i1.11943
Dinanti, M. D., Nafi’udin, R., Maryam, D., Hati, M. R., Mukti, R. H., & Malasari, S. (2025). Pendampingan UMKM: Pembuatan NIB, branding, dan digitalisasi melalui Google Maps di Dusun Sabatan. Masyarakat Berkarya: Jurnal Pengabdian dan Perubahan Sosial. https://doi.org/10.62951/karya.v2i1.1174
Eze, S. C., Chinedu-Eze, V. C., Bello, A. O., Inegbedion, H., Nwanji, T., & Asamu, F. (2021). Factors influencing the use of digital marketing by SMEs during COVID-19 pandemic. Journal of Small Business and Enterprise Development, 28(6), 1023–1047. https://doi.org/10.1108/JSBED-02-2021-0062
Fitriasari, F. (2020). How do small and medium enterprises (SME) survive the COVID-19 outbreak? Jurnal Inovasi Ekonomi, 5(2), 53–62. https://doi.org/10.22219/jiko.v5i3.11838
Handayani, T., Suprapto, E., & Widodo, B. (2020). Utilization of Google My Business in increasing the visibility of micro, small, and medium enterprises. Jurnal Pengabdian Kepada Masyarakat, 5(2), 77–85. https://doi.org/10.30653/002.202052.88
Hidayat, R., Munawar, A., & Rahmah, H. (2022). Digital customer behavior: Shifts in communication preferences of MSME consumers. Jurnal Manajemen dan Kewirausahaan, 24(1), 15–27. https://doi.org/10.9744/jmk.24.1.15-27
Hidayati, W., & Sitompul, M. G. (2022). Hybrid channel: MSME collaboration in digital marketing in post COVID-19. South Asian Journal of Social Studies and Economics. https://doi.org/10.9734/sajsse/2022/v16i3612
Huda, F. A., & Praswati, A. (2024). Enhancing customer relationship management in MSMEs: The impact of social media marketing on performance marketing. Proceeding ISETH. https://doi.org/10.23917/iseth.3839
Hutagalung, J., Siagian, V., & Lumbanraja, P. (2021). Google My Business utilization in MSME marketing during the pandemic. Jurnal Ekonomi dan Bisnis, 24(1), 35–44. https://doi.org/10.35760/eb.2021.v24i1.1123
Johnston, M. P. (2017). Secondary data analysis: A method of which the time has come. Qualitative and Quantitative Methods in Libraries, 3(3), 619–626. http://www.qqml.net/index.php/qqml/article/view/169
Judijanto, L., Wendy, S., Rukmana, A., Kaniawati, K., Karneli, O., & Jakarta, I. (2024). The effect of organizational culture, digital marketing strategy, service quality, and environmental sustainability on customer satisfaction of MSME products in Indonesia. Jurnal Riset Ekonomi Manajemen (REKOMEN). https://doi.org/10.31002/rekomen.v6i2.1177
Kharisma, F. (2024). Improving customer engagement of food and beverage MSMEs through e-commerce and content marketing training. International Journal of Multidisciplinary Research and Analysis. https://doi.org/10.47191/ijmra/v7-i08-46
Kurniawan, A., Susanti, R., & Wulandari, R. (2021). Google Maps as a marketing strategy for local MSMEs in Indonesia. Jurnal Administrasi Bisnis, 10(2), 55–64. https://doi.org/10.31599/jab.v10i2.671
Marwick, A. E. (2019). The algorithmic self. The International Encyclopedia of Communication Theory and Philosophy, 1–8. https://doi.org/10.1002/9781118766804.wbiect111
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16(1), 1–13. https://doi.org/10.1177/1609406917733847
Nugroho, H., Suryani, I., & Wibowo, A. (2021). Digital visibility and customer engagement through Google My Business: Evidence from SMEs in Central Java. Jurnal Ekonomi dan Bisnis, 24(2), 145–160. https://doi.org/10.35760/eb.2021.v24i2.1352
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42, 533–544. https://doi.org/10.1007/s10488-013-0528-y
Parahiyanti, C. R., & Prasasti, A. (2021). Engage your customers during the pandemic: The impact of social media–Instagram usage to MSMEs in Indonesia. International Journal of Multicultural and Multireligious Understanding, 8(6), 328–335. https://doi.org/10.18415/IJMMU.V8I6.2711
Prabantoro, G., Mais, R., Megayani, M., Mustika, M., Ardheta, P. A., Faruqi, F., Anthonio, D. S., Kawung, G. M. V., & Siwu, H. F. (2024). Digital marketing optimization: Empowering market growth for MSMEs in Kahuku Village, East Likupang. Entrepreneurship and Community Development. https://doi.org/10.58777/ecd.v2i1.226
Purnomo, M., & Septianto, A. (2022). Mobile-first strategies for MSMEs: Adapting digital marketing to consumer behavior. Jurnal Teknologi Informasi dan Bisnis, 10(1), 33–45. https://doi.org/10.36040/jtib.v10i1.3709
Putra, R. Y., & Utami, D. A. (2021). MSMEs and digital transformation: A research agenda for post-pandemic recovery. Jurnal Ilmu Manajemen, 9(3), 415–428. https://doi.org/10.32502/jimn.v9i3.3541
Rahman, A., Nurhasanah, I., & Pratama, M. (2020). Seasonal effects in customer interactions with MSME digital platforms: Evidence from Indonesia. Jurnal Ekonomi Pembangunan, 21(2), 99–112. https://doi.org/10.23917/jep.v21i2.9720
Sari, D., & Fitria, N. (2021). Digital transformation of MSMEs: Themes in visibility and customer interaction. Jurnal Ekonomi dan Bisnis Islam, 7(1), 33–47. https://doi.org/10.20473/jebis.v7i1.23988
Setiadi, A., & Paramita, D. (2020). Digital marketing and MSME competitiveness in the Indonesian economy. Jurnal Ekonomi dan Pembangunan Indonesia, 21(2), 201–212. https://doi.org/10.21002/jepi.v21i2.1123
Suryana, Y., Kurnia, D., & Sari, M. (2021). Search engine optimization strategies for food and catering MSMEs: A study on keyword-based consumer engagement. Jurnal Riset Ekonomi dan Bisnis, 14(1), 55–70. https://doi.org/10.34209/jreb.v14i1.923
Susanti, E., Handayani, S., & Ramadhan, R. (2022). Challenges in MSME digital adoption: Evidence from Indonesian food businesses. Jurnal Bisnis dan Manajemen, 23(1), 87–96. https://doi.org/10.24912/jbm.v23i1.12930
Tanjung, S. M., Abdillah, M. O., Rayhannur, M. J., Melsya, L., Rusdy, F., Lubis, A., & Usiono, U. (2023). Pemanfaatan Google My Business sebagai alat promosi UMKM pada pembuatan tempe di Desa Paya Gambar. Jurnal Pengabdian Nasional Indonesia. https://doi.org/10.35870/jpni.v4i3.443
Tripathi, S., & Sharma, S. (2022). Role of digital platforms in promoting micro, small and medium enterprises (MSMEs) in India: A content analysis approach. Journal of Content, Community & Communication, 15(8), 24–32. https://doi.org/10.31620/JCCC.06.22/03
Utomo, R., Wicaksono, H., & Saputra, T. (2023). Digital engagement through mobile devices in the Southeast Asian MSME sector. Asian Journal of Business and Management, 11(2), 120–131. https://doi.org/10.13189/ajbm.2023.110212
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Sage Publications. https://us.sagepub.com/en-us/nam/case-study-research-and-applications/book250150
Yulistiawan, B. S., Wirawan, R., Nugrahaeni, C., & Indarso, A. O. (2022). Development of MSMEs’ potential through digital marketing in Pabean Udik Village, Indramayu Regency. Community Empowerment. https://doi.org/10.31603/ce.8212
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Ihsan Iskandar (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
