Digitalization and Global Marketing Strategies for Yarn Knitting Crafts in Serangan Village

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in the handicraft sector in Indonesia face significant challenges in expanding their market reach globally during the digital era. This study aims to formulate digital marketing and global expansion strategies for yarn knitting artisans in Serangan Village by adapting an integrated e-commerce model. The research employs a qualitative descriptive method, relying on in-depth observations, interviews with handicraft MSME actors, and documentation of the production ecosystem. The results indicate that utilizing global e-commerce platforms (such as Etsy and Amazon Handmade) and optimizing domestic and transnational features (live streaming, affiliate programs, and local SEO) effectively broaden market penetration. Although limitations in human resource capacity regarding technological literacy and international logistics exist, continuous training and strategic collaboration with digital aggregators serve as key drivers for Serangan Village knitting products to compete internationally in a sustainable manner.