A Dual-Market Strategy for Herbal SME Penetration: Digital Marketing and Logistics Efficiency in Export and Domestic Market

Fachrudin, Dudi Hendra (2026) A Dual-Market Strategy for Herbal SME Penetration: Digital Marketing and Logistics Efficiency in Export and Domestic Market. International Conference on Education, Economics, Business, Entrepreneurship, and Finance (ICEBEF), 4 (1). pp. 1-5.

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Abstract

This research examines the dual-market strategy within the herbal sector of Indonesian small and medium enterprises (SMEs). Indonesian SMEs have demonstrated steady growth in the export market; however, their domestic market penetration is constrained by cultural perceptions and inadequate marketing efforts. Logistical constraints and elevated shipping costs pose substantial challenges to sustainable export growth. This research employs a mixed-method approach to analyze three key aspects: the optimization efficiency of production and logistics to enhance export performance, the development strategies of digital marketing to address domestic consumer barriers, and the reduction of dependency on a single market through the implementation of a dual-market orientation. The findings are anticipated to demonstrate how SMEs in emerging markets can effectively balance international expansion as a source of innovative insights with domestic growth through the integration of digital transformation, cultural intelligence, and adaptive supply chain strategies. This study contributes by providing a framework for business development that links domestic and export competitiveness with SME resilience in the future. The dual-market strategy involves the export of goods, emphasizing logistics performance within the digital landscape. This approach is particularly relevant for SMEs in the herbal industry aiming to enhance logistics efficiency.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Logistics and Transport > Manajemen Logistik S1
Depositing User:	Dr. Dudi Hendra Fachrudin, S.E., M.M. ULBI
Date Deposited:	31 Aug 2026 02:34
Last Modified:	31 Aug 2026 04:31
URI:	http://eprints.ulbi.ac.id/id/eprint/4235

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