Integration Strategy of Digital and Conventional Marketing to Enhance the Competitiveness of Haratea SME Based on North Sulawesi Local Wisdom

Abstract

Digital transformation has fundamentally reshaped the marketing landscape for Micro, Small, and Medium Enterprises (MSMEs). Nevertheless, conventional marketing continues to play a strategic role, particularly for businesses that emphasize local wisdom as a core element of their product identity. Haratea is a start-up MSME based in Manado, North Sulawesi, Indonesia, that produces herbal tea made from banana leaves (Musa spp.) by integrating digital and conventional marketing strategies to expand market reach while preserving local cultural values. This study aims to: (1) analyze the digital marketing strategies implemented by Haratea; (2) describe its conventional marketing strategies; (3) examine the integration of both approaches as a holistic marketing ecosystem; and (4) identify the supporting and inhibiting factors affecting their implementation. The research employed a qualitative approach using a single case study design. Data were collected through semi-structured in-depth interviews, participant observation, and document analysis, and were analyzed using the interactive data analysis model developed by Miles and colleagues. The findings are expected to demonstrate that integrating digital and conventional marketing strategies based on local wisdom can enhance brand awareness, expand market reach, strengthen customer loyalty, and support the long-term sustainability of locally based MSMEs. Furthermore, this study contributes to the development of an integrated marketing framework for MSMEs by highlighting the strategic use of regional resources and local cultural identity as a source of sustainable competitive advantage.