Digital Marketing Strategies to Enhance the Export Competitiveness of Songket Riau: A Case Study of Local SMEs in Bengkalis

Abstract

This study investigates how digital marketing strategies can enhance the export competitiveness of Songket Riau, using a case study of local SMEs in Bengkalis, Riau, Indonesia. Combining qualitative case-study methods with secondary literature synthesis, the research explores SMEs’ current digital practices (social media, e-commerce, content and cultural adaptation), barriers to digital adoption, and how these practices affect market access, customer relationships, and export readiness. Data sources include in-depth interviews with Songket producers and local stakeholders, document analysis, and a synthesis of recent empirical studies on SME digitalisation and export performance. Findings are expected to identify context-sensitive digital tactics (e.g., culturally adaptive content, platform selection, and GVC-oriented digital capabilities) and practical steps for upgrading Songket value chains for export. The study contributes empirically and practically by (1) mapping effective digital marketing interventions for a cultural textile product, (2) linking digital capabilities to export competitiveness in an under-researched regional setting, and (3) offering policy and managerial recommendations to support SME internationalisation.