DIGITAL MARKETING STRATEGY TO IMPROVE INTERNATIONALMARKETING PERFORMANCE OF DWI KRISTY MUTIARA SMEs

Abstract

This community service article develops a practical digital marketing strategy for Dwi Kristy Mutiara, a pearl-jewelry small and medium enterprise in Mataram, Lombok, to strengthen its international marketing performance. The program is designed as an applied case-based intervention using a preliminary digital-footprint review, partner needs assessment, literature synthesis, participatory training, strategic co-design, and a performance-monitoring plan. The initial diagnosis indicates that international growth cannot be achieved merely by increasing social-media posting. The enterprise needs a clearly prioritized foreign market, a bilingual and trust-building digital catalogue, consistent product specifications, stronger Lombok-origin storytelling, an integrated conversion system, export-ready pricing and logistics, and measurable customer data. The proposed strategy integrates international segmentation and positioning, a digital customer funnel, social commerce, cross-border marketplaces, the official InaExport business-to-business directory, international buyer development, and a weekly marketing dashboard. A phased 180-day roadmap is presented to build digital foundations, validate foreign-market demand, conduct limited channel experiments, and scale only the combinations of market, product, message, and channel that demonstrate acceptable conversion and contribution margins. The article contributes an implementable framework for craft SMEs seeking to transform local cultural value into credible, discoverable, and measurable international market offerings without requiring complex technology or excessive promotional spending.