relation: http://repository.upi.edu/141671/
title: FAMILY ECONOMIC STRATEGIES THROUGH DIGITAL MARKETING: A Qualitative Study of Home-Based   Businesses
creator: Puti Az-Zahra, -
creator: Asep Saepudin, -
creator: Yanti Shantini, -
creator: Purnomo, -
subject: HC Economic History and Conditions
subject: HF Commerce
subject: L Education (General)
description: This study examines family economic strategies through digital marketing implementation in home-based   businesses within community-based empowerment frameworks. Using a qualitative case study approach in   Ibun District, Bandung Regency, West Java, this research involved 2 home-based business operators from the   Local Hero women's community, selected through purposive sampling. Data collection employed triangulated   methods including in-depth interviews, direct observation, and documentation analysis of digital marketing   activities. Findings reveal that home-based businesses have evolved from supplementary income sources to   primary economic pillars for family sustainability. Digital marketing strategies demonstrate sophisticated   adaptation utilizing integrated platforms (WhatsApp Business, Facebook, and Shopee) with systematic   approaches including visual content optimization, strategic promotional timing, and sustained customer   engagement of 2-4 interactions weekly. Family involvement transcends labor distribution, creating   collaborative entrepreneurial ecosystems that reinforce social cohesion and intergenerational knowledge   transfer. The Local Hero community functions as a critical enabler, providing structured learning frameworks,   peer experience sharing, and digital marketing networks that strengthen family economic positioning. This   research contributes to theoretical understanding of community-mediated digital transformation in family   economies and offers practical frameworks for scaling technology-based economic empowerment initiatives in   similar socio-economic contexts.
date: 2025-08-29
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: http://repository.upi.edu/141671/1/TA_ART_S_PENMAS_1801267_ART.pdf
format: text
language: en
identifier: http://repository.upi.edu/141671/2/TA_ART_S_PENMAS_1801267_SK%20.pdf
identifier:   Puti Az-Zahra, - and Asep Saepudin, - and Yanti Shantini, - and Purnomo, -  (2025) FAMILY ECONOMIC STRATEGIES THROUGH DIGITAL MARKETING: A Qualitative Study of Home-Based Businesses.  S1 thesis, Universitas Pendidikan Indonesia.   
relation: https://ejournal.unp.ac.id/index.php/pnfi/article/view/135286