TY  - THES
KW  - Ekonomi Digital
KW  -  Pemberdayaan Masyarakat
KW  -  Usaha Rumahan
KW  -  Strategi Ekonomi Keluarga
KW  -  Pemasaran Digital

Digital Economy
KW  -  Community Empowerment
KW  -  Home-Based Enterprises
KW  -  Family Economic Strategy
KW  -  Digital Marketing
Y1  - 2025/08/29/
ID  - repoupi141671
PB  - Universitas Pendidikan Indonesia
N2  - 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.
TI  - FAMILY ECONOMIC STRATEGIES THROUGH DIGITAL MARKETING: A Qualitative Study of Home-Based 
Businesses
A1  - Puti Az-Zahra, -
A1  - Asep Saepudin, -
A1  - Yanti Shantini, -
A1  - Purnomo, -
AV  - restricted
M1  - other
UR  - https://ejournal.unp.ac.id/index.php/pnfi/article/view/135286
N1  - ID SINTA Dosen Pembimbing 
Asep Saepudin 5994652
Yanti Shantini 5994917
Purnomo 6655363
ER  -