New E-Marketing Strategies Through Big Data Optimization in Fisheries MSMEs

The shift towards digitalization in recent times has significantly impacted the maritime and fisheries sector, particularly Micro, Small, and Medium Enterprises (MSMEs), as they navigate through post-pandemic market challenges. This study investigates the utilization of big data to enhance the marketing efficacy of MSMEs in the fisheries industry. Employing a quantitative approach, the research engaged with over 510 respondents from fisheries MSMEs, utilizing purposive sampling. The findings indicate that new e-marketing strategy through big data optimization proves effective in enhancing sales, brand awareness, and customer retention, with a key emphasis on sustainability. Furthermore, responsiveness to market dynamics and the incorporation of e-marketing strategy within the Blue Economy are suggested as innovative approaches to address post-pandemic market shifts.