Strategi Pasar Sasaran UMKM di Madura: Sebuah Kajian Sistematis Literatur

Micro, Small, and Medium Enterprises (MSMEs) in Madura serve as a crucial pillar of the local economy and play a vital role in maintaining the region’s social and cultural fabric. Despite their importance, MSMEs continue to face various structural hurdles, including restricted market access, limited digital skills, and a lack of capacity to transform local knowledge into products with commercial value. This research utilizes a Systematic Literature Review (SLR) approach to explore and compile contextually relevant target market strategies tailored to MSMEs in Madura. The review encompasses a variety of national and international scholarly works that examine marketing strategies aligned with both local characteristics and global market trends. The study identifies three prominent strategies frequently employed by MSMEs in Madura: (1) community-driven marketing approaches that rely on social networks and mutual trust within local communities; (2) market segmentation coupled with digital adoption to reach broader audiences through online platforms; and (3) product innovation based on cultural uniqueness, such as traditional cuisine, artisanal crafts, and Madurese batik. While each strategy holds promising potential, they also pose specific implementation challenges that necessitate joint efforts from government bodies, academic institutions, and technology stakeholders. The research concludes by proposing the development of an adaptive strategic framework that combines these approaches to boost product competitiveness while preserving the cultural identity and sustainability of the local economy.