Integrating Business Model Canvas and Digital Marketing to Improve the Sales Sustainability of Frozen Food MSMEs: A Study of Jaci Frozen Food Balikpapan
Abstract
This study aims to analyze the business model of Jaci Frozen Food MSMEs using the Business Model Canvas (BMC) framework and to understand the role of digital marketing in supporting the sustainability and stability of sales in the context of the Balikpapan local market. This research uses a qualitative descriptive approach with data collection through interviews, observation, and documentation. The research informants consisted of business owners, sales admins, and active customers selected using purposive sampling. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions, by mapping the findings into the nine elements of the Business Model Canvas. The results of the study show that the Jaci Frozen Food business model has been implemented in a real way and is integrated between BMC elements. The customer segment is focused on productive age consumers with practical food needs for routine household consumption. The value proposition offered is in the form of frozen food products that are practical, hygienic, halal, have a home-like taste, and are affordable. The use of digital channels, particularly WhatsApp and Instagram, plays an important role not only as a promotional medium, but also as a means of transaction and communication that supports repeat purchases. Customer relationships are built through quick response, personal communication, and consistent service, thus encouraging customer loyalty. Business revenue is dominated by digital sales with repeat purchase patterns, while the largest cost structure comes from raw materials and cold chain operations. This research confirms that digital marketing in MSMEs will be effective if it is fully integrated with the business model, and supported by resource readiness and operational activities. The research findings are expected to serve as a reference for MSMEs in designing sustainable business models and digital marketing strategies.
Downloads
References
Astro, Y. T. K. (2022). The use of marketing mix and business model canvas to improve sales performance in MSME (Case study: Waroeng 17). International Journal of Current Science Research and Review, 05(04). https://doi.org/10.47191/ijcsrr/V5-i4-56
Csordás, A., Pancsira, J., Lengyel, P., Füzesi, I., & Felföldi, J. (2022). The potential of digital marketing tools to develop the innovative SFSC players’ business models. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 122. https://doi.org/10.3390/joitmc8030122
Eka Putra, W., Rizky Fadilah, A., Panjaitan, D., & Nisa, K. (2025). Analisis penggunaan bisnis model canvas pada usaha mikro, kecil dan menengah (UMKM): A systematic literature review. Bahtera Inovasi, 9(1), 45–53. https://doi.org/10.31629/Bi.V9i1.7265
Fakieh, B., AL-Malaise AL-Ghamdi, A. S., & Ragab, M. (2022). The effect of utilizing business model canvas on the satisfaction of operating electronic business. Complexity, 2022(1), 1649160. https://doi.org/10.1155/2022/1649160
Gupta, S. (2024). Creating a digital marketing strategy for a SME engaged in software sales [Master’s thesis]. Theseus. http://www.theseus.fi/handle/10024/870853
Insana, D. R. M. (2020). Penerapan model canvas, marketing mix dan teknologi informasi untuk peningkatan pemasaran dan penjualan (pengabdian kepada masyarakat untuk UMKM di wilayah Cirebon). Jurnal Ilmiah Pangabdhi, 6(2), 168–173. https://doi.org/10.21107/pangabdhi.v6i2.7586
Isbahi, M. B., Zuana, M. M. M. ., & Mariana, E. R. . (2022). The Technology Strategy in Website Communication Media in Improving Business Activities. Majapahit Journal of Islamic Finance and Management, 1(2), 126–138. https://doi.org/10.31538/mjifm.v1i2.17
Kano, K., Choi, L. K., Riza, B. Subhan, & Octavyra, R. D. (2022). Implications of digital marketing strategy the competitive advantages of small businesses in Indonesia. Startupreneur Business Digital (SABDA Journal), 1(1), 44–62. https://doi.org/10.33050/sabda.v1i1.72
Kristiyono, Y. R., Supratikno, H., & Hariandja, E. S. (2023). The role of social media marketing (SMM) in building frozen food brand loyalty. Innovative Marketing, 19, 173–186. https://doi.org/10.21511/im.19(4).2023.14
Lubis, U. S., Wulandari, N., Wahyudi, I., Widiyanto, A., Wibowo, E. A., Hakim, L., Apriyansyah, B., Hardiati, N., Swastika, A. Y., & Meyzia, B. (2025). Digital marketing strategies in expanding the market for MSME creative products in Indonesia—State of art. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1647391
Mas’ud, M. I., & Wahid, A. (2022). Model SMEs digital disruption management with business model canvas and integer programming. International Journal of Trends in Mathematics Education Research, 5(2), 162–168. https://doi.org/10.33122/ijtmer.v5i2.134
Meyer, M. A., & Peter, M. K. (2024). Evolving marketing strategies for Swiss SMEs in the ICT sector: A marketing strategy canvas in support of digital transformation. International Journal of Technology Marketing, 18(1), 91–112. https://doi.org/10.1504/IJTMKT.2024.135672
Robby Aditya, & Rusdianto, R. Y. (2023). Penerapan digital marketing sebagai strategi pemasaran UMKM. Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia, 2(2), 96–102. https://doi.org/10.55606/jppmi.v2i2.386
Rojas-García, J. A., Elias-Giordano, C., Quiroz-Flores, J. C., & Nallusamy, S. (2024). Profitability enhancement by digital transformation and canvas digital model on strategic processes in post-Covid-19 in logistics SMEs. Social Sciences & Humanities Open, 9, 100777. https://doi.org/10.1016/j.ssaho.2023.100777
Sadikin, A., Naim, S., Asmara, M. A., Hierdawati, T., & Boari, Y. (2023). Innovative strategies for MSME business growth with the business model canvas approach. Enrichment: Journal of Management, 13(2), 1478–1484. https://doi.org/10.35335/enrichment.v13i2.1421
Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Supriandi, & Iskandar, Y. (2022). Strategic business development of Polosan Mas Ibing with the business model canvas approach. 164–179. https://doi.org/10.2991/aebmr.k.220204.018
Susanti, D. A. (2024). The influence of business model canvas on financial performance of micro, small, and medium enterprises (MSMEs). Journal of Ecohumanism, 3(6), 932–945. https://www.ceeol.com/search/article-detail?id=1274831
Susanto, P. B., Sari, R. P., Beda, B. Y., Arifin, A., & Mikkael, R. H. (2023). Marketing strategy and promotion of interest in learning driving using canvas model business approach method (case study of Pratama Jaya Driving School in Depok). Jurnal Ekonomi, 12(3), 1385–1390. https://www.ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/1988
Sulaksono, J., & Zakaria, N. (n.d.). Peranan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) Desa Tales Kabupaten Kediri. Generation Journal, 4(1). https://www.slideshare.net/datareportal/digital-2019-indonesia-january-2019-
Tabakov, E. (2024, December 5). 5 key benefits of a business model canvas for startups. Icanpreneur. https://www.icanpreneur.com/blog/5-key-benefits-of-business-model-canvas-for-startups
Tesařová, M., Bednářová, M., & Šimberová, I. (2022). The effect of digital transformation on business model canvas of SMEs from the manufacturing industry. Vilnius Gediminas Technical University. https://doi.org/10.3846/bm.2022.835
Copyright (c) 2026 Kinanthi Nur Afifah Anastasya Rusmawan, Wirawan Endro Dwi Radianto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
