E-Prospek as a digital catalyst for small enterprise resilience in the post-pandemic ERA

Indra Hastuti (), Singgih Purnomo (), Sopingi Sopingi (), Nagasa Waka Aji () and Ilham Hendra Prabowo ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 6, 3505-3514

Abstract: The COVID-19 pandemic significantly disrupted the sustainability of Small and Medium Enterprises (SMEs) in Indonesia, particularly in terms of declining market demand, order cancellations, and severe liquidity challenges. Digitalization has emerged as a critical strategy to strengthen SME resilience, with E-Prospek, a digital marketing platform, playing a central role. This study aims to analyze the transformative impact of E-Prospek on SME performance, focusing on productivity, customer growth, and profitability. A mixed-methods approach was employed, with data collected from Lintang Kejora Craft SME through observation, in-depth interviews, and standardized questionnaires, which demonstrated reliability with a Cronbach’s Alpha greater than 0.7. The data were analyzed using thematic analysis and multiple regression. Findings indicate that E-Prospek contributed to a 40 percent increase in the customer base, a 30 percent rise in profit, and improved operational efficiency. Regression analysis revealed a significant positive effect with a beta coefficient of 0.15, a p-value of 0.004, and a correlation coefficient of 0.91 with a p-value of 0.001. Features such as automated follow-ups and integrated email marketing supported more personalized and loyal customer relationships. These findings offer strategic implications for entrepreneurs and policymakers in leveraging technology for sustainable business growth.

Keywords: Customer loyalty; Digitalization; E-Prospek; Operational efficiency; Small and medium enterprises. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijirss.com/index.php/ijirss/article/view/10386/2441 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:6:p:3505-3514:id:10386

Access Statistics for this article

International Journal of Innovative Research and Scientific Studies is currently edited by Natalie Jean

More articles in International Journal of Innovative Research and Scientific Studies from Innovative Research Publishing
Bibliographic data for series maintained by Natalie Jean ().