Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 11 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

MSME STRATEGY ANALYSIS OF DAPURNYA SUBUR’S SAMBAL BUSINESS EXPANSION TO ASIA

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  • Mochammad Firdaus Syah Putra,
  • Rizki Rahmadini Nurika
Mochammad Firdaus Syah Putra
International Relations, Faculty of Social and Political Sciences, Sunan Ampel State Islamic University Surabaya, Indonesia
Rizki Rahmadini Nurika
International Relations, Faculty of Social and Political Sciences, Sunan Ampel State Islamic University Surabaya, Indonesia

Published 2026-10-02

Keywords

  • MSME internationalization,
  • market expansion,
  • social media,
  • buyer relationships,
  • Uppsala Model

How to Cite

MSME STRATEGY ANALYSIS OF DAPURNYA SUBUR’S SAMBAL BUSINESS EXPANSION TO ASIA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(11). https://journal.cib.institute/index.php/musytari/article/view/4744

Abstract

This study aims to analyze the internationalization strategy employed by Dapurnya Subur in expanding its sambal products into Asian markets. This study employs a descriptive qualitative method, with data collected through interviews and documentation. The findings show that Dapurnya Subur’s internationalization process has developed gradually through the use of social media, relationships with buyers, and flexible business adaptation strategies. Instagram is used not only as a promotional medium but also as a means of building communication and trust with overseas consumers and buyers through simple and authentic content. Relationships with buyers contribute to maintaining repeat orders, obtaining information about market needs, and developing business networks. In addition, Dapurnya Subur adapts its products by adjusting flavor levels, packaging, and product variations according to customer needs. These findings indicate that MSME internationalization can develop through business experience, market learning, continuous communication, and adaptability. From the perspective of the Uppsala Model, this process demonstrates that Dapurnya Subur’s international market knowledge develops through experience and direct involvement in international business activities.
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