Pancasila's Socio-Cultural Capital In Strengthening Msmes Through The Use of Digital Marketing

Abstract

The development of digital technology has driven economic transformation through online marketing systems. In today's digital era, marketing a product no longer needs to be done conventionally; MSME players can utilize e-commerce platforms as a medium to promote their products online. Pancasila, as a socio-cultural asset, plays an important role in shaping business character and ethics. Pancasila is not only the ideological foundation of the nation, but also a moral guideline for applying values that uphold social integrity and are oriented towards sustainable and ethical digital development. The purpose of this study is to analyze the value of social integrity, which includes ethics, honesty, solidarity, and openness to consumer reviews, which can strengthen the competitiveness and trust of digital-based MSMEs. This article uses a descriptive qualitative approach, with data collected from interviews with digital SME actors and e-commerce consumers. This study uses the Miles & Huberman model as an analysis technique. The results of the observation show that MSME actors carry out production, marketing, and customer service activities by applying the socio-cultural values contained in Pancasila as a benchmark in the implementation of business ethics, thereby optimizing customer satisfaction with their products