FROM COMMUNITY EMPOWERMENT TO DIGITAL MARKET ACCESS: INTEGRATING PUBLIC-SECTOR INNOVATION AND MARKETING STRATEGIES FOR INCLUSIVE LOCAL ECONOMIC DEVELOPMENT IN KERINCI REGENCY

Journal: Preferensi: Journal of Marketing and Business

Publication: 2026-09-30

DOI: 10.67983/preferensi.v1i2.135

Abstract

Purpose This study examines the integration of four public-sector innovations—INSOMA, KUBE PLUS, KLINIK LKPM JELITA, and BATASI—to support inclusive local economic development in Kerinci Regency.
Design/methodology/approach A mixed-method multiple-case study design was employed by combining quantitative innovation-maturity assessment with qualitative cross-case and gap analyses. The four innovations were assessed using 20 regional innovation indicators, while qualitative analysis examined their institutional functions, beneficiaries, implementation mechanisms, marketing relevance, development contributions, and potential interconnections. The analysis distinguished individual innovation maturity from inter-program integration and collective development contribution.
Findings The findings show that all four innovations demonstrate a very strong level of maturity, with scores of 90 for INSOMA, 94 for KUBE PLUS, 93 for KLINIK LKPM JELITA, and 97 for BATASI. However, their implementation remains institutionally fragmented. Five recurring gaps were identified: incomplete technical standards, limited dissemination, inadequate human-resource and implementation structures, fragmented beneficiary data, and insufficient measurement of marketing and economic outcomes. The analysis indicates functional complementarity among the innovations: INSOMA strengthens community capabilities, KUBE PLUS facilitates enterprise development, KLINIK LKPM JELITA supports business formalization and institutional access, while BATASI expands digital market access.
Research implications The study extends public-sector innovation and entrepreneurial ecosystem perspectives by conceptualizing public innovation as an integrated marketing ecosystem rather than a collection of isolated programs. The findings imply that local governments should prioritize interagency integration through common technical standards, interoperable beneficiary databases, formal referral mechanisms, joint digital promotion, capable implementation teams, and outcome-based performance evaluation. The proposed pathway—linking community empowerment, enterprise development, business support, and digital market access—provides a place-based framework for strengthening MSME competitiveness and connecting local products with tourism demand. However, because the study relies on secondary monitoring and evaluation data, the findings demonstrate ecosystem readiness and functional complementarity rather than causal economic impact.