Analysis of processed food export potential in Dumai City through digitalization: Student perspective
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Abstract
This study aims to analyze the export potential of processed food products from Dumai City by emphasizing the role of digitalization as an acceleration strategy for exports from the perspective of university students. Dumai City possesses significant potential in the processed food sector based on local marine and agricultural products; however, its ability to penetrate global markets remains suboptimal due to limited digital integration. Digitalization is considered a strategic solution to overcome MSME barriers, particularly in market access, promotional efficiency, and global competitiveness. Using a qualitative descriptive approach, data were collected from 80 student respondents through Likert-scale questionnaires and interviews. The results revealed that 85% of respondents agreed that digital platforms such as Shopee, Instagram, and TikTok could effectively expand international market reach for local processed food products. Additionally, 73% of students expressed readiness to contribute to digital promotion efforts, while 74% believed that internet infrastructure in Dumai is already adequate to support such initiatives. Despite these positive indicators, challenges remain, including digital skill gaps, perceptions of product competitiveness, and the need to enhance export quality standards. The study highlights the importance of synergy among government institutions, MSME actors, academia, and students in fostering a digital export ecosystem. Digitalization is viewed not merely as a tool but as a key strategy to sustainably connect local products with global markets. Therefore, comprehensive support in the form of training, infrastructure development, and policy reinforcement is essential to position Dumai as a competitive hub for processed food exports.
Keywords: digitalization, export, MSMEs, digital marketing, digital economy
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