Digital Storytelling Wirausaha Perempuan Malino: Negosiasi Peran Ganda dan Hambatan Infrastruktur

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy, with women entrepreneurs contributing not only to household income but also to the preservation of local culture. In the digital era, social media offers inclusive, low-cost promotional opportunities, especially for women-managed MSMEs in geographically isolated tourist areas such as Malino, South Sulawesi. This study aims to explore how women entrepreneurs adopt and interpret social media in their business practices. Using a qualitative descriptive approach with a case study design, data were collected through interviews, observations, and documentation involving female MSME owners in Malino. Thematic analysis yielded four key findings: (1) digital motivations driven by market expansion, cost efficiency, and community inspiration; (2) storytelling strategies highlighting local identity and cultural authenticity; (3) negotiating dual roles between domestic and business responsibilities, resulting in flexible but inconsistent engagement; and (4) structural challenges including unstable internet, limited digital literacy, and time constraints, partially mitigated by family and community support. This study concludes that social media use among female entrepreneurs in Malino is shaped by motivational, strategic, and structural factors, resulting in economically oriented yet culturally informed digital marketing practices. The practical implications emphasize digital literacy training, infrastructure improvements, and community-based capacity-building.