The Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration

Authors

  • Dyah Rachman Kuswartanti Psychology Study Program, Psychology Faculty, Universitas Informastika dan Bisnis Indonesia.
  • Agung Pramayuda Management Study Program, Faculty Of Economics and Business, Universitas Informastika dan Bisnis Indonesia.
  • Aggi Panigoro Management Study Program, Faculty Of Economics and Business, Universitas Informastika dan Bisnis Indonesia.
  • Vika Aprianti Management Study Program, Faculty Of Economics and Business, Universitas Informastika dan Bisnis Indonesia.
  • Hamzah Zuyyina Rahmat Psychology Study Program, Psychology Faculty, Universitas Informastika dan Bisnis Indonesia.
  • Rahma Nafilatun Nisa Management Study Program, Faculty Of Economics and Business, Universitas Informastika dan Bisnis Indonesia.

DOI:

https://doi.org/10.51601/ijcs.v5i4.934

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the economy in Indonesia and Malaysia, yet they face challenges in marketing strategies, particularly in understanding consumer psychology. This community service activity, titled “Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration,” aims to improve MSME capacity through understanding consumer behavior, motivation, perception, and attitudes in marketing. The program was conducted in a hybrid format at el Royal Hotel Bandung and via Zoom Meeting, involving MSMEs from both countries as well as students and academics. The methods employed included lectures and interactive Q&A sessions to provide practical understanding. The results indicated increased participant awareness of the importance of brand storytelling, emotional engagement, and effective communication strategies. Participants began to utilize social media more strategically and build emotional connections with consumers. Cross-country collaboration enriched the exchange of experiences, combining creativity and digitalization while strengthening regional competitiveness. In conclusion, applying marketing psychology proved effective in enhancing MSME capacity and confidence to develop sustainable businesses, build strong brand identity, and foster long-term customer relationships.

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Author Biographies

Dyah Rachman Kuswartanti, Psychology Study Program, Psychology Faculty, Universitas Informastika dan Bisnis Indonesia.

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the economy in Indonesia and Malaysia, yet they face challenges in marketing strategies, particularly in understanding consumer psychology. This community service activity, titled “Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration,” aims to improve MSME capacity through understanding consumer behavior, motivation, perception, and attitudes in marketing. The program was conducted in a hybrid format at el Royal Hotel Bandung and via Zoom Meeting, involving MSMEs from both countries as well as students and academics. The methods employed included lectures and interactive Q&A sessions to provide practical understanding. The results indicated increased participant awareness of the importance of brand storytelling, emotional engagement, and effective communication strategies. Participants began to utilize social media more strategically and build emotional connections with consumers. Cross-country collaboration enriched the exchange of experiences, combining creativity and digitalization while strengthening regional competitiveness. In conclusion, applying marketing psychology proved effective in enhancing MSME capacity and confidence to develop sustainable businesses, build strong brand identity, and foster long-term customer relationships.

Agung Pramayuda, Management Study Program, Faculty Of Economics and Business, Universitas Informastika dan Bisnis Indonesia.

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the economy in Indonesia and Malaysia, yet they face challenges in marketing strategies, particularly in understanding consumer psychology. This community service activity, titled “Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration,” aims to improve MSME capacity through understanding consumer behavior, motivation, perception, and attitudes in marketing. The program was conducted in a hybrid format at el Royal Hotel Bandung and via Zoom Meeting, involving MSMEs from both countries as well as students and academics. The methods employed included lectures and interactive Q&A sessions to provide practical understanding. The results indicated increased participant awareness of the importance of brand storytelling, emotional engagement, and effective communication strategies. Participants began to utilize social media more strategically and build emotional connections with consumers. Cross-country collaboration enriched the exchange of experiences, combining creativity and digitalization while strengthening regional competitiveness. In conclusion, applying marketing psychology proved effective in enhancing MSME capacity and confidence to develop sustainable businesses, build strong brand identity, and foster long-term customer relationships.

Aggi Panigoro, Management Study Program, Faculty Of Economics and Business, Universitas Informastika dan Bisnis Indonesia.

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the economy in Indonesia and Malaysia, yet they face challenges in marketing strategies, particularly in understanding consumer psychology. This community service activity, titled “Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration,” aims to improve MSME capacity through understanding consumer behavior, motivation, perception, and attitudes in marketing. The program was conducted in a hybrid format at el Royal Hotel Bandung and via Zoom Meeting, involving MSMEs from both countries as well as students and academics. The methods employed included lectures and interactive Q&A sessions to provide practical understanding. The results indicated increased participant awareness of the importance of brand storytelling, emotional engagement, and effective communication strategies. Participants began to utilize social media more strategically and build emotional connections with consumers. Cross-country collaboration enriched the exchange of experiences, combining creativity and digitalization while strengthening regional competitiveness. In conclusion, applying marketing psychology proved effective in enhancing MSME capacity and confidence to develop sustainable businesses, build strong brand identity, and foster long-term customer relationships.

Vika Aprianti, Management Study Program, Faculty Of Economics and Business, Universitas Informastika dan Bisnis Indonesia.

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the economy in Indonesia and Malaysia, yet they face challenges in marketing strategies, particularly in understanding consumer psychology. This community service activity, titled “Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration,” aims to improve MSME capacity through understanding consumer behavior, motivation, perception, and attitudes in marketing. The program was conducted in a hybrid format at el Royal Hotel Bandung and via Zoom Meeting, involving MSMEs from both countries as well as students and academics. The methods employed included lectures and interactive Q&A sessions to provide practical understanding. The results indicated increased participant awareness of the importance of brand storytelling, emotional engagement, and effective communication strategies. Participants began to utilize social media more strategically and build emotional connections with consumers. Cross-country collaboration enriched the exchange of experiences, combining creativity and digitalization while strengthening regional competitiveness. In conclusion, applying marketing psychology proved effective in enhancing MSME capacity and confidence to develop sustainable businesses, build strong brand identity, and foster long-term customer relationships.

Hamzah Zuyyina Rahmat, Psychology Study Program, Psychology Faculty, Universitas Informastika dan Bisnis Indonesia.

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the economy in Indonesia and Malaysia, yet they face challenges in marketing strategies, particularly in understanding consumer psychology. This community service activity, titled “Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration,” aims to improve MSME capacity through understanding consumer behavior, motivation, perception, and attitudes in marketing. The program was conducted in a hybrid format at el Royal Hotel Bandung and via Zoom Meeting, involving MSMEs from both countries as well as students and academics. The methods employed included lectures and interactive Q&A sessions to provide practical understanding. The results indicated increased participant awareness of the importance of brand storytelling, emotional engagement, and effective communication strategies. Participants began to utilize social media more strategically and build emotional connections with consumers. Cross-country collaboration enriched the exchange of experiences, combining creativity and digitalization while strengthening regional competitiveness. In conclusion, applying marketing psychology proved effective in enhancing MSME capacity and confidence to develop sustainable businesses, build strong brand identity, and foster long-term customer relationships.

Rahma Nafilatun Nisa, Management Study Program, Faculty Of Economics and Business, Universitas Informastika dan Bisnis Indonesia.

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the economy in Indonesia and Malaysia, yet they face challenges in marketing strategies, particularly in understanding consumer psychology. This community service activity, titled “Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration,” aims to improve MSME capacity through understanding consumer behavior, motivation, perception, and attitudes in marketing. The program was conducted in a hybrid format at el Royal Hotel Bandung and via Zoom Meeting, involving MSMEs from both countries as well as students and academics. The methods employed included lectures and interactive Q&A sessions to provide practical understanding. The results indicated increased participant awareness of the importance of brand storytelling, emotional engagement, and effective communication strategies. Participants began to utilize social media more strategically and build emotional connections with consumers. Cross-country collaboration enriched the exchange of experiences, combining creativity and digitalization while strengthening regional competitiveness. In conclusion, applying marketing psychology proved effective in enhancing MSME capacity and confidence to develop sustainable businesses, build strong brand identity, and foster long-term customer relationships.

References

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Published

2025-11-28

How to Cite

Rachman Kuswartanti, D. ., Pramayuda, A. ., Panigoro, A. ., Aprianti, V. ., Zuyyina Rahmat, H. ., & Nafilatun Nisa, R. . (2025). The Application of Marketing Psychology to Enhance MSME Competitiveness: Indonesia–Malaysia Collaboration. International Journal Of Community Service, 5(4), 423–427. https://doi.org/10.51601/ijcs.v5i4.934

Issue

Vol. 5 No. 4 (2025): November 2025 ( Indonesia - Thailand - Malaysia - Timor Leste - Philippines )

Section

Articles

License

Copyright (c) 2025 Dyah Rachman Kuswartanti, Agung Pramayuda, Aggi Panigoro, Vika Aprianti, Hamzah Zuyyina Rahmat, Rahma Nafilatun Nisa

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.