Stakeholder Synergy as an Effort to Achieve Go Digital Independence for Culinary Msmes in Banyumas Regency

Abstract

The presence of new media as part of technological development can make a significant contribution to the sustainable development communication system and the development of the local economic market in a region, especially for culinary SMEs in Banyumas Regency. Stakeholders as policymakers can encourage digital transformation for SMEs by optimizing their strategic role as facilitators through the formulation of policy or program communication strategies in digital independence. This study aims to examine and analyze the efforts of stakeholders in enhancing Go Digital independence for culinary SMEs in Banyumas Regency. Data collection was carried out using a qualitative descriptive study approach with data obtained through observation and in-depth interviews with informants. The research results explain that the economic market conditions of culinary MSMEs in Banyumas in 2026 are complex due to the influence of the economic needs of MSME actors and the challenges they face in achieving digital independence. Stakeholder synergy is formed because of the needs of MSME actors concerning digital transformation. Strengthening stakeholder synergy can be carried out through the formulation of marketing-based programs that are integrated according to the needs of MSMEs in the field. Collaborative support between MSME actors and stakeholders can be a key so that social marketing can run in accordance with the concept of sustainable development in realizing digital independence for culinary MSME actors in Banyumas Regency.