Evaluating the Role of Polbeng Business Expo in Enhancing the Technological and Marketing Capabilities of MSMEs for Domestic Market Competition

Abstract

This study aims to evaluate the role of the Polbeng Business Expo in enhancing the technological and marketing capabilities of Micro, Small, and Medium Enterprises (MSMEs) in Bengkalis to face domestic market competition. Employing a mixed-methods explanatory sequential design, the research collected quantitative data from 100 MSME participants through surveys, supplemented by qualitative insights from in-depth interviews and focus group discussions. The findings demonstrate that the expo significantly improved participants' technological capabilities, including digital tool awareness, e-commerce utilization, social media marketing, and digital payment systems. Marketing capabilities, particularly brand identity development and digital content creation, also showed substantial enhancement. Regression analysis confirmed a strong positive impact of these enhanced capabilities on MSMEs' competitive performance. However, the study identified persistent barriers to long-term success, including limited digital literacy, financial constraints, and a critical lack of sustained post-expo mentoring. The study concludes that while the Polbeng Business Expo is an effective catalyst for initial capability building, its long-term impact requires a more integrated empowerment model. The research offers practical recommendations for expo organizers, educational institutions, and local governments, emphasizing the need for structured pre-expo assessments, an enhanced curriculum, and a robust post-expo support system to ensure sustainable MSME development.