Strategy Marketing 5.0 Use Increase Sale Natural Stone Business Actors In Cirebon (Dhafin Stone Case Study)

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are a vital pillar of Indonesia's economy, contributing more than 60% of Gross Domestic Product (GDP) and absorbing roughly 97% of the national workforce. Natural stone—including marble, granite, andesite, limestone, palimanan, templek, and breccia—is a promising yet underdeveloped commodity within the construction and decoration industry. Despite strong market demand, growth in this sector is constrained by two main factors: limited consumer understanding of material variety and the continued reliance on conventional marketing methods. This study develops a Marketing 5.0-based strategy that combines advanced technologies (Artificial Intelligence, Big Data, and the Internet of Things) with a human-centric approach to accelerate market penetration and consumer education. A descriptive qualitative case-study approach was applied to Dhafin Stone, a natural stone MSME in Cirebon. Primary data were collected through in-depth interviews with the business owner and questionnaires administered to loyal customers with at least three years of retention, while secondary data comprised sales records from 2019–2024. The findings show that Dhafin Stone's shift toward Marketing 5.0 can be achieved through customer-data-driven service personalization and the use of interactive digital platforms for product education. This approach effectively broadens market reach, strengthens brand awareness for local commodities, and sustains customer retention in the digital era.