Ayung Sportindo, a homegrown business from Malang, East Java, has been in the game since 1997. Starting as a small clothing manufacturer, they specialized in producing jackets, vests, t-shirts, and work uniforms. Initially, their marketing approach was all offline—distributing brochures, opening outlets across different cities like Banyuwangi, Lumajang, Situbondo, and Malang, and even advertising in the Yellow Pages and local newspapers.

But everything changed in 2007 when the owner, Asrul Tsani, started thinking about taking the business online. He realized that relying solely on offline marketing wasn’t enough to grow his customer base, especially as the world was becoming more digitally connected. The idea of creating a website for Ayung Sportindo popped into his mind. But there was one problem—Asrul didn’t know how to build a website. Rather than giving up, he decided to go back to school to learn how to make one.

Building a website turned out to be more complicated than he anticipated. Programming languages were tough, and hiring someone to do it for him was way too expensive. So, Asrul switched gears. In 2010, he joined a training course on blogging and digital optimization. Even though he wasn’t entirely sure how a blog could help his business, he figured it was worth a shot.

Little did he know, that decision would be a game-changer. Just three months after starting his blog, Ayung Sportindo received its first international order—from Malaysia, no less! The order was worth Rp 350 million, which was leagues ahead of his biggest offline sale of Rp 110 million. That’s when the lightbulb really went off for Asrul. He realized that blogging and online marketing weren’t just extras—they were essential for expanding his reach beyond local markets.

From that point on, Ayung Sportindo began attracting orders not just from other cities in Indonesia, but from all over the world. Universities and companies in Malaysia became regular customers, and orders also started pouring in from countries like Japan, Australia, India, and even Russia. What started as a small, local business was now gaining traction internationally, all thanks to the power of the internet and digital marketing.

Asrul’s story is a classic example of the power of digital transformation. His decision to embrace online marketing—despite not fully understanding it at first—opened up a whole new world of opportunities. And he didn’t stop at just blogging. Over the years, Ayung Sportindo expanded its digital presence, using various platforms like e-commerce sites, social media, and even TikTok, which is now a key part of their marketing strategy.

The shift to digital marketing proved especially valuable when 90% of Ayung Sportindo’s orders came from international markets at one point. That’s a massive leap for a business that once relied solely on foot traffic to its outlets and traditional advertising methods.

It wasn’t just the move to digital that made the difference—it was Asrul’s determination to keep learning and adapting. In the early days, he could’ve easily dismissed the idea of building a website because it seemed too complicated or expensive. But instead, he took matters into his own hands, learning new skills and finding ways to make it work. When blogging proved to be a better option than a full-fledged website, he leaned into it, even when he wasn’t sure how it would pan out.

This ability to adapt has been a key factor in Ayung Sportindo’s continued success. As the digital landscape evolves, so does their marketing strategy. Social media platforms like Instagram and TikTok are now crucial tools for reaching new customers. Ayung Sportindo has kept up with the trends, understanding that the way people shop and discover brands has changed drastically. Younger generations, especially, are spending more time on social media, and businesses that want to stay relevant need to meet them where they are.

It’s a testament to Asrul’s forward-thinking approach that he has consistently found new ways to connect with his audience. Even in a world saturated with brands and businesses competing for attention, Ayung Sportindo continues to stand out. Their commitment to quality products and excellent customer service, combined with a smart digital marketing strategy, has allowed them to thrive in both local and international markets.

And while digital marketing has been key to Ayung Sportindo’s international success, Asrul hasn’t forgotten the importance of offline efforts. They still operate outlets and maintain relationships with local customers. It’s about striking the right balance between old-school business practices and modern marketing techniques.

For small and medium businesses looking to expand their reach, Asrul’s journey is proof that going digital is not just an option—it’s a necessity. In today’s globalized economy, having an online presence isn’t just about being visible; it’s about creating opportunities for growth that wouldn’t have existed otherwise. Whether it’s through a simple blog, a fully optimized e-commerce site, or viral TikTok videos, the internet offers endless possibilities for businesses willing to adapt.

Looking ahead, Asrul sees even more potential for growth through digital marketing. He continues to explore new platforms and tools, always staying ahead of the curve. His advice to other MSMEs is simple: don’t be afraid to take the leap into the digital world, even if it feels unfamiliar at first. The rewards, as he’s experienced firsthand, can be massive.

In the end, Ayung Sportindo’s story isn’t just about selling jackets—it’s about embracing change, learning new things, and continuously evolving. From local outlets in East Java to international orders from Russia, the journey has been nothing short of remarkable. And it all started with a blog.