Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises

Abstract

Micro, small, and medium-sized enterprises (MSMEs) have a major role in Indonesia’s economy. In order to grow, MSMEs need the capability to conduct marketing in the digital world. The advancements in digital technologies have made it possible for a cost-effective and hassle-free Digital Marketing adoption. However, the number of MSMEs that have adopted Digital Marketing is still low. Therefore, this study aims to find out what factors that affect Digital Marketing adoption and its benefits. This study will also analyze the implementation of Digital Marketing by MSMEs in Indonesia. This study uses literature study method. This study shows that there are various factors affecting Digital Marketing adoption. This study also shows that various research results have shown that Digital Marketing Adoption can improve the performance of MSMEs. In regards to Digital Marketing implementation in Indonesia’s MSMEs, this study shows that training and mentoring activities by Centers for Research and Community Service of various Higher Education Institutions in Indonesia are very beneficial for MSMEs.

Akselerasi Revitalisasi Proses Pemasaran Dage Desa Ciberung Menuju Economic Growth and Market Expansion

“…Disamping proses produksi yang masih dilaksanakan secara tradisional dan tanpa inplementasi teknologi juga diiringi dengan minimnya inovasi pada proses pemasaran, dapat disimpulkan bahwa proses pemasaran produk dage yang dilakukan kelompok pengrajin dage Desa Ciberung masih sangat tradisional dan tanpa implementasi kaidah-kaidah pemasaran modern sama sekali. Dalam era kemajuan teknologi seperti saat ini, proses pemasaran yang dilakukan secara tradisional memiliki beberapa kekurangan antara lain: Jangkauan pemasaran yang terbatas, karena proses pemasaran tradisional hanya dapat mencakup wilayah lokal atau regional, sehingga sulit menjangkau pasar global, hal ini dapat mengurangi peluang bisnis untuk pertumbuhan dan keuntungan yang lebih besar (Andika et al, 2021). Tidak efektifnya proses pembangunan merek karena proses pemasaran tradisional hanya menggunakan sumber daya seperti brosur, spanduk atau baliho dalam proses pemasaran, yang mana tidak memiliki daya tarik yang kuat bagi konsumen (Moncey & Baskaran, 2020).…”

UNVEILING THE LINK: DOES DIGITAL MARKETING ADOPTION FUEL SUSTAINABLE GROWTH FOR SMEs IN INDONESIA?

“…In light of these considerations, it is imperative to investigate and comprehend the intentions of SMEs regarding adopting digital marketing, given the potential benefits it offers, particularly for marketing purposes. Furthermore, there is a shortage of empirical studies on the behavioural intentions towards digital marketing adoption among SMEs, particularly in developing economies like Indonesia, indicating an area that warrants further exploration and research (Anatan & Nur, 2023;Andika et al, 2021). Due to this identified knowledge gap, the present research explores the relationship between digital marketing adoption and sustainable growth among SMEs in developing economies.…”

“…Moreover, SMEs using digital marketing are expected to lead to improved customer service, increased customer satisfaction, and overall business growth. Despite the recognized importance of digital marketing tools in contemporary business transformation, many SMEs in Indonesia exhibit hesitancy and lag behind large businesses in adopting digital technologies for their business activities (Andika et al, 2021). The current underutilization of digital marketing capabilities by small businesses in Indonesia reflects a scepticism towards these strategies despite the increasing demands of today's discerning consumers (Anatan & Nur, 2023;Andika et al, 2021;Indrawati et al, 2020).…”

The Application of Six Sigma Framework (Define-Measure-Analyse-Improve-Control) to Improve Product Quality in Water Dispenser Manufacturing Company

“…Apart from that, the lack of basic industries as component suppliers for the electronics assembly industry in Indonesia is also an obstacle [8]. This causes the electronics assembly industry in Indonesia to be highly dependent on component imports, making it less competitive due to risks in the supply chain and exchange rate fluctuations [9]. Despite this, sales projections in the consumer electronics sector show positive growth, with an annual growth rate of 15.7% from 2020 to 2025.…”