DIGITAL MARKETING STRATEGY FOR MSMEs IN THE VUCA ERA (Volatility, Uncertainty, Complexity, and Ambiguity)

Abstract

Economic growth in Indonesia currently driven by various sectors, one of which is the micro, small and medium enterprise (MSME) sector. However, the biggest problems faced by MSMEs in Indonesia today are capital (51.09%) and marketing (34.72%). In today's VUCA era, business situations are volatile and lead to uncertainty. The emergence of the COVID-19 pandemic is a manifestation of the VUCA situation, so the business world is required to be able to survive in situations that reduce people's social mobility. Therefore, the role of digital marketing is very much needed at this time and is an important part in tackling greater losses for MSMEs. The digital marketing strategies that can be applied by MSME actors include creating a google business account, promoting their product through social media, collaborating with KOL or influencers (endorsement), and email marketing.

Digital Transformation Model and the Role of HR in Indonesian MSMEs

“…Three question indicators are used to probe the second independent variable, or Digital Strategy (DSY) ICT adoption, digital service effectiveness, and firm strategy alignment, with references to (J. Butt, 2020;Lestari, 2022;Phiri, 2020;Setyawati et al, 2023). Three variables are used to assess the third independent variable, employee retention (ERT): company initiatives to keep employees, offering employee incentives, and business culture (Basheer et al, 2022;Saeed et al, 2014).…”

“…A comprehensive digital transformation skills framework includes digital working skills, entrepreneurial skills, collaboration skills, communication skills, lifelong learning skills, and evidence-based working skills (Sivaraman, 2020;Sousa & Rocha, 2019a). A well-defined digital strategy is crucial for guiding organizations through the digital transformation process (Lestari, 2022;Phiri, 2020). HR professionals play a strategic role in ensuring that the human capital is skilled and knowledgeable to meet the digitalization needs of the present and future (Lemon & Palenchar, 2018;Paais & Pattiruhu, 2020).…”

Strategi Inovasi Bisnis untuk Meningkatkan Daya Saing dan Pertumbuhan Organisasi di Era Digital

“…Menggabungkan metode pemasaran offline dan online dapat menjadi strategi bertahan yang efektif bagi UMKM (Kurniawati et al, 2021). UMKM dapat mengambil manfaat dari strategi pemasaran digital seperti membuat akun bisnis Google, mempromosikan produk melalui media sosial, berkolaborasi dengan influencer, dan menggunakan email marketing (Lestari, 2022). Strategi-strategi ini dapat membantu UMKM meningkatkan pangsa pasar, mengurangi biaya pemasaran, dan meningkatkan hubungan dengan pelanggan (Lestari, 2022).…”

Beyond the Crisis: Tracking SME Non-Performing Loan in Indonesia Before and After the COVID-19 Stimulus

“…However, despite their dominance, a significant portion of Micro Enterprises still lack access to banking funding, indicating areas for potential growth within the sector. Challenges faced by MSMEs in Indonesia, as indicated by (Lestari, 2022), primarily revolve around capital and marketing. Addressing these challenges could enhance the performance and growth of MSMEs in the country.…”