Factors Influence MSME’s Switching Behavior in Digital Marketing Channel: Evidence from Indonesia
Tri Siwi Agustina,
Rico Adi Suwardianto Suwardianto,
Muhebullah Jamali
Abstract:In realizing digital-based services and the application of people's economy, the Surabaya, Indonesia. The government has launched a website called E-Peken. It is hoped that the presence of digital marketing infrastructure can help MSME actors increase their business potential by expanding the marketing reach of their superior products. This study aims to determine the desire to switch to e-commerce regarding the failure of e-commerce services and the experience of using the E-Peken website. The research method… Show more
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