Small and Medium Enterprises (SMES) in The Era Digital Marketing Technology

Abstract

The way of marketing products or services for now has changed. Currently marketing does not have to be done by meeting in person. Simply by using the digital marketing application, entrepreneurs can make sales without being limited by space and time. However, the development of digital technology is not accompanied by the development of utilization by Micro, Small and Medium Enterprises. This means that not all entrepreneurs, especially micro and small entrepreneurs, utilize this technology. So that small and medium entrepreneurs use the old pattern of running their business, especially in the marketing sector. Based on this, researchers conducted research using qualitative research methods to find out how these micro and small entrepreneurs run their businesses in the era of rapidly developing digital marketing technology

Factors Influencing the Decision of Tourist Businesses to Adopt Digital Marketing

“…Thus, less emphasis has been put on the variety of visitors. Second, the influence of technology on the behaviour of visitors has often been studied (Kurniawan et al, 2019;Nikoli´c et al, 2022;Seshadri et al, 2023). Several researches have examined social media as a advertising tool (Atshaya and Rungta, 2016;Key, 2017;Agus et al, 2021); the influences of D-M tools (Chamboko-Mpotaringa and Tichaawa, 2021;Anuj et al, 2023); and the influence of digital word of mouth on tourist product and service marketing (Nuseir and Aljumah, 2020;Piñeiro-Otero and Martínez-Rolán, 2016;Pradhan et al, 2020) The researchers did not investigate how different factors affect the acceptance of technology by tourism-related businesses.…”