DIGITAL MARKETING CHALLENGES AND OPPORTUNITIES IN IMPROVING MSME PERFORMANCE
Keywords:
Digital Marketing, Challenges And Opportunities, MSME Performance
Abstract
The purpose of this study is to find out and explain the challenges and opportunities of digital marketing in improving the performance of MSMEs. The data of this study is MSMEs of Sukabumi Regency which specialized in handcraft (MSME Handcraft) with as many as 4,488 business actors obtained from the West Java open-data web, so sampling was carried out using web.raosoft.com sample size, with an error rate of 10% so that a sample of 100 respondents was obtained. This study's methodology is descriptive and quantitative. Respondents were given questionnaires in the form of questions as part of the data collection approach used in this study. This study's analysis technique was simple linear regression analysis. The results of the study explained that digital marketing challenges and opportunities have a positive and significant effect in improving the performance of MSMEs, and the influence is 57.8% while 42.2% is influenced by other variables.References
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Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
De Simone, V., Pasquale, V. Di, & Miranda, S. (2022). An overview on the use of AI/ML in Manufacturing MSMEs: solved issues, limits, and challenges. Procedia Computer Science, 217, 1820–1829. https://doi.org/10.1016/j.procs.2022.12.382
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Kilay, A. L., Simamora, B. H., & Putra, D. P. (2022). The Influence of E-Payment and E-Commerce Services on Supply Chain Performance: Implications of Open Innovation and Solutions for the Digitalization of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(3). https://doi.org/10.3390/joitmc8030119
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Mishra, C. K. (2020). Digital marketing: Scope opportunities and challenges. Promotion and Marketing Communications, 115.
Nursini, N. (2020). Micro, small, and medium enterprises (MSMEs) and poverty reduction: empirical evidence from Indonesia. Development Studies Research, 7(1), 153-166.
Peter, M. K., & Dalla Vecchia, M. (2021). The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, 251-265.
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Sigcha, E., Sucozhañay, D., Siguenza-Guzman, L., & Vanegas, P. (2024). Evaluating the social performance of Ecuadorian textile MSMEs using Social Organizational Life Cycle Assessment. Cleaner Environmental Systems, 12. https://doi.org/10.1016/j.cesys.2024.100176
Schaefer, M., & Hetman, O. (2019). Effective tools of digital marketing implementation. Економічний вісник університету, (41), 67-74.
Schwarzl, S., & Grabowska, M. (2015). Online marketing strategies: the future is here. Journal of international studies, 8(2), 187-196.
Solfa, F. D. G., De Oliveira, S. C., & Simonato, F. R. (2023). Stimulating E-Business Capabilities and Digital Marketing Strategies on Business Performance in E-Commerce Industry. International Journal of Computations, Information and Manufacturing (IJCIM), 3(2), 1-12.
Stefanovska, L., & Soluncevski, M. (2015). Challenges And Problems In The Process Of Strategic Planning In Micro, Small And Medium Enterprises (MSMEs). In XI INTERNATIONAL MAY CONFERENCE ON STRATEGIC MANAGEMENT XI STUDENTS SYMPOSIUM ON STRATEGIC MANAGEMENT (p. 240).
Suryanto, D. (2021). Digital Marketing, Msme Product Marketing Innovation. International Journal of Educational Research and Social Sciences (IJERSC), 2(6), 1308-1315.
Udeanu, I., Stupu, L. D., & Boboc, A. L. (2017). OPTIMIZE DIGITAL MARKETING CAMPAIGNS USING MODERN TOOLS. Computer Science, 36, 335-342.
Bughin at al (2019). The right digital platform strategy. McKinsey Quarterly, 2, 1-4.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
De Simone, V., Pasquale, V. Di, & Miranda, S. (2022). An overview on the use of AI/ML in Manufacturing MSMEs: solved issues, limits, and challenges. Procedia Computer Science, 217, 1820–1829. https://doi.org/10.1016/j.procs.2022.12.382
Forker, L. B., Vickery, S. K., & Droge, C. L. (1996). The contribution of quality to business performance. International Journal of Operations & Production Management, 16(8), 44-62.
Ghazie, D. A., & Dolah, J. (2018, November). How digital marketing affects consumer behavior. In 3rd International Conference on Creative Media, Design and Technology (REKA 2018) (pp. 214-217). Atlantis Press.
Ikramuddin, I., Matriadi, F., Iis, E. Y., & Mariyudi, M. (2021). Marketing performance development: Application of the concept of digital marketing and market orientation strategy in the MSME sector. International Journal of Educational Review, Law And Social Sciences (IJERLAS), 1(2), 181-190.
Johan, T. U. M. I. W. A., Octavia, T. U. E. G. E. H., & Szilárd, N. A. G. Y. (2020). Factor Influencing Msmes Performance Measurement A Literature Review. Annals of the University of Oradea, Economic Science Series, 29.
Kano, K., Choi, L. K., subhan Riza, B., & Octavyra, R. D. (2022). Implications of digital marketing strategy the competitive advantages of small businesses in Indonesia. Startupreneur Business Digital (SABDA Journal), 1(1), 44-62.
Kilay, A. L., Simamora, B. H., & Putra, D. P. (2022). The Influence of E-Payment and E-Commerce Services on Supply Chain Performance: Implications of Open Innovation and Solutions for the Digitalization of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(3). https://doi.org/10.3390/joitmc8030119
Kumar, S., Goel, U., Joshi, P., & Johri, A. (2024). Factors affecting Information & Communication Technology (ICT) adoption among MSMEs. Journal of Open Innovation: Technology, Market, and Complexity, 10(1). https://doi.org/10.1016/j.joitmc.2023.100205
Lestari, D. M., & Kusumawati, N. (2024). The Management Accounting Implementation Strategy To Improve Msme Operational Efficiency. International Journal of Multidisciplinary Research and Literature, 3(1), 96-105.
Mishra, C. K. (2020). Digital marketing: Scope opportunities and challenges. Promotion and Marketing Communications, 115.
Nursini, N. (2020). Micro, small, and medium enterprises (MSMEs) and poverty reduction: empirical evidence from Indonesia. Development Studies Research, 7(1), 153-166.
Peter, M. K., & Dalla Vecchia, M. (2021). The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, 251-265.
Purwanto, A. H. D., Nashar, M., Jumaryadi, Y., Wibowo, W., & Mekaniwati, A. (2022). Improving medium small micro enterprise’(MSME) performance. International Journal of Advanced and Applied Sciences, 9(5), 37-46.
Ragoobur, V. T., Seetanah, B., Jaffur, Z. K., & Mooneeram-Chadee, V. (2023). Building recovery and resilience of Mauritian MSMEs in the midst of the COVID-19 pandemic. Scientific African, 20. https://doi.org/10.1016/j.sciaf.2023.e01651
Retnawati, B. B., Leong, H., & Irmawati, B. (2022, June). The Study of Natural Material Crafts MSMEs in Optimizing Digital Marketing: Opportunities and Challenges. In Proceeding of International Conference Sustainable Competitive Advantage (Vol. 2, No. 1).
Rusdana, N. R., Choirani, S. J., & Friska, A. S. (2022). Digital marketing communication strategy for micro, small and medium enterprises (MSMEs) in business competition. International Journal of Research and Applied Technology (INJURATECH), 2(1), 163-168.
Sigcha, E., Sucozhañay, D., Siguenza-Guzman, L., & Vanegas, P. (2024). Evaluating the social performance of Ecuadorian textile MSMEs using Social Organizational Life Cycle Assessment. Cleaner Environmental Systems, 12. https://doi.org/10.1016/j.cesys.2024.100176
Schaefer, M., & Hetman, O. (2019). Effective tools of digital marketing implementation. Економічний вісник університету, (41), 67-74.
Schwarzl, S., & Grabowska, M. (2015). Online marketing strategies: the future is here. Journal of international studies, 8(2), 187-196.
Solfa, F. D. G., De Oliveira, S. C., & Simonato, F. R. (2023). Stimulating E-Business Capabilities and Digital Marketing Strategies on Business Performance in E-Commerce Industry. International Journal of Computations, Information and Manufacturing (IJCIM), 3(2), 1-12.
Stefanovska, L., & Soluncevski, M. (2015). Challenges And Problems In The Process Of Strategic Planning In Micro, Small And Medium Enterprises (MSMEs). In XI INTERNATIONAL MAY CONFERENCE ON STRATEGIC MANAGEMENT XI STUDENTS SYMPOSIUM ON STRATEGIC MANAGEMENT (p. 240).
Suryanto, D. (2021). Digital Marketing, Msme Product Marketing Innovation. International Journal of Educational Research and Social Sciences (IJERSC), 2(6), 1308-1315.
Udeanu, I., Stupu, L. D., & Boboc, A. L. (2017). OPTIMIZE DIGITAL MARKETING CAMPAIGNS USING MODERN TOOLS. Computer Science, 36, 335-342.
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