Digital Marketing Strategies To Accelerate The Development Of Micro, Small, And Medium-Sized Enterprises (MSMES) In Indonesia
Keywords:
Digital Marketing, MSMEs, Indonesia, Business Development, Digital Transformation, Marketing StrategyAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a significant role in Indonesia's economic development, contributing to employment, income generation, and entrepreneurship. However, many MSMEs face challenges in adapting to technological advancements, particularly in implementing digital marketing strategies. This study aims to analyze how digital marketing can accelerate the development of MSMEs in Indonesia through a literature review approach. The findings highlight that digital marketing provides MSMEs with opportunities to expand their market reach, increase brand visibility, and optimize costs. Social media platforms, e-commerce, and other digital tools enable MSMEs to connect with customers more effectively. Despite these benefits, barriers such as limited technological access, lack of digital literacy, and uneven internet infrastructure hinder the adoption of digital marketing. Collaborative efforts from the government, educational institutions, and the private sector are necessary to overcome these obstacles. Providing training, improving access to technology, and fostering innovation are crucial steps to support MSMEs in achieving sustainable growth.
Downloads
References
Aditya, R., & Rusdianto, R. Y. (2023). Penerapan digital marketing sebagai strategi pemasaran UMKM. Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia (JPPMI), 2(2), 96–102.
Asmawiyah. (2021). Meningkatkan kinerja usaha dalam perspektif kewirausahaan. Penerbit NEM.
Daffa, I., Maulana, A., & Rachmawati, D. (2024). Strategi pemasaran digital dalam pengembangan bisnis UMKM. Jurnal Ilmiah Multidisiplin, 1(4), 69–73.
Jasri, A., Arfan, N., Hasanuddin, & Hasan, H. A. (2022). Penerapan digital marketing dalam upaya peningkatan pendapatan usaha mikro kecil dan menengah. Iltizam Journal of Shariah Economic Research, 6(2), 212–224.
Kotler, P. (2012). Manajemen pemasaran (B. Molan, Trans.; Buku kedua, Edisi ke-11). Rajawali.
Presiden Republik Indonesia. (2008). Undang-Undang Republik Indonesia Nomor 20 Tahun 2008 tentang Usaha Mikro, Kecil, dan Menengah (UMKM). https://peraturan.bpk.go.id/Home/Details/39653/uu-no-20-tahun-2008
Sanjaya, R., & Josua, T. (2009). Creative digital marketing. PT Elex Media Komputindo.
Stanton, W. J. (2013). Definisi dan konsep pemasaran. Penerbit Erlangga.
Sugiyanto, & Haryoko, U. B. (2020). Manajemen pemasaran. YPSIM.
Sundari, S., & Lestari, H. D. (2022). Pemasaran digital dalam kewirausahaan. WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat, 1(1), 95–99.
Suryana, Y., & Bayu, K. (2011). Kewirausahaan: Pendekatan karakteristik wirausahawan sukses (Edisi ke-2). Prenada Media Group.
Wardhana, A. (2015). Strategi digital marketing dan implikasinya pada keunggulan bersaing UKM di Indonesia. Jurnal Pemasaran Bisnis, 1(1), 327–337.
Yudhinanto, & Helmita. (2023). Strategi usaha mikro kecil dan menengah (UMKM) dalam digitalisasi pemasaran untuk kesejahteraan masyarakat. Journal of Management and Business (JOMB), 5(1), 576–590.
