TRADITIONAL TO DIGITAL MARKETING TRANSFORMATION: AN ANALYSIS OF PRACTICES AND CHALLENGES FOR UMKM

Authors

  • Ami Nurhayati Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari

Keywords:

digitalization; digital literacy; digital marketing; MSMEs

Abstract

The development of information and communication technology has changed the global business landscape, pushing MSMEs to adopt digital marketing strategies to improve competitiveness. While digitalization offers various opportunities, many MSMEs still face obstacles in implementing digital marketing due to limited resources, low digital literacy, and lack of understanding of digital technology. This research seeks to fill the gap in the related literature by exploring the challenges and best practices in digital marketing transformation for MSMEs in Indonesia. A descriptive qualitative research approach was used with semi-structured interviews with MSME owners, digital marketing experts, marketplace platform representatives, consumers, and government regulators. The results show that although most MSMEs have started to adopt digital marketing, obstacles such as lack of a clear strategy, limited capital, and competition with large businesses are still the main challenges. In addition, low digital literacy means that many MSMEs have not been able to optimize the features available in marketplaces and social media. Therefore, improved digital literacy, assistance in marketing strategies, and more adaptive policy support are needed to accelerate the digital transformation of MSMEs. This research contributes to the development of literature related to digital marketing for MSMEs and provides recommendations for stakeholders in supporting the digitalization of MSMEs more inclusively and sustainably.

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Published

2025-01-07

Issue

Vol. 1 No. 1 (2025): Asri International; Journal Of Economic, Business, And Management

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Articles

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Copyright (c) 2025 Ami Nurhayati

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