Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal PINISI Discretion Review
Moehammad Nasri Abdoel Wahid
Sekolah Tinggi Ilmu Ekonomi Indonesia Malang, Malang City, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Digital Marketing Strategies and Customer Engagement in MSMEs: A Systematic Literature Review Eko Juni Wahyudi; Hastirin Widi Astuti; Moehammad Nasri Abdoel Wahid; Sudarjo Sudarjo; Putria Dewi Masruroh
PINISI Discretion Review Volume 9, Issue 2, March 2026
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i2.88345

Abstract

The primary objective of this study is to examine how digital marketing strategies evolve to foster customer engagement and evaluate their subsequent impact on the growth of Micro, Small, and Medium Enterprises (MSMEs). This study adopts a Systematic Literature Review (SLR) approach, analyzing 12 high-impact international articles published between 2024 and 2026. The data were evaluated using descriptive and thematic analysis to map current trends, engagement strategies, and business implications. The findings reveal a significant paradigm shift in MSME digital marketing, from one-way promotional advertising to interactive, relational marketing. Customer engagement emerges as a critical mediating mechanism that translates digital marketing efforts into sustainable competitive advantage, brand loyalty, and market expansion. However, the successful implementation of engagement-driven strategies remains constrained by internal barriers, notably limited digital literacy and inadequate technical competence among MSME actors. Digital marketing is indispensable for MSME resilience, provided it is strategically designed to foster continuous customer engagement. Practitioners must shift toward interactive digital ecosystems rather than passive catalogs. Additionally, collaborative policy interventions focusing on digital management training are urgently required to bridge the technological gap in traditional MSMEs.
Co-Authors Eko Juni Wahyudi Hastirin Widi Astuti Putria Dewi Masruroh Sudarjo Sudarjo