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Purwanti, Neli
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Journal : Journal of Digital Business and Data Science

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Case Study of the Application of Digital Marketing in Increasing the Competitiveness of MSMEs in the Industrial Era 4.0 Gunariah, Frilla; Purwanti, Neli; Amelia, Amelia
Journal of Digital Business and Data Science Vol. 2 No. 2 (2025): Journal of Digital Business And Data Science
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jdbs.v2i2.26

Abstract

This study aims to analyze the application of digital marketing in increasing the competitiveness of MSMEs in Indonesia, focusing on three MSME actors in various sectors: culinary, handicrafts, and retail. Through in-depth interviews, it was found that digital marketing has a positive impact on product visibility, market reach, and interaction with customers. Social media platforms such as Instagram, Facebook, and marketplaces such as Shopee and Tokopedia allow MSMEs to reach a wider range of consumers, reduce marketing costs, and increase sales. However, the challenges faced by MSMEs include price competition in the marketplace, limited human resources in digital marketing management, and consistency in content creation. This study concludes that the success of the implementation of digital marketing is highly dependent on internal readiness, technology access, and planned strategies. Therefore, MSME actors need to strengthen their digital capabilities through more efficient training and resource management to maximize the potential of digital marketing and strengthen competitiveness in an increasingly competitive global market. The research provides practical implications for MSME practitioners in formulating adaptive digital strategies, for policymakers in designing targeted digital literacy programs, and for business incubators in developing sector-specific mentoring frameworks to enhance the digital competitiveness of Indonesian MSMEs.
Co-Authors Abdul Hamid Amelia Amelia Aulia, Tyara Auliya Romdoni, Indi Badriyah, Nurul Fahmy Dewi Anggini, Megah Dzihni, Nida Shofy Enceng Iip Syaripudin Fuadah, Tsani Tsamrotul Gunariah, Frilla Indriyani Indriyani Iwan Mulyana Komarudin, Udin Maulin, Mery Nanang Sobarna Rahman, Alfina Amalia RAHMAWATI, CITRA Rahmawati, Sri Rahayu Rusdiana, Asep S, Sutopo Siti Robi'atul Adawiyah, Isna Solihin, Budi Umayah, Ulfa Nur