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Singgih Purnomo
Universitas Duta Bangsa Surakarta
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Opportunities and Challenges of MSME Marketing in the Digital Era Puput Mulyono; Singgih Purnomo
International Journal of Economics and Management Research Vol. 4 No. 3 (2025): December : International Journal of Economics and Management Research
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i3.681

Abstract

Micro, Small, and Medium Enterprises (MSMEs) frequently encounter challenges in adopting digital marketing strategies due to limited internal resources and external constraints. This study aims to analyze the opportunities and challenges of MSME marketing in the digital era by examining the influence of internal and external factors on digital transformation. Using a quantitative approach, data were collected from 180 MSME entrepreneurs in Surakarta through structured questionnaires and analyzed using statistical methods. The findings indicate that both internal factors, such as human resources, digital skills, and organizational readiness, and external factors, including market dynamics and technological infrastructure, significantly affect the level of digitalization. However, internal factors emerge as the most dominant predictors and serve as the fundamental driver of digital marketing transformation. The study also reveals that MSMEs implementing digital marketing experience higher-than-average online sales performance. These results suggest that strengthening internal resource capacity is essential for enhancing digital adoption. Therefore, MSME development policies should prioritize capacity-building programs to ensure sustainable competitiveness in the digital economy.
Co-Authors . Junaedi Agus Suyatno Agus Suyatno Akbar Widya Pratama Akhmad, Khabib Alia Al-Shami, Sameer Ali Hussein Al-Shami Andhika Rahmadi Putra Annisa Ita Yulianti Arfandi Prasetyo Aris Prio Agus Santoso Arum, Rina Asri Laksmi Riani Atif Ali Gill Awang Long, Zalizah Awong Long, Zalizah Baaq, Shalli Habiibika Baehaqi binti Mohd, Farahwahida Carreon, Jonthan Rante Che Mustapha, Jawahir Dr. Du Ngoc Bich Dwi Rahmawati, Esti Eko Purwanto Eko Purwanto Eko Purwanto Eliana Wulandari Endang Siti Rahayu Erna Chotidjah Suhatmi Esti Dwi Rahmawati Fadila, Sarah Fanny Widadie Farahwahida binti Mohd Farida Indriani FAULINDA ELY NASTITI Fauzan Muflih Prakoso Fawzi’ah, Nurul Itsna Gill, Atif Ali Habib, Muhamad Ilham Sentosa Indah Wahyu Utami Indra Hastuti Indra Hastuti Indra Hastuti Indra Hastuti, Indra Jaco Barkhuizen Jashila Nair Mogan Jasur Ehsonov KHABIB ALIA AKHMAD Khotham, Nur Khotham Al Firman Kresna Agung Yudhianto Kuncoro, Aditya Bagus Lestari, Retna Dewi Linna Fonny Long, Zalizah Awang Marni Marni, Marni Maulindar, Joni Mohd, Farahwahida binti Muftiyanto, Taufiq Nur Nita Rahayu Nita Rahayu Novemy Triyandari Nugroho Nur Muftiyanto, R. Taufiq Nurchim Nurmalitasari Nurmalitasari Nurullia Rizkyani Osman, Sharina Puput Mulyono Purwandari, Suci Rahmawati Setyani Ratini Setyowati Rayhan Gunaningrat Rayhan Gunaningrat Retna Dewi Lestari Rina Arum Risna Ardianto Saryadi Saryadi Sentosa, Ilham Setyo Rahyunanto Sharina Osman Sopingi Sopingi Sopingi, Sopingi Suci Purwandari Suci Purwandari Suci Purwandari Sugeng Edi Waluyo Suhatmi, Erna Chotidjah Suminah Thi Thu Hang, Nguyen Thomas Mulyanto Kurniawan Umi Salamah Utami, Indah Wahyu Violla Evarista Wahyu Adhi Saputro Wiji Lestari Wiji Lestari Wijiyanto Wijiyanto, Wijiyanto Zalizah Awong Long