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Rika Hariance
Universitas Andalas
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Journal : AGRISE

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IMPLEMENTATION OF DIGITAL MARKETING ON SMALL AND MEDIUM ENTERPRISES Rini Hakimi; Widya Fitriana; Rika Hariance
Agricultural Socio-Economics Journal Vol. 23 No. 3 (2023): JULY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2023.023.3.15

Abstract

Information and communication technology advancement can transform traditional marketing into internet-based marketing. Marketing digitalization was initially more researched in large companies but was still limited in digital marketing research in SMEs. This study aims to close a knowledge gap to describe the implementation of digital marketing in SMEs and analyze the impact on SME performance. This study used 184 samples of SMEs in West Sumatra. Research variables include entrepreneur aspects, business aspects and infrastructure aspects. The data were analyzed using descriptive and binary logits. The findings show that gender and firm size significantly influence how well digital marketing is used in SMEs. Women entrepreneurs more intensively use social media for digital marketing activities, but limited resources and infrastructure cause SMEs more limited opportunities to adopt digital marketing.
Co-Authors . Gusmini . Reflinaldon Adinda Salwa Rahmasari Adinda Salwa Rahmasari Afdhal Ahmad Afrianingsih Afrianingsih Afrima Sari Agustian Agustian Amrina, Elita Armansyah Armansyah Astuti, Nuraini Budi Azzahra Oftan Azzahra Oftan Azzahra, Nadia Azzura, Orintia Budiman, Cipta Budiman, Cipta Cindy paloma Daddy Budiman Dede Suhendra Devi Analia, Devi Dewanti, Aerini Dian Hafizah, Dian Dina Noviandini Dwi Evaliza Eggy Millenia Permata Elita Amrina Endrizal Ridwan Faidil Tanjung Faisal Majid Fania Handayani Fitriana, Widya Fuji Astuti Febria Fuji Astuti Febria Haliatur Rahma, Haliatur Hasnah Hasnah Hasnah Hasnah Ifdal Ifdal Indra Dwipa Jabang Nurdin Jumsu Trisno Kurniawan Satria Putra Lifia, Yoli Okta M. Refdinal Mahdi Mahdi Mahdi Mahdi Maulana, M. Ibroh Puja Melinda Noer Muhammad Arif Suyatman Muhammad Hendri Muhammad Surya Rahim Nofialdi, Nofialdi Nur Annisa Nur Annisa Osmet Osmet Purnawan Purnawan Purnawan Purnawan Putri, Afrianingsih Raesi, Syahyana RAHMAT SYAHNI Ratna rahmadiah Ray Ferdinand Ray Ferdinand Rian Hidayat Rika Anggela Rina Sari Rini Hakimi Rudi Febriamansyah Rusyja Rustam Ryan Dwi Setyawan Saragih, Ummul Hikmah Sirajul Fuad Zis Sirajul Fuad Zis Sri Setiawati Sri Setiawati Tusge, Takahiro Usman, Yusri Utami, Ami Sukma Vonny Indah Mutiara Yaherwandi Yani, Yulistriani Yogi Putra Yolanda Putri Yolanda Putri Yonariza Yonariza Yonariza Yonariza Yuerlita Yuerlita Yuerlita Yulinda Yulinda Yulistriani, Yulistriani Yusmarni Yusmarni Zaskhia Melani Zaskhia Melani Zednita Azriani Zednita Azriani Zednita Azriani