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All Journal Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Efendri Waruwu
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset

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Integrating Sustainable Digital Marketing Into MSMEs Efendri Waruwu
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 1 No. 2 (2023): Maret : Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v1i2.860

Abstract

This research aims to explore the dynamics involved in integrating sustainable digital marketing practices into Micro, Small, and Medium Enterprises (MSMEs). Employing a qualitative approach, the study adopts a mixed-method model combining interviews and case studies. The sampling technique involves purposive sampling to select participants representing diverse MSMEs. Data analysis utilizes thematic analysis to identify patterns and themes. The findings reveal a multifaceted understanding of sustainable digital marketing integration, highlighting challenges, opportunities, and best practices within MSMEs. Insights garnered from this research contribute to a deeper comprehension of sustainable digital marketing strategies tailored for MSMEs, thereby fostering their resilience and competitiveness in contemporary markets.
Co-Authors Selvi Agustina