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All Journal Journal of Humanities and Social Studies International Journal of Business, Technology, and Organizational Behavior (IJBTOB)
Meidita, Chairunnisa Tri
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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The Influence Of Digital Marketing Literacy On Digital Marketing Adoption Of Pangkalpinang MSME Actors Meidita, Chairunnisa Tri; Suryana, Asep; Wibowo, Kunto Adi
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 8, No 3 (2024): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i3.11524

Abstract

This research uses a survey method that will explain a trend, attitude, or opinion of the population that will be described quantitatively and test the relationship of several variables. Seeing the phenomenon related to digitalization faced by MSME, this study aims to measure the level of digital marketing literacy of MSME towards digital marketing adoption through perceived benefits, perceived ease of use, and intention to use digital marketing. The target population of this research is MSME in Pangkalpinang City who have participated in digital marketing training. This study will use path analysis to test the hypothesis and determine the amount of influence of the independent variable on the dependent variable. The results show that overall digital marketing literacy does not have a significant influence on digital marketing adoption through perceived benefits, ease of use and intention to use digital marketing.
Literature Review: Digital Marketing Literacy For SME’s In Pangkalpinang City Meidita, Chairunnisa Tri; Suryana, Asep; Wibowo, Kunto Adi
International Journal of Business, Technology and Organizational Behavior (IJBTOB) Vol. 5 No. 1 (2025): April | International Journal of Business, Technology and Organizational Behavi
Publisher : Garuda Prestasi Nusantara Consulting

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52218/ijbtob.v5i1.361

Abstract

This research uses a literature review method, which is employed to identify, evaluate, and interpret existing literature through previously produced works. The aim of this study to identify issues related to digital marketing literacy among MSME’s in Pangkalpinang and to provide research based recommendation regarding digital marketing literacy. The results of the literature review indicate that there are still obstacles in the implementation of digital marketing among MSME’s in Pangkalpinang, primarily due to the lack of knowledge and digital skills possessed by MSME’s. There is a need for more intensive training and guidance related to digital marketing for MSME in Pangkalpinang to support marketing strategies in business activites. Digital marketing literacy plays a crucial role for MSME’s. With good literacy skills, MSME actors can significantly enchance their competitive advantage. Keywords: digital literacy, digital marketing, MSME’s
Co-Authors Asep Suryana S. Kunto Adi Wibowo