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Angga Ade, Permana
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Economics, Econometrics & Finance

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STRATEGI MANAJEMEN PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM DI ERA EKONOMI DIGITAL Angga Ade, Permana; Wahid, Abdul; Wijaya Kusuma, Dedy; Sauqi, Ahmad; Mustofa; Sinrungtam, Wasana
Jurnal Riset Bisnis Vol. 9 No. 2 (2026): April
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pancasila Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65179/g6dh5464

Abstract

This research aims to examine effective digital marketing management strategies to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the digital economy. Using a mixed-methods approach (qualitative and quantitative), it identifies best practices and obstacles MSMEs face in implementing digital marketing. The findings reveal that digital marketing, especially social media, significantly boosts MSME competitiveness. However, constraints like limited budgets, low digital literacy, and inadequate human resources hinder its optimization. Practical training, gradual budget allocation, and government support are needed to improve the effectiveness of MSMEs' digital marketing strategies.
Co-Authors Abdul Wahid Ahmad Sauqi Dedy Wijaya Kusuma Mustofa Mustofa Sinrungtam, Wasana