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All Journal Jurnal Ilmiah Ekonomi dan Manajemen
Alivia Pusdika Jenada
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Marketing Digital dan Dampaknya Terhadap Penjualan UMKM : Pendekatan Sosiologis Ahmad Sukron; Alivia Pusdika Jenada
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 4 (2026): April
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i4.9743

Abstract

This study aims to analyze the impact of digital marketing and e-commerce implementation on the sales performance of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia from a socio- economic perspective. The research employs a descriptive qualitative approach through a literature study method to explore the relationship between digital technological changes and the social behavior of MSME actors. The findings reveal that the use of digital marketing and e-commerce can increase MSME sales by 30–50 percent compared to conventional methods. Beyond its economic effects, digitalization also transforms social interactions, shifting them from face-to-face communication to digital-based relationships, where trust is built through online reputation. However, the study also identifies challenges such as limited digital literacy and unequal access to technology, which create social disparities among MSME actors. Therefore, enhancing digital literacy and expanding digital infrastructure are crucial to ensuring an inclusive and sustainable digital transformation that supports economic growth and social cohesion
Co-Authors Ahmad Sukron