<![CDATA[The increasingly competitive business environment requires MSME operators to be able to adapt effective marketing strategies, especially amid changing consumer behavior and the acceleration of digitalization. This study aims to examine the role of marketing strategies in enhancing the success of SMEs based on a synthesis of previous research findings. The method used is qualitative, employing a literature review approach through the search and analysis of various relevant scientific articles from the past five years. Data were analyzed descriptively through a process of selection, grouping, and synthesis of research findings. The findings indicate that marketing strategies, particularly those based on the marketing mix and supported by the utilization of digital technology, consistently contribute to increased sales, market expansion, and consumer satisfaction. Additionally, the effectiveness of marketing strategies is influenced by innovation capabilities, market orientation, and the business owners’ competence in managing business resources. In conclusion, marketing strategies are a key factor in supporting the success of SMEs; however, their success will be more optimal if integrated with innovation, managerial capabilities, and adequate business system support.]]>
Copyrights © 2026
