E-resources
Peer reviewed
Open access
-
Herawati, Andry; Sarwani, Sarwani; Sri Lestari, Damajanti; Listyawati, Liling; Raharja, Alda
Economic and Regional Studies / Studia Ekonomiczne i Regionalne, 12/2023, Volume: 16, Issue: 4Journal Article
Abstract Subject and purpose of work Because there was a reduced market for their products as a result of the COVID-19 pandemic, several micro, small & medium-sized enterprise (MSME) actors went out of business. One way to boost marketing performance is through digital marketing. The goal of this study is to create a strategy that will hasten the adoption of digital marketing for MSMEs. This study was focused on the Association of Retired Workers and Families (Pertakina), an SME of Blitar Regency, which has various kinds of businesses producing very varied and creative products, including food, drinks, services, and handicrafts. Materials and methods This study used mixed methods with a sequential explanatory design, which combined quantitative research methods in the first stage, followed by sequential qualitative research. Using a straightforward random sampling technique, 72 MSME actors who have used digital marketing were chosen as samples. Quantitative data samples are MSME actors who have used digital marketing to market their products. An initial sample of qualitative data sources was selected purposively, using the chairman of Pertakina Blitar and Pertakina MSMEs as the key informant. Subsequent informants were then selected by snowball sampling based on the information given by the key informant; they were Pertakina MSME actors who have not done digital marketing. The researchers consider the sample to be saturated (data saturation) with as many as 18 respondents. The information was gathered through literature reviews, surveys, interviews, observations, and documentation. Results The results show that digital marketing has a significant effect on marketing performance. The barriers to implementing digital marketing are lack of qualified human resources, infrastructure needs, internet networks, and the ability to produce content. Additionally, the acceleration programme was created based on the barriers in implementing digital marketing identified in this study to enhance the marketing effectiveness of MSME players. Conclusions It is suggested that Pertakina conduct training by a competent trainer in the field of digital marketing technology to improve the MSMEs actors’ abilities. Furthermore, this can be done in collaboration with the government and universities.
![loading ... loading ...](themes/default/img/ajax-loading.gif)
Shelf entry
Permalink
- URL:
Impact factor
Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.
Year | Impact factor | Edition | Category | Classification | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Select the library membership card:
If the library membership card is not in the list,
add a new one.
DRS, in which the journal is indexed
Database name | Field | Year |
---|
Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
---|
Source: Personal bibliographies
and: SICRIS
The material is available in full text. If you wish to order the material anyway, click the Continue button.