An Adoption of Digital Marketing to Analyze Technology (DMT) Motivation: A Case Study of Micro-Enterprises in Yogyakarta City, Indonesia
Abstract:Most micro-enterprise managers/owners in Indonesia, and Yogyakarta City, in particular, did not view adopting Digital Marketing Technology (DMT) as crucial for business before the Covid-19 outbreak. Many consider it a managerial support or operational activities requirement rather than a tactical or strategic tool. Even though most studies focus on large enterprises, the results of several research may not apply to micro-enterprises. This demonstrates the carelessness of the peculiarities of micro-enterprises … Show more
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