Implications of Digital Marketing Strategy The Competitive Advantages of Small Businesses in Indonesia

Abstract

In the current era of technology, it provides many impacts and innovations that can provide more effective solutions in various fields. With digital marketing as an alternative solution, digital marketing can now overcome problems such as lack of funds and limited promotions faced by medium to low-income businesses. The alternative solution is obtained with the current social media such as Twitter, Instagram, Website, and Facebook to create brand awareness, loyalty, sales, and engagement. So the purpose of this study is to find out the use of marketing strategies from several lower-middle businesses that have gone online and their implications for the competitive advantage of these lower-middle businesses. The method used in this study uses quantitative methods with causality analysis with a population of more than 21,000,000 consumers using a non-probability sampling technique using random sampling with a total sample of 2,100 respondents. So based on the research that has been done, it was found that in marketing products with a digital strategy, 78% of the results were obtained, with the remaining 22% being factors originating from other factors such as a supply of resources, capital, and managerial professionalism.

Examining the essential elements of digital transformation and entrepreneurship: An extensive review of the literature

“…The purpose of this research is to explore DE and digital shifts and to examine their quality and associations. To realize this purpose, a methodical literature review was conducted to provide a complete, unbiased synthesis of various studies relevant to the subject under consideration, all of which are contained beneath a single paper (Kano et al 2022). The terms execution and result analysis relate to research selection and data collection, respectively, while "result analysis" refers to data synthesis and result discussions (Van Dinter et al 2022).…”

Pendampingan Implementasi Digital Marketing Sebagai Strategi Pemasaran UMKM Sentra Tape di Desa Tegalwaru Kabupaten Jember

“…Penelitian Foroudi et al (2017) [10] menunjukkan bahwa efektivitas digital marketing strategy tergantung dari kualitas informasi yang disampaikan melalui media digital dan kemudahan yang ditawarkan kepada konsumen. Bukti empiris juga menunjukkan bahwa strategi digital marketing dapat meningkatkan competitive advantage UMKM di Indonesia [11].…”

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