The Importance of Advertising at The SME's Scale in the Era of Digitalization
DOI:
https://doi.org/10.37010/jdc.v5i1.1652Keywords:
advertising, UMKM, digitalization eraAbstract
The purpose of this research is to analyze the importance of advertising for small and medium enterprises (UMKM) in facing the digitalization era. The method used is a qualitative method with data that can be obtained from data collection techniques in the form of in-depth interviews and observations from sources related to digital advertising and the development of UMKM in the digital era. The population studied was UMKM players in Indonesia who have utilized digital advertising strategies. The sample was taken purposively by selecting UMKM that have used digital advertising for at least 1 year. The research instruments were document studies and in-depth interviews with selected UMKM players. The results showed that advertising has an important role for the sustainability and development of UMKM in the current digital era. Digital advertising allows UMKM to reach a wider market at a relatively affordable cost. However, an appropriate advertising strategy and a deep understanding of digital consumer behavior are needed to maximize the effectiveness of advertising for UMKM.
Downloads
References
Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2015). Social media as a bridge to e-commerce adoption in SMEs: A systematic literature review. The Marketing Review, 15(1), 39-57.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education Limited.
Gilmore, A., Carson, D., & Grant, K. (2001). SME marketing in practice. Marketing Intelligence & Planning, 19(1), 6-11.
Hassan, S., & Nadzim, S. Z. A. (2017). The impact of social media marketing on small businesses. Journal of Information Systems Research and Innovation, 11(2), 7-18.
Jones, N., Borgman, R., & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development, 22(4), 611-632.
Kementerian Komunikasi dan Informatika (Kominfo) Indonesia. (2021). Digital UMKM: Pemanfaatan internet bagi pelaku UMKM. Kominfo Indonesia.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
Nawi, N. C., Al Mamun, A., Nasir, N. A. M., & Muniady, R. (2021). Digital marketing and small and medium enterprises (SMEs) performance: The mediating role of digital marketing adoption. Development Studies Research, 8(1), 63-73.
Organisation for Economic Co-operation and Development (OECD). (2021). The digital transformation of SMEs. OECD.
Permatasari, R., Robbani, H., & Adawiyah, R. (2023). Implementation of a halal guarantee system at Rindu Coffee Point and Depok Venue. JUDICIOUS, 4(2), 271-275. https://doi.org/10.37010/jdc.v4i2.1407
Ramadhan, S. (2018). Strategi pemasaran digital bagi UMKM. J.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
World Bank. (2020). Digital transformation of SMEs: Towards a digital entrepreneurship ecosystem. World Bank.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Umar Mansur
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
