The Usage of Digital Marketing Channels in Micro Small and Medium Enterprise (Study in Bandung District)
Marheni Eka Saputri & Nia Kurniasih

Telkom University
Institute Technology Bandung

Abstract

Micro Small Medium Enterprise or MSMEs has become the backbone of the Indonesian and ASEAN economies. Approximately 88.8% until 99.9% form of business in ASEAN is MSMEs with labor absorption reach 51.7% until 97.2%. MSMEs in Indonesia have a proportion of 99.99% of the total entrepreneurs or 56.54 million units. Therefore, cooperation for the development and resilience of MSMEs should take precedence. Today, businesses are beginning to shift by using digital technology. Every single process of business is related to social media, internet, and application based. That is why Today MSMEs should begin to adopt digital technology because the market is already shifted towards there. From internet user data displayed that Internet Users in Indonesia of 82 million active users is certainly a very potential market to be consumers. The problems in this research are the switch of marketing trends from conventional (offline) to digital (online), the number of business actors especially MSMEs that utilize digital marketing is not proportional to the number of Internet users growth, and there are a lot of MSMEs who does not understand how to do digital marketing by utilizing social networking. The purpose of this study is to provide insights into the digital marketing, and examines the factors that influence the adoption and use of digital marketing channels in MSMEs. Research method used in this research is a method of collecting data and analyzing data and combining quantitative and qualitative approaches through several phases of the research process. The results of this study, can generally be explained that the use of IT among MSMEs in Bandung District has been relatively popular in terms of the ability of the business actors operate computers and in terms of accessing the internet. But when viewed from the use of computers and the Internet to support the management or management of their MSMEs on generally relatively low. The results of this study also very clearly illustrate that the level of education of MSMEs is highly correlated with their ability to utilize IT as supporting facilities for management of MSMEs

Keywords: MSMEs, Digital Marketing, Business, Small Business

Topic: Marketing Management