Digital Marketing Strategy on Increasing Transaction Volume in MSMEs in the Post-Pandemic Era
DOI:
https://doi.org/10.55606/ijemr.v3i3.503Keywords:
Digital Marketing, MSMEs, Post-Pandemic, Social Media, TransactionsAbstract
The accelerated digital transformation due to the COVID-19 pandemic has driven Micro, Small, and Medium Enterprises (MSMEs) to adopt digital marketing strategies to sustain their businesses and increase sales transactions. This study aims to analyze the influence of digital marketing strategies on the increase in transaction volume among MSMEs in the post-pandemic era. A quantitative research method was employed using a survey approach. Data were collected through questionnaires distributed to 100 MSME actors in West Java who actively utilize digital platforms. Multiple linear regression analysis was used to examine the influence of variables such as social media usage, paid advertising, and Search Engine Optimization (SEO) on transaction volume. The results of the study indicate that digital marketing strategies have a positive and significant impact on the increase in MSME transaction volume. Social media is the most dominant component in driving consumer engagement and transaction conversion. These findings emphasize the critical role of digital marketing as a primary tool for business recovery and development in the digital era. The study recommends improving digital literacy and providing strategic mentoring to enable MSMEs to manage digital marketing more effectively.
References
D. Adhariani, N. Sciulli, and R. Clift, “Digital transformation and SMEs: Challenges and opportunities post-COVID-19,” *J. Small Bus. Enterp. Dev.*, vol. 30, no. 2, pp. 344–360, 2023.
F. Almeida and M. Duarte, “The role of digital marketing in the performance of micro and small enterprises post-pandemic,” *J. Bus. Res.*, vol. 158, p. 113574, 2023.
N. Aprilianti and R. Firmansyah, “The influence of digital marketing on increasing MSME sales during the pandemic,” *J. Manag. Entrep.*, vol. 8, no. 1, pp. 12–20, 2020.
Badan Pusat Statistik, *Indonesian MSME Statistics 2023*. Jakarta: Central Statistics Agency, 2023.
D. Chaffey and P. R. Smith, *Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing*, 6th ed. Routledge, 2022.
Y. Fitriani and H. Prabowo, “Implementation of digital marketing strategies in developing e-commerce-based MSMEs,” *J. Technol. Inf. Syst.*, vol. 7, no. 2, pp. 134–142, 2019.
I. Ghozali, *Multivariate Analysis Application with IBM SPSS 25 Program*. Semarang: Diponegoro University Publishing Agency, 2018.
P. W. Handayani, A. N. Hidayanto, and P. I. Sandhyaduhita, “The critical success factors for social media marketing implementation in small and medium enterprises (SMEs),” *Int. J. Electron. Commer. Stud.*, vol. 12, no. 1, pp. 1–20, 2021.
R. Indrawan and D. Yuliana, “Digitalization strategy in strengthening MSMEs after the COVID-19 pandemic,” *Sci. J. Manag. Bus.*, vol. 23, no. 1, pp. 45–58, 2022.
D. Kurniawati and Y. Nugroho, “Adaptive strategies of MSMEs through digital transformation in the new normal era,” *J. Econ. Bus.*, vol. 24, no. 3, pp. 101–110, 2021.
A. Lutfi and E. Suharto, “The impact of digital marketing on the sustainability of small businesses in Indonesia,” *J. Econ. Bus. Res.*, vol. 18, no. 1, pp. 55–65, 2023.
A. Y. Putri and M. D. Lestari, “The role of marketplaces in increasing MSME sales during the pandemic,” *J. Econ. Digit. Bus.*, vol. 6, no. 2, pp. 89–98, 2021.
Y. Susanti and T. Wulandari, “Digitalization of MSMEs in the perspective of inclusive economic development,” *J. Reg. Dev. Plan.*, vol. 7, no. 1, pp. 23–33, 2022.
A. F. Wijaya and M. Hartono, “The role of social media in strengthening branding and customer loyalty of MSMEs,” *J. Commun. Bus.*, vol. 10, no. 2, pp. 98–110, 2020.
World Bank, *Micro, Small and Medium Enterprises: Post-COVID Resilience and Recovery*. Washington, DC: World Bank Group, 2021.
S. A. Zahra and D. Widodo, “The influence of website quality on customer loyalty of digital MSMEs,” *J. Manag. Sci.*, vol. 15, no. 3, pp. 121–129, 2017.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 International Journal of Economics and Management Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
