Published: 2025-01-30
Optimization of Digital Technology Utilization in Marketing Strategy Development to Enhance the Competitiveness of MSME Products
DOI: 10.35870/ijmsit.v5i1.3648
Downloads
Abstract
This study aims to analyze the impact of digital technology on marketing strategy development and its effect on the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. In an era of rapid digitalization, adopting digital technology has become a crucial factor in enhancing the competitiveness of MSMEs. The research utilizes a quantitative approach with a survey design, where data was collected through questionnaires distributed to 100 MSME entrepreneurs who have integrated digital technology into their marketing strategies. The findings indicate that using social media and e-commerce platforms significantly contributes to increased brand awareness, sales, and customer loyalty for MSMEs. Approximately 68% of respondents reported a sales boost after utilizing digital platforms, while more than 60% noted enhanced brand visibility. On the other hand, despite the great potential of SEO and email marketing to improve competitiveness, the application of these strategies remains limited. Multiple linear regression analysis suggests that the more intensively digital technology is used, the greater the competitiveness of MSME products in an increasingly competitive market. These findings emphasize the importance of integrating digital technology into MSME marketing strategies to strengthen their position in domestic and global markets. Therefore, MSME entrepreneurs are encouraged to expand their understanding and implementation of additional digital marketing strategies and seek more significant support from the government and related institutions.
Keywords
Digital technology ; Marketing strategies ; Product competitiveness ; MSMEs ; Social media ; e-Commerce
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 5 No. 1 (2025)
-
Section: Articles
-
Published: %750 %e, %2025
-
License: CC BY 4.0
-
Copyright: © 2025 Authors
-
DOI: 10.35870/ijmsit.v5i1.3648
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Rachmiani
Faculty of Economics, Entrepreneurship Study Program, Institut Teknologi Sains Muhammadiyah Kolaka Utara, North Kolaka Regency, Southeast Sulawesi Province, Indonesia.
Naufal Haidar Ahmada
Urban and Regional Planning Study Program, Institut Teknologi dan Bisnis Muhammadiyah Purbalingga, Purbalingga Regency, Central Java Province, Indonesia.
Darusman
Faculty of Economics and Business, Digital Business Study Program, Universitas Muhammadiyah Pontianak, Pontianak City, West Kalimantan Province, Indonesia.
-
Achmad, Z., Azhari, T., Esfandiar, W., Nuryaningrum, N., Syifana, A., & Cahyaningrum, I. (2020). Pemanfaatan media sosial dalam pemasaran produk umkm di kelurahan sidokumpul, kabupaten gresik. Jurnal Ilmu Komunikasi, 10(1), 17-31. https://doi.org/10.15642/jik.2020.10.1.17-31
-
Akbar, M., Effendi, M., Nawarcono, W., Priambodo, A., & H.S, S. (2023). The sustainability of msme business competitiveness in bogor city in review from entrepreneurial orientation, financial capital and innovation. Jurnal Bisnisman Riset Bisnis Dan Manajemen, 5(1), 80-93. https://doi.org/10.52005/bisnisman.v5i1.136
-
Fardanty, R. (2024). Sistem Informasi Katalog Produk Pasar Tani Berbasis Web Pada Dinas Pertanian Dan Perkebunan Aceh. Jurnal Ilmu Komputer Dan Teknologi Informasi, 1(2), 51-61. https://doi.org/10.35870/jikti.v1i2.1089
-
Gamache, S., Abdul-Nour, G., & Baril, C. (2020). Evaluation of the influence parameters of industry 4.0 and their impact on the quebec manufacturing smes: the first findings. Cogent Engineering, 7(1), 1771818. https://doi.org/10.1080/23311916.2020.1771818
-
Idwan, H., Haikal, M. H., & Wali, M. (2024). Pemanfaatan Tools Canva Dan Template.Net Dalam Pembuatan Sertifikat Online Pada Dinas Pangan Provinsi Aceh. Jurnal Sistem Komputer (SISKOM), 4(2), 72-86. https://doi.org/10.35870/siskom.v4i2.814
-
imilda, Hajriyanti, R., & Zahra, R. (2024). Pengaruh Faktor yang Mempengaruhi Pembelian Impulsif Online Produk Fashion melalui Siaran Langsung: Perbandingan antara Instagram dan TikTok. Jurnal Manajemen Dan Teknologi, 1(2), 1-15. https://doi.org/10.35870/jmt.v1i2.1055
-
Iqbal, T., Ismail, & Anisah. (2024). Dampak Persepsi Konsumen dan Pelayanan terhadap Keputusan Pembelian: Studi Empiris di Sektor Kuliner. Jurnal Manajemen Dan Teknologi, 1(2), 45-57. https://doi.org/10.35870/jmt.v1i2.1107
-
Lafuente, E., Szerb, L., & Rideg, A. (2020). A system dynamics approach for assessing smes' competitiveness. Journal of Small Business and Enterprise Development, 27(4), 555-578. https://doi.org/10.1108/jsbed-06-2019-0204
-
Novita, Y., & Zahra, R. (2024). Penerapan Artificial Intelligence (AI) untuk Meningkatkan Efisiensi Operasional di Perusahaan Manufaktur: Studi Kasus PT. XYZ. Jurnal Manajemen Dan Teknologi, 1(1), 11-21. https://doi.org/10.35870/jmt.v1i1.773
-
Prihandono, D. (2024). Digital transformation to enhance indonesian sme performance: exploring the impact of market competition and digital strategy. Problems and Perspectives in Management, 22(2), 103-113. https://doi.org/10.21511/ppm.22(2).2024.09
-
Salam, A., & Imilda. (2024). Transformasi Digital UMKM Indonesia di Era Industri 5.0: Studi Kasus di Kota Banda Aceh. Jurnal Manajemen Dan Teknologi, 1(1), 1-10. https://doi.org/10.35870/jmt.v1i1.772
-
Salam, A., & Munawir, M. (2024). Utilization of Technology in Human Resource Management Optimizing Efficiency and Productivity in the Digital Era. International Journal of Management Science and Information Technology, 4(2), 236–245. https://doi.org/10.35870/ijmsit.v4i2.2910
-
Sulistyawati, U. S., & Munawir. (2024). Membangun Keunggulan Kompetitif melalui Platform E-Commerce: Studi Kasus Tokopedia. Jurnal Manajemen Dan Teknologi, 1(1), 43-56. https://doi.org/10.35870/jmt.v1i1.776
-
Teng, X., Wu, Z., & Yang, F. (2022). Research on the relationship between digital transformation and performance of smes. Sustainability, 14(10), 6012. https://doi.org/10.3390/su14106012
-
Vuttichat, S. (2023). Causal relationship model of marketing innovation and competitiveness of small and medium enterprises (smes) with digital technologies in thailand. F1000research, 12, 1040. https://doi.org/10.12688/f1000research.138941.1
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.