Analysis of Digital Marketing Usage by Small and Medium Enterprises in Bogor Regency (Study SME’s Actors Abilities to Use Information and Communication Technology)

Abstract

Digital marketing is urgently needed by Small and Medium Enterprises (SME) in Bogor Regency for reach a wider market. This study uses a mix method, by using a quantitative strategy at one stage and a qualitative strategy at another stage or vice versa. The aim is to find out the extent to which SME actors in Bogor Regency are able to use digital marketing. Data collection was carried out in this study by means of surveys and field observations, questionnaires, interviews and literature review. This study used a purposive sampling method by 40. The results of this study conclude that: 1) The level of digital marketing SMEs actors in Bogor Regency is still low, because they think that large funds are needed, there is a lack of human resources to be able to carry out digital marketing, and there is an assumption that SME products will continue to develop without the need to usage digital marketing ICT-based; 2) Although the readiness of SME actors to carry out computer technology-based marketing (e-Computer Usage Readiness) is relatively low, the majority state their readiness to usage digital marketing ICT-based, 3) The SME actors level usage digital marketing readiness ICT-based transaction or payment models is also sufficient high, and 4) The ability of SMEs to manage all transactions such as ordering, payment, correspondence and others through electronic business Readiness is also relatively high.