Managerial Aspect and Digital Marketing of Micro, Small and Medium Enterprises in West Java

Abstract

Changes in economic order in the new normal era have an impact on the marketing and managerial aspects of Micro, Small and Medium Enterprises (MSMEs). Many MSMEs have not yet used digital marketing so that they experienced a significant decline in sales and have not been able to overcome managerial problems. This research method is designed as a survey research with a descriptive approach using narrative analysis tools. The population in this study are MSMEs in West Java selected through cluster random sampling technique. The results of the descriptive analysis show that the managerial aspect has a recapitulation value of the respondents of 1706 (important) and the marketing aspect of 3005 (very important). Manual marketing aspects will be offset by business digitization. Meanwhile, improvements in managerial aspects from the perspective of strengthening human resources and financial records need to be seriously taken by MSMEs actors since both aspects have a significant impact on the sustainability of MSMEs businesses.