The Implementation of Digital Marketing in Indonesia's MSMEs by Using Bibliometric Methods and Systematic Literature Review

Abstract

One of the economic forces that supports the country's economy is micro, small, and medium enterprises (MSMEs). There are 83.8% of MSME players who digitalize to support their business operations. This requires a comprehensive study to optimize the potential of digital marketing to provide greater benefits for MSMEs. In this research, several analytical approach methods will be used, namely PRISMA (The Preferred Reporting Items for Systematic Reviews and Meta-Analysis), Bibliometrics using VosViewer, and Systematic Literature Review. From the results of the study, it was concluded that research related to digital marketing for MSMEs is still relatively small, with only 109 published documents produced throughout the world for various types of published documents until 2024, and there is a downward trend in 2022. Indonesia is in the highest position in Asia in terms of a number of publications but is second in Asia in a number of citations behind India. This shows that Indonesian journals are still less interesting to cite even though the number of publications is greater. The digital marketing aspect is still the dominant object of research, furthermore related to trade, marketing, and MSMEs. This shows that it is very open for further research to be carried out on topics other than digital marketing, for all regions of the country, especially in Asian countries including Indonesia.