Usage of Digital Marketing Channels by Micro, Small, and Medium Enterprises (MSME) in Nganjuk Regency

Abstract

This study provides insight into the utilization of digital marketing channels for MSMEs in Nganjuk Regency, Indonesia. Starting from the types of channels usaged, the constraints during utilization and the benefits obtained by MSMEs. This study used a descriptive qualitative and quantitative approach with a case study design on MSMEs in the Nganjuk area. The data from this study were obtained from the results of semi-structured interviews with related parties, 30 respondents of MSME who were registered at the Industry and Trade Office of Nganjuk Regency as Digital Entrepreneur Academy-Digital Talent Scholarship training participants, observations, and analysis of related documents. This study shows that the utilization of digital marketing channels can facilitate MSME in marketing activities: providing information, increasing brand awareness, expanding market share, and increasing sales. The next finding, that MSMEs in the Nganjuk Regency mostly usage social media as one of the channels. Constraints obtained in the utilization of digital marketing channels are due to MSMEs in Nganjuk still not prioritizing the usage of digital marketing channels. The obstacles include understanding MSMEs regarding digital marketing and its channels, resources including capital and human resources that are not yet qualified. Furthermore, researchers through the marketing mix approach – 4P (product, price, place, and promotion) found a digital marketing strategy for MSMEs in Nganjuk Regency.