DIGITAL MARKETING PADA UKM : IDENTIFIKASI RISET GAP MELALUI STUDI LITERATUR REVIEW

Rihan Hafizni, Rahmi Fahmy

Abstract


The development of digitalization is getting faster, along with the growth in internet usage. Data from Kominfo, internet users in Indonesia, grow 10.2 percent annually or around 27 million users, when compared to internet users in the world, Indonesia is ranked 5th. This condition makes a very drastic change in the marketing world, namely a system change from conventional to digital. The need to conduct research on the use of digital marketing in SMEs is very important. The purpose of this study is to develop an understanding of research related to digital marketing in SMEs, and find research gaps in research published between 2015 and 2020. To analyze and reviewing literature on the theme of digital marketing in SMEs, using systematic analysis and classifying published data from marketing journals, economics, business and management journals as well as IT journals that can be accessed online. The results show. There is a research gap in the field of digital marketing, to fill it, research is needed to investigate the opportunities created by digital marketing for SMEs in Indonesia.

Keywords


Digital marketing, SMEs, Research gap

References


M. Haenlein and A. Kaplan, “A brief history of artificial intelligence: On the past, present, and future of artificial intelligence,” Calif. Manage. Rev., vol. 61, no. 4, pp. 5–14, Aug. 2019, doi: 10.1177/0008125619864925.

L. Bollweg, R. Lackes, M. Siepermann, and P. Weber, “Drivers and barriers of the digitalization of local owner operated retail outlets,” J. Small Bus. Entrep., vol. 32, no. 2, pp. 173–201, 2020, doi: 10.1080/08276331.2019.1616256.

Y. S. Chen and S. Y. B. Huang, “The effect of task-technology fit on purchase intention: The moderating role of perceived risks,” J. Risk Res., vol. 20, no. 11, pp. 1418–1438, 2017, doi: 10.1080/13669877.2016.1165281.

S. M. Chege and D. Wang, “The influence of technology innovation on SME performance through environmental sustainability practices in Kenya,” Technol. Soc., vol. 60, no. June 2019, p. 101210, 2020, doi: 10.1016/j.techsoc.2019.101210.

H. Bouwman, S. Nikou, and M. de Reuver, “Digitalization, business models, and SMEs: How do business model innovation practices improve performance of digitalizing SMEs?,” Telecomm. Policy, vol. 43, no. 9, 2019, doi: 10.1016/j.telpol.2019.101828.

P. Foroudi, S. Gupta, A. Nazarian, and M. Duda, “Digital technology and marketing management capability: achieving growth in SMEs,” Qual. Mark. Res., 2017, doi: 10.1108/QMR-01-2017-0014.

C. Chung and K. P. Austria, “Attitudes Toward Product Messages on Social Media,” Int. J. E-Services Mob. Appl., vol. 4, no. 4, pp. 1–14, 2012, doi: 10.4018/jesma.2012100101.

S. Molinillo and A. Japutra, “Organizational adoption of digital information and technology: a theoretical review,” Bottom Line, 2017, doi: 10.1108/BL-01-2017-0002.

K. U. Mikro, K. Dan, M. Industri, and W. Abdillah, “Kesiapan usaha mikro, kecil dan menengah industri kreatif untuk mengadopsi teknologi informasi,” pp. 143–160.

R. Yadav and T. Mahara, “Factors affecting e-commerce adoption by handicraft SMEs of India,” J. Electron. Commer. Organ., vol. 17, no. 4, pp. 44–57, 2019, doi: 10.4018/JECO.2019100104.

M. A. Camilleri, “The SMEs’ technology acceptance of digital media for stakeholder engagement,” J. Small Bus. Enterp. Dev., vol. 26, no. 4, pp. 504–521, 2019, doi: 10.1108/JSBED-02-2018-0042.

F. Eggers, I. Hatak, S. Kraus, and T. Niemand, “Technologies That Support Marketing and Market Development in SMEs—Evidence from Social Networks,” J. Small Bus. Manag., vol. 55, no. 2, pp. 270–302, 2017, doi: 10.1111/jsbm.12313.

S. Fernandes, A. Belo, and G. Castela, “Social network enterprise behaviors and patterns in SMEs: Lessons from a Portuguese local community centered around the tourism industry,” Technol. Soc., vol. 44, pp. 15–22, 2016, doi: 10.1016/j.techsoc.2015.11.004.

R. Purbasari, “Digital Entrepreneurship in Pandemic Covid 19 Era : The Digital Entrepreneurial Ecosystem Framework,” vol. 10, no. 1, pp. 114–135.

J. Cenamor, V. Parida, and J. Wincent, “How entrepreneurial SMEs compete through digital platforms: The roles of digital platform capability, network capability and ambidexterity,” J. Bus. Res., vol. 100, no. April, pp. 196–206, 2019, doi: 10.1016/j.jbusres.2019.03.035.

S. Chatterjee and A. Kumar Kar, “Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India,” Int. J. Inf. Manage., vol. 53, no. December 2019, p. 102103, 2020, doi: 10.1016/j.ijinfomgt.2020.102103.

P. Foroudi, “Qualitative Market Research : An International Journal Article information :,” Qual. Mark. Res. An Int. J., vol. 15, pp. 242–267, 2015.

S. Hosseini, G. Fallon, V. Weerakkody, and U. Sivarajah, “Cloud computing utilization and mitigation of informational and marketing barriers of the SMEs from the emerging markets: Evidence from Iran and Turkey,” Int. J. Inf. Manage., vol. 46, no. April 2018, pp. 54–69, 2019, doi: 10.1016/j.ijinfomgt.2018.11.011.

S. Hosseini, G. Fallon, V. Weerakkody, and U. Sivarajah, “Cloud computing utilization and mitigation of informational and marketing barriers of the SMEs from the emerging markets: Evidence from Iran and Turkey,” Int. J. Inf. Manage., vol. 46, no. April 2018, pp. 54–69, 2019, doi: 10.1016/j.ijinfomgt.2018.11.011.

D. K. Maduku, M. Mpinganjira, and H. Duh, “Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework,” Int. J. Inf. Manage., vol. 36, no. 5, pp. 711–723, 2016, doi: 10.1016/j.ijinfomgt.2016.04.018.

H. M. Taiminen and H. Karjaluoto, “The usage of digital marketing channels in SMEs,” J. Small Bus. Enterp. Dev., vol. 22, no. 4, pp. 633–651, 2015, doi: 10.1108/JSBED-05-2013-0073.

S. M. Chege, D. Wang, and S. L. Suntu, “Impact of information technology innovation on firm performance in Kenya,” Inf. Technol. Dev., vol. 26, no. 2, pp. 316–345, 2020, doi: 10.1080/02681102.2019.1573717.

M. Matarazzo, L. Penco, G. Profumo, and R. Quaglia, “Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective,” J. Bus. Res., vol. 123, no. October 2020, pp. 642–656, 2021, doi: 10.1016/j.jbusres.2020.10.033.

M. P. Pradhan, D. Nigam, and C. K. Tiwari, “Digital Marketing & SMEs: An Identification of Research Gap via Archives of Past Research,” Int. J. Appl. Eng. Res., vol. 13, no. 8, pp. 6089–6097, 2018, [Online]. Available: http://www.ripublication.com.

H. Virtanen, P. Björk, and E. Sjöström, “Follow for follow: marketing of a start-up company on Instagram,” J. Small Bus. Enterp. Dev., vol. 24, no. 3, pp. 468–484, 2017, doi: 10.1108/JSBED-12-2016-0202.

Y. Y. Lee, M. Falahat, and B. K. Sia, “Drivers of digital adoption: a multiple case analysis among low and high-tech industries in Malaysia,” Asia-Pacific J. Bus. Adm., vol. 13, no. 1, pp. 80–97, 2021, doi: 10.1108/APJBA-05-2019-0093.




DOI: http://dx.doi.org/10.36275/stsp.v21i1.325

Article Metrics

Abstract view : 763 times
PDF (Bahasa Indonesia) - 409 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Rihan Hafizni, Rahmi Fahmy

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Penerbit : Sekolah Tinggi Teknologi Industri Padang


Alamat:
Jalan Hamka no.121 Tabing Padang. Indonesia
email: info@sttind.ac.id
HP:082386758367