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All Journal AGRISE Buletin Penelitian Sosek JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Jurnal Pertanian Agros Jurnal Hilirisasi IPTEKS (JHI) Jurnal Teknik Mesin International Journal of Agricultural Sciences Journal of Integrated Agribusiness Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks MAHATANI: Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal) Baselang: Jurnal Ilmu Pertanian, Peternakan, Perikanan dan Lingkungan
Rini Hakimi
Universitas Andalas Padang
Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Energy Engineering Environmental Science Health Professions Materials Science & Nanotechnology Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Veterinary Other

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Journal : AGRISE

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IMPLEMENTATION OF DIGITAL MARKETING ON SMALL AND MEDIUM ENTERPRISES Rini Hakimi; Widya Fitriana; Rika Hariance
Agricultural Socio-Economics Journal Vol. 23 No. 3 (2023): JULY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2023.023.3.15

Abstract

Information and communication technology advancement can transform traditional marketing into internet-based marketing. Marketing digitalization was initially more researched in large companies but was still limited in digital marketing research in SMEs. This study aims to close a knowledge gap to describe the implementation of digital marketing in SMEs and analyze the impact on SME performance. This study used 184 samples of SMEs in West Sumatra. Research variables include entrepreneur aspects, business aspects and infrastructure aspects. The data were analyzed using descriptive and binary logits. The findings show that gender and firm size significantly influence how well digital marketing is used in SMEs. Women entrepreneurs more intensively use social media for digital marketing activities, but limited resources and infrastructure cause SMEs more limited opportunities to adopt digital marketing.
Co-Authors Afrianingsih Afrianingsih Aldi Prayoga Alviedo ; Azizah Saria Azmi Boy Cipta Budiman Daddy Budiman Daddy Budiman Dian Hafizah, Dian Dwi Evaliza Elpakhri Penawan Fania Handayani Fitriana, Widya Hanifah, Mulia Hasnah Hasnah Ifdal Ifdal Ira Wahyuni Syarfi Melinda Noer Mudinillah, Adam Muhammad Hendri Mursidin . Nofialdi, Nofialdi Nuraini Budi Astuti Paloma, Cindy Raesi, Syahyana RAHMAT SYAHNI Rian Hidayat Rika Hariance Rina Sari Roy Ricci Maulana Rusda Khairat Rusyja Rustam Rusyja Rustam Triana, Lora Usman, Yusri Vira Desvia Vonny Indah Mutiara Widya Fitriana Yuerlita Yuerlita Yulinda Yulinda Yusmarni Yusmarni Yusvi Diana Zednita Azriani