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ORIGINAL ARTICLE
SEQUENTIAL EXPLANATORY APPROACH: DIGITAL MARKETING
IMPLEMENTATION ACCELERATION PROGRAMME THAT
SUPPORTS THE MARKETING PERFORMANCE OF MSME ACTORS
1
Faculty of Administrative Sciences, Dr Soetomo University, Surabaya, Indonesia, Indonesia
2
Faculty of Engineering, Dr Soetomo University, Surabaya, Indonesia, Indonesia
Submission date: 2023-03-19
Final revision date: 2023-07-29
Acceptance date: 2023-08-09
Publication date: 2023-12-30
Corresponding author
Andry Herawati
Faculty of Administrative Sciences, Dr Soetomo University, Surabaya, Indonesia, Indonesia
Faculty of Administrative Sciences, Dr Soetomo University, Surabaya, Indonesia, Indonesia
Economic and Regional Studies 2023;16(4):567-597
KEYWORDS
JEL CLASSIFICATION CODES
D47
M31
M37
Z33
TOPICS
ABSTRACT
Subject and purpose of work: The goal of this study is to create a strategy that will hasten the adoption of digital marketing for MSMEs. This study was focused on Association of Retired Workers & Families (Pertakina) SMEs Blitar Regency. Materials and methods: This study used mixed methods with a sequential explanatory design, which combined quantitative research methods in the first stage, followed by sequential qualitative research. Results: The results show that digital marketing has a significant effect on marketing performance. The barriers to implementing digital marketing are lack of qualified human resources, infrastructure needs, internet networks, and the ability to produce content. Additionally, the acceleration program was created based on the barriers in implementing digital marketing identified in this study to enhance the marketing effectiveness of MSME players. Conclusions: It is suggested for Pertakina to hold a training by competent trainer in the field of digital marketing technology to increase the SMEs actor’s ability.
PEER REVIEW INFORMATION
Article has been screened for originality
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