Sequential Explanatory Approach: Digital Marketing Implementation Acceleration Programme that Supports the Marketing Performance of Msme Actors
Article Category: ORIGINAL ARTICLE
Publicado en línea: 31 dic 2023
Páginas: 567 - 597
Recibido: 01 mar 2023
Aceptado: 01 ago 2023
DOI: https://doi.org/10.2478/ers-2023-0036
Palabras clave
© 2023 Andry Herawati et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Subject and purpose of work
Because there was a reduced market for their products as a result of the COVID-19 pandemic, several micro, small & medium-sized enterprise (MSME) actors went out of business. One way to boost marketing performance is through digital marketing. 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 the Association of Retired Workers and Families (Pertakina), an SME of Blitar Regency, which has various kinds of businesses producing very varied and creative products, including food, drinks, services, and handicrafts.
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. Using a straightforward random sampling technique, 72 MSME actors who have used digital marketing were chosen as samples. Quantitative data samples are MSME actors who have used digital marketing to market their products. An initial sample of qualitative data sources was selected purposively, using the chairman of Pertakina Blitar and Pertakina MSMEs as the key informant. Subsequent informants were then selected by snowball sampling based on the information given by the key informant; they were Pertakina MSME actors who have not done digital marketing. The researchers consider the sample to be saturated (data saturation) with as many as 18 respondents. The information was gathered through literature reviews, surveys, interviews, observations, and documentation.
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 programme 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 that Pertakina conduct training by a competent trainer in the field of digital marketing technology to improve the MSMEs actors’ abilities. Furthermore, this can be done in collaboration with the government and universities.