Digital Marketing for Small and Medium Enterprise (SME) in Indonesia

摘要

Digital marketing is one of the activities carried out by organizations to improve organizational performance and provide the best service for customers. The use of digital is very important for every organization, including Digital Marketing for Small and Medium Enterprise (SME). The use of digital marketing for SME provides an opportunity for these businesses to compete with other competitors, including large organizations. There are still many SME that have not used digital marketing for marketing activities. With technological developments, it is important to know the factors of adopting digital marketing, especially SME. This literature uses a systematic literature review method, 28 variables were determined as factors for the adoption of digital marketing for SME from 20 international published studies. A total of 12 technological factors, 20 organizational factors, and 8 environmental factors in the adoption of digital marketing for SME.