Implementation of Digital Marketing for Small and Medium Enterprises

Abstract

The development of information and communication technology is able to drive the transformation of traditional marketing to internet-based marketing. Marketing digitalization was initially more researched in large companies, but was still limited digital marketing researched in SMEs. This research seeks to fill the research gap with the aim of describing the implementation of digital marketing in SMEs and analyzing the impact on SME performance. This study used 184 samples of SMEs in West Sumatera. Research variables include entrepreneur aspects, business aspects and infrastructure aspects. The data were analyzed using descriptive and binary logits. The results show that gender and business scale have a significant effect on the implementation of digital marketing in SMEs. Women entrepreneurs more intensively use social media for digital marketing activities but limited resources and infrastructure cause SMEs more limited opportunities in adopting digital marketing