The Dynamics of SME Digital Marketing in the Digital Business Ecosystem
DOI:
https://doi.org/10.38035/gijea.v3i1.384Keywords:
Digital marketing, E-Commerce, MSMEs, Customer Loyal, Literature reviewAbstract
The rapid advancement of digital technology has transformed business practices globally, impacting not only large corporations but also Micro, Small, and Medium Enterprises (MSMEs). In the digital era, MSMEs are required to adopt innovative strategies, particularly in marketing, to remain competitive and sustainable. Digital marketing has emerged as a crucial tool for MSMEs to expand market reach, improve operational efficiency, and better engage with consumers through platforms such as social media, e-commerce, and digital analytics. In Indonesia, digital adoption among MSMEs is growing significantly. As of December 2023, approximately 41.2% of MSMEs have integrated into the digital ecosystem, with the government targeting 30 million MSMEs to be digitalized by 2024. Despite the promising growth and numerous benefits such as increased revenue and market access MSMEs still face major challenges including limited digital literacy, inadequate infrastructure, and financial constraints. This study aims to conduct a literature review on the dynamics of digital marketing among MSMEs within the digital business ecosystem. It seeks to explore the factors influencing the effectiveness of digital marketing strategies, the challenges faced in their implementation, and the adaptive measures adopted by MSMEs. The findings are expected to provide strategic insights for MSME development and inform policymakers in creating a supportive digital economic environment. Ultimately, this review aspires to contribute to the formulation of inclusive and sustainable digital marketing strategies for MSMEs in Indonesia.
References
Abrar, M. F., Sohail, M., Ali, S., Majeed, M. F., & Shah, I. A. (2019). De?motivators for the adoption of agile methodologies for large?scale software development teams: An SLR from management perspective—Faisal Abrar—2020—Journal of Software: Evolution and Process—Wiley Online Library. https://doi.org/10.1002/smr.2268
Affandi, M. R., Dasuha, B. L. P., & Parapat, D. S. (2025). DINAMIKA DIGITALISASI DAN MANAJEMEN KEUANGAN UMKM: LITERATURE REVIEW IMPLEMENTASI FINTECH DAN DIGITAL MARKETING PADA UMKM. Jurnal Manajemen dan Pemasaran ( JUMPER ), 3(2). https://doi.org/10.51771/jumper.v3i2.1425
Akbari, A. D., Kurniawan, W., & Habyba, A. N. (2025). PENGEMBANGAN STRATEGI PEMASARAN MELALUI PENDAMPINGAN DIGITAL MARKETING PADA UMKM IKEDA. Jurnal AKAL: Abdimas Dan Kearifan Lokal, 6(1), Article 1. https://doi.org/10.25105/akal.v6i1.20361
Alam, S. M., & Mubarak, M. A. (2025). The relationship between digital marketing and consumer brand perception. Competitiveness Review: An International Business Journal, ahead-of-print(ahead-of-print). https://doi.org/10.1108/CR-02-2024-0035
Al-Azzam, A. F., & Al-Mizeed, K. (2021). The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan. The Journal of Asian Finance, Economics and Business, 8(5), 455–463. https://doi.org/10.13106/JAFEB.2021.VOL8.NO5.0455
Albhirat, M. M., Rashid, A., Rasheed, R., Rasool, S., Zulkiffli, S. N. A., Zia-ul-Haq, H. M., & Mohammad, A. M. (2024). The PRISMA statement in enviropreneurship study: A systematic literature and a research agenda. Cleaner Engineering and Technology, 18, 100721. https://doi.org/10.1016/j.clet.2024.100721
Bajaj, Y., Kashiramka, S., & Singh, S. (2020). Application of capital structure theories: A systematic review. Journal of Advances in Management Research, 18(2), 173–199. https://doi.org/10.1108/JAMR-01-2020-0017
Deb, S. K., Nafi, S. Md., & Valeri, M. (2024). Promoting tourism business through digital marketing in the new normal era: A sustainable approach. European Journal of Innovation Management, 27(3), 775–799. https://doi.org/10.1108/EJIM-04-2022-0218
Deng, K., & Kwong, S. C. (2025). Bridging Digital Gaps: Industry-Specific Challenges and Opportunities for Guangxi’s SMEs in Digital Transformation. Uniglobal Journal of Social Sciences and Humanities, 4(1), Article 1. https://doi.org/10.53797/ujssh.v4i1.31.2025
Ding, Y. (2021). Design and implementation of blockchain-based digital advertising media promotion system. In Peer-to-Peer Networking and Applications (Vol. 14, Issue 2, pp. 482–496). https://doi.org/10.1007/s12083-020-00984-5
Ding, Y., Tu, R., Xu, Y., & Park, S. K. (2022). Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love. Frontiers in Psychology, 13. Scopus. https://doi.org/10.3389/fpsyg.2022.968722
Fadhli, K., & Pratiwi, N. D. (2021). PENGARUH DIGITAL MARKETING, KUALITAS PRODUK, DAN EMOSIONAL TERHADAP KEPUASAN KONSUMEN POSKOPI ZIO JOMBANG. Jurnal Inovasi Penelitian, 2(2), Article 2. https://doi.org/10.47492/jip.v2i2.684
Felix, A. (2023). Analysis of Key Factors for Improved Customer Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. Aptisi Transactions on Technopreneurship (Att), 5(2sp), 196–208. https://doi.org/10.34306/att.v5i2sp.350
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand. Management & Marketing, 14(3), 278–291. https://doi.org/10.2478/mmcks-2019-0020
Furquim, T. S. G., Quaesner, L. S., Martins, T. S., & Korelo, J. C. (2025). Beyond clicks and likes: A typology of affect in digital marketing. European Journal of Management and Business Economics, ahead-of-print(ahead-of-print). https://doi.org/10.1108/EJMBE-08-2024-0278
Harie, Y., Gautam, B. P., & Wasaki, K. (2023). Computer Vision Techniques for Growth Prediction: A Prisma-Based Systematic Literature Review. Applied Sciences, 13(9), 5335. https://doi.org/10.3390/app13095335
Jiang, Y. (2021). Digital coupon promotion and platform selection in the presence of delivery effort. In Journal of Retailing and Consumer Services (Vol. 62). https://doi.org/10.1016/j.jretconser.2021.102612
Khan, H., & Khan, Z. (2021). The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity. International Business Review, 30(6), 101860. https://doi.org/10.1016/j.ibusrev.2021.101860
Luckyardi, S., & Apriliani, D. A. (2022). PEMASARAN KULINER INDONESIA BERBASIS DIGITAL MARKETING SEBAGAI SARANA GASTRO DIPLOMASI. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(2), Article 2. https://doi.org/10.32815/jibeka.v16i2.968
Martono, A., & Ramdani, E. (2024). Faktor-faktor yang Berpengaruh pada Struktur Modal dan Kaitan dengan Teori Pecking Order & Trade-off: Systematic Literature Review. Jurnal Ekonomi Efektif, 6(3), Article 3. https://doi.org/10.32493/JEE.v6i3.40623
Maurya, R., Mohta, A., & Shunmugasundaram, V. (2023). IMPACT OF FINANCIAL LITERACY ON INVESTORS: A SYSTEMATIC LITERATURE REVIEW USING PRISMA PROTOCOL. International Journal of Accounting & Finance Review, 14(1), Article 1. https://doi.org/10.46281/ijafr.v14i1.1975
Nalbant, K. G., & Aydin, S. (2025). A bibliometric approach to the evolution of artificial intelligence in digital marketing. International Marketing Review. https://doi.org/10.1108/IMR-04-2024-0132
Nazir, S., Khadim, S., Ali Asadullah, M., & Syed, N. (2023). Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach. Technology in Society, 72, 102190. https://doi.org/10.1016/j.techsoc.2022.102190
Nyquist, A.-M., Farshid, M., & Brown, T. (2025). Employing digital twin technology in the pursuit to avert sustainable marketing myopia. Journal of Research in Marketing and Entrepreneurship, 27(2), 277–293. https://doi.org/10.1108/JRME-01-2024-0007
Pati, D., & Lorusso, L. N. (2018). How to Write a Systematic Review of the Literature. https://journals.sagepub.com/doi/abs/10.1177/1937586717747384
Paul, J., Lim, W. M., O’Cass, A., Hao, A. W., & Bresciani, S. (2021). Scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR). International Journal of Consumer Studies, 45(4), O1–O16. https://doi.org/10.1111/ijcs.12695
Purnomo, Y. J. (2023). Digital Marketing Strategy to Increase Sales Conversion on E-commerce Platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54–62. https://doi.org/10.61100/adman.v1i2.23
Raza, S. H. (2021). Effect of cultural distinctiveness and perception of digital advertising appeals on online purchase intention of clothing brands: Moderation of gender egalitarianism. In Information (Switzerland) (Vol. 12, Issue 2, pp. 1–19). https://doi.org/10.3390/info12020072
Rizvanovi?, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186, 122128. https://doi.org/10.1016/j.techfore.2022.122128
Sirodjudin, M., & Sudarmiatin, S. (2023). Implementasi Digital Marketing Oleh UMKM Di Indonesia: A Scoping Review. Jurnal Ekonomi, Bisnis Dan Manajemen, 2(2), Article 2. https://doi.org/10.58192/ebismen.v2i2.783
Takainga, T., Simon, S., & Dumbu, D. (2025). Dynamics Of Digital Marketing Metrics For Sustainable Return On Investment Of Selected Dry Cleaning Small To Medium Enterprises In Harare Metropolitan Province, Zimbabwe.
Wicaksono, S. R., Setiawan, R., & Purnomo, P. (2022). Decision Support System for Stock Trading: Systematic Literature Review using PRISMA. Sainteknol?: Jurnal Sains Dan Teknologi, 20(1), Article 1. https://doi.org/10.15294/sainteknol.v20i1.37744
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Fadillah Fadillah, Fismayatni Cholifah, Azzahra Putri, Yulia Fitriani, Mohammad Rizan, Setyo Ferry Wibowo
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright :
Authors who publish their manuscripts in this journal agree to the following conditions:
- Copyright in each article belongs to the author.
- The author acknowledges that the GIJEA has the right to be the first to publish under a Creative Commons Attribution 4.0 International license (Attribution 4.0 International CC BY 4.0).
- Authors can submit articles separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal to other versions (for example, sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time at GIJEA.
