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Model for the Development and Optimization of Growth of Small and Medium-Sized Enterprises (SMEs)

Author

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  • Rina Nopianti
  • Tubagus Ismail
  • Imam Abu Hanifah
  • Windu Mulyasari

Abstract

Small- and Medium-Sized Enterprises play a crucial role in driving national economic progress. This study examined the influence of many external and internal factors on the adoption of digital marketing tactics to enhance sustainable business growth. A quantitative research methodology was employed, together with a purposive sampling technique, to gather data from entrepreneurs operating SMEs in Indonesia. The data were examined using structural equation modelling. This study investigated the influence of perceived utility and ease of use on the adoption of digital marketing within the setting of SMEs, using the Unified Theory of Acceptance and Use of Technology (UTAUT2) and TAM as frameworks. The findings reveal the significant influence of these factors on adoption behaviour in relation to digital marketing. Digital marketing facilitates the sustainable growth and development of SMEs. This study makes a theoretical contribution to the literature and offers valuable insights to practitioners, marketers, and policymakers.

Suggested Citation

  • Rina Nopianti & Tubagus Ismail & Imam Abu Hanifah & Windu Mulyasari, 2025. "Model for the Development and Optimization of Growth of Small and Medium-Sized Enterprises (SMEs)," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 5, pages 48-65.
    • Handle: RePEc:bas:econst:y:2025:i:5:p:48-65
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    More about this item

    JEL classification:

    • A12 - General Economics and Teaching - - General Economics - - - Relation of Economics to Other Disciplines
    • A20 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - General
    • C40 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - General

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