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Sequential Explanatory Approach: Digital Marketing Implementation Acceleration Programme that Supports the Marketing Performance of Msme Actors

Author

Listed:
  • Herawati Andry
  • Sarwani Sarwani
  • Sri Lestari Damajanti
  • Listyawati Liling

    (1 Dr Soetomo University, Faculty of Administrative Sciences, Surabaya, Indonesia)

  • Raharja Alda

    (2 Dr Soetomo University, Faculty of Engineering, Surabaya, Indonesia)

Abstract

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.

Suggested Citation

  • Herawati Andry & Sarwani Sarwani & Sri Lestari Damajanti & Listyawati Liling & Raharja Alda, 2023. "Sequential Explanatory Approach: Digital Marketing Implementation Acceleration Programme that Supports the Marketing Performance of Msme Actors," Economic and Regional Studies / Studia Ekonomiczne i Regionalne, Sciendo, vol. 16(4), pages 567-597, December.
    • Handle: RePEc:vrs:ecoreg:v:16:y:2023:i:4:p:567-597:n:4
    DOI: 10.2478/ers-2023-0036
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    References listed on IDEAS

    as
    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
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    More about this item

    Keywords

    digital marketing; acceleration programme; marketing performance; marketing cyfrowy; program akceleracji; wydajność marketingu;
    All these keywords.

    JEL classification:

    • D47 - Microeconomics - - Market Structure, Pricing, and Design - - - Market Design
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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