American Journal of Economic and Management
Business
p-ISSN: XXXX-XXXX
e-ISSN:
2835-5199
Vol. 3 No. 5 May 2024
American Journal of Economic and Management
Business
p-ISSN: XXXX-XXXX
e-ISSN:
2835-5199
Vol. 3 No. 5 May 2024
Strategies for the
Utilization of Information Technology in Micro, Small, and Medium Business
Marketing
Muhamad Zaenal Asikin1*, Adelia Azzahra2, Fahad
Khan Afridi3
1Politeknik Siber
Cerdika Internasional,
Cirebon, West Java, Indonesia
2Swadaya Gunung
Jati University, Cirebon, West Java, Indonesia
3Qurtuba University of
Science and Information Technology, Dera Ismail Khan, Pakistan
Email: [email protected]1, [email protected]2,
[email protected]3
Abstract
This study
aims to examine the strategy of using information technology in MSME marketing
to enhance their competitiveness in an increasingly competitive global market.
The research method involves identifying and collecting literature from various
relevant sources, including scientific journals, academic articles, textbooks,
research reports, and conferences discussing the use of information technology
in the context of MSME marketing. The findings indicate that strategies
utilizing information technology, such as digital marketing, e-commerce, and
social media, can help MSMEs overcome marketing challenges, increase
visibility, and expand market share. The conclusion of this study is that MSMEs
that successfully adopt information technology in their marketing strategies
can enhance their competitiveness and business sustainability in the global
market. This research emphasizes the importance of education and training for
MSMEs to leverage information technology effectively.
Keywords:
Information Technology, Entrepreneurship, MSME, Business Marketing.
INTRODUCTION
In the era of globalization and the
rapid development of information technology, micro, small, and medium
enterprises (MSMEs) play a crucial role in the local and global economy
In recent decades, information
technology development has changed how MSMEs operate. Information Technology no
longer functions only as an operational support tool but also as an important
marketing strategy
One of the important aspects of this
digital transformation is the ability of MSMEs to overcome geographical and
economies of scale constraints that may be obstacles to reaching a wider market ;
However, the implementation of
information technology in the context of MSME marketing is not without
challenges. MSMEs often face limited resources, both financially and in terms
of technical expertise
This research is crucial given the
rapid changes in technology and the market that can affect the sustainability
of MSMEs if they do not adapt promptly. Moreover, with increasing global
competition, MSMEs must leverage information technology to remain competitive.
Failure to do so may result in them lagging and missing significant market
opportunities
Previous research by Azizah (2019) indicated that MSME managers in Surabaya did
not experience significant issues in accessing technology materials but lacked
skills, especially in information search strategies. Research by Afifah (2023) showed that financial literacy, the use of
information technology, and accounting information systems positively impact
MSME performance. However, these studies did not specifically address effective
digital marketing strategies for MSMEs. The novelty of this research lies in
its focus on identifying effective strategies for using information technology
in MSME marketing in Indonesia and evaluating its impact on MSME business
performance, aiming to fill the existing gap by providing practical guidelines
for MSMEs.
The study seeks to identify effective
strategies and evaluate their impact while also understanding the challenges
and opportunities MSMEs face in adopting information technology. Expected
benefits include improved operational efficiency and sales for MSMEs, more
targeted policies for government support, contributions to academic literature,
and practical marketing strategies for business practitioners. Practical
implications involve the formulation of government policies to support MSME
digital transformation, enhancement of MSME marketing strategies, and the
development of educational curricula related to entrepreneurship and
information technology.
LITERATURE REVIEW
Resource Based View
Researchers use the Resource View
theory to evaluate how information technology can be used to improve the
competitiveness of MSMEs
Information and
Communication Technologies (ICT)
Many different types of
internet-based, electronic, digital tools, systems, programs, software, and
hardware—referred to as information and communication technologies (ICTs)—are
designed to increase productivity while minimizing the effort expended
Information Technology
uses in MSME of Indonesia
In Indonesia, the growth of micro,
small, and medium-sized businesses accounts for around 70.3% of the workforce
and contributes about 60.34 percent to the GDP
When compared to other business
sizes, microbusinesses have the highest number of instances. In 2019, 98.68%,
or 64.6 million microbusiness units, were present. Given this large figure,
microbusinesses do play an important role in creating jobs. The number of
people employed by microbusinesses in 2019 was 109.8 million, or 89.04% of the
total. This highlights the significance of microbusinesses to Indonesia's
economy. Microenterprises have the ability to fuel
economic activity and provide income for most people in society because of
their enormous potential. According to Arief et al.
People can get their hands on the
things they need faster and easier thanks to the internet. Determinants of
small and medium-sized enterprise (SME) revenue, specifically: cash: To run
their day-to-day operations and generate as much profit as possible, businesses
need cash. The market's circumstances are influenced by the market's type, the
buyers' group, the market's location, the buyers' frequency, and the buyers'
preferences. A trader's skill, or more specifically, their capacity to persuade
customers to purchase their goods and generate the anticipated revenue.
According to the law of supply and demand, a company's bottom line will grow in
direct proportion to its size. Seller income may be influenced by several
aspects, including advertising, product quality, branding, packaging, and
service
Consumers and corporations may be
enticed to do business online due to the increasing number of internet users.
Businesses that operate primarily on the Internet are known as engaging in
electronic commerce, or e-commerce. Electronic commerce involves many parties,
including manufacturers, retailers, consumers, intermediaries, and ISPs
The research employs a systematic
literature review methodology to explore the use of Information Technology in
MSME marketing. The process begins with identifying and collecting relevant
literature from academic databases such as Google Scholar, JSTOR, IEEE Xplore,
ProQuest, peer-reviewed journal articles, and conference reports. Selection
criteria include relevance to the research topic, information quality, and
publication within the last 10 years, with a focus on English and Indonesian
literature. Keywords such as "Information Technology," "MSME
marketing," and "digital marketing" are used in searches, employing
Boolean operators to refine results.
Data extracted from selected
literature is analyzed thematically to identify key
patterns and trends related to Information Technology's role in MSME marketing.
This involves screening and extracting data through two independent reviewers
to minimize bias and ensure objectivity. Findings are then synthesized to
provide a comprehensive overview of current practices, challenges, and
solutions in the field. The systematic approach aims to deliver reliable and
in-depth insights while identifying areas for further research.
The use of information technology as a marketing tool for micro, small, and medium enterprises (MSMEs)
can provide flexibility in production, enable faster delivery of
software products to customers, send
and receive offers quickly and economically,
and support transactions without fast
paper.
Use of E-Commerce Platforms
In
supporting the success of small and medium enterprises (MSMEs) in Indonesia,
e-commerce platforms are very important to support business activities. Maulidina's research results (2024) show that MSMEs that
are active on e-commerce platforms are able to
increase their market reach significantly. They can reach consumers not only at
the local level but also nationally and even internationally, depending on the
scale of their operations and the products they offer.
Table 1. Model Platform
E-Commerce
|
It |
Platform
E-Commerce |
MSME
Support |
Business
Model |
|
|
Bukalapak
|
Since the end of 2017, launched partners · Bukalapak
makes stall owners partners in selling digital products (credit, data
packages, electricity tokens, PDAM reserves, BPJS, etc.). Until now, Bukalapak has collaborated with 500 thousands
stall partners and 700 thousand individual agents/independent business
actors. · It has a hawker community spread across
150 cities with members of around 5,000 people. · There is a special team (community
management) to assist the traders so that if there is input or problems, it
will be easily conveyed. · In 2019, Bukalapak
allocates Rp 1 trillion to develop Bukalapak's
partner platform. |
· Bukalapak
has features that merchant can purchase to improve their business
performance, such as ads and dashboards. · Profit sharing
with Bukalapak partners: If customers buy digital
products from partners at Bukalapak, the profits
will be shared with Bukalapak. · Exist "Priority Purchases"
feature for Bukalapak customers, which can be
purchased for some benefits (free of charge sent multiple times, cashback,
special price for subscription TV, etc) |
|
|
Tokopedia |
· In 2018 Tokopedia launched · Tokopedia partner application that allows
grocery stores to sell digital products such as credit, electricity tokens,
PDAM bills, BPJS, Telkom, Game Vouchers, and others. · In 2018, Tokopedia Centers in several
regions in Indonesia were
established with the purpose of educating sellers by training them to use the
platform and how to do product branding and marketing. · Holding a Makerfest
to support local brands and creators to compete on a national scale. · It will build warehousing facilities in a number of regions so that the delivery of products from
MSMEs to buyers is more effective and efficient |
· Tokopedia provides a variety of
Advertising Services features and services for the Dashboard view shop. · Feature Power · Merchant (subscription plans that offer a
variety of features Premium Seller Only). There is also a feature called Byme that allows the store to have its own endorsers. · Tokopedia also gets commissions from
logistics partners and partners from several digital and fintech products. |
Source: Ardiansyah
From
the data presented about the Bukalapak and Tokopedia
e-commerce platforms in supporting Micro, Small, and Medium Enterprises
(MSMEs), it can be concluded that both have taken strategic steps to expand the
reach of the MSME market, especially through the sale of digital products. Bukalapak, by involving stall partners as sellers, has
formed a wide community and provides active support through a community
management team to assist vendors. They also offer optional features that can
improve business performance, such as ads and dashboards, and implement profit
sharing with partners to strengthen partnerships. Meanwhile, Tokopedia focuses
on education and training through the Tokopedia Centre, Makerfest,
and other programs to support MSMEs in branding and marketing their products.
Tokopedia
also provides various advertising services and premium features for sellers and
plans to build warehousing facilities to improve the efficiency of MSME product
delivery. These two platforms demonstrate a strong commitment to developing the
MSME ecosystem through deep IT integration, making a positive contribution to
local economic growth. With these strategies, Bukalapak
and Tokopedia act as digital transaction platforms and agents of change in the
MSME ecosystem in Indonesia. They empower MSMEs by facilitating wider market
access and providing the infrastructure and knowledge needed to compete
effectively in the digital era. Innovative measures such as profit sharing,
premium features, and education and training reflect a long-term commitment to
improving the capabilities and competitiveness of MSMEs in the face of
increasingly complex global economic challenges. It is hoped that this approach
will continue to have a positive impact in strengthening the MSME-based economy
in Indonesia and encouraging wider digital inclusion among small and medium
business actors.
Utilization of Social Media
Social media, in
particular, has various advantages in promotional activities. For
example, conveying information to consumers does not require cost and effort,
and even the time used to convey information to many people is very short
One
of the main advantages of using social media is its ability to create a closer
and more personal relationship between MSMEs and their customers. By sharing
relevant and engaging content, MSMEs can build a loyal community that is active
and engaged in social media platforms. This direct interaction not only
increases brand awareness but also allows MSMEs to get valuable feedback in
real-time from their customers, allowing for more effective marketing strategy
adjustments
In
addition, social media also provides MSMEs with wider access to the global
market without significant geographical restrictions. With the ability to
target audiences based on online preferences, interests, and behaviors, MSMEs
can optimize their marketing campaigns to reach the right market segments. The
use of analytics tools provided by social media platforms also allows MSMEs to
measure the performance of their campaigns, track ROI (Return on Investment),
and make data-driven decisions to improve their marketing effectiveness
However,
the use of social media also requires MSMEs to have a targeted and consistent
strategy. It takes relevant, creative, and consistent content to keep followers
interested and engaged. In addition, MSMEs need to understand the rules and
ethics of using social media so as not to violate applicable provisions and
maintain their online reputation. By combining creativity, data analysis, and
effective communication, the use of social media can be one of the strong
strategic pillars in expanding market reach, building brands, and increasing
sales for MSMEs in this digital era
Digital Marketing
According
to Hossain et al.
Mujalli et al.
Besides
SEO, SEM is also an important component of digital marketing. Through the use of paid advertising on search engines such
as Google Ads, MSMEs can promote their products and services directly to users
who are searching for related information on the Internet. SEM allows MSMEs to
target audiences based on specific keywords and measure the results of their
campaigns more measurably and quickly
Digital marketing strategies also include
social media marketing, where MSMEs can leverage their presence on platforms
such as Facebook, Instagram, LinkedIn, and Twitter to build an engaged and
loyal community
In
addition, email marketing remains one of the most effective ways to communicate
directly with customers. By collecting relevant customer databases, MSMEs can
send newsletters, special promotions, or the latest information about their
products and services. Message personalization and analysis of email marketing
campaign performance also help MSMEs increase conversion rates and build
customer loyalty
The
use of content marketing is also crucial in digital marketing, where MSMEs can
create value-added and informative content to attract the interest of potential
consumers. MSMEs can build authority in their industry through blogs, videos,
infographics, or ebooks and organically increase
brand awareness. Analyzing the audience's response to content also helps MSMEs
optimize their future content strategy
Overall,
the implementation of digital marketing gives MSMEs a powerful tool to compete
in this increasingly connected and digital market. By effectively understanding
and implementing various digital marketing strategies, MSMEs can expand their
market share, increase sales, and build strong relationships with consumers
while remaining relevant in the ever-changing and evolving digital era.
CONCLUSION
Based on
the results of the study, by combining and optimizing the above strategies,
MSMEs can effectively utilize Information Technology to overcome marketing
challenges and increase their competitiveness in an increasingly competitive
global market. While some technical and operational challenges need to be
addressed, the long-term benefits of investing in IT for MSME marketing clearly
outweigh the costs and effort required. Therefore, a holistic approach to the
use of Information Technology in marketing strategies is the key to the success
of MSMEs in this digital era.
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Copyright holders:
Muhamad Zaenal
Asikin, Adelia Azzahra,
Fahad Khan Afridi (2024)
First publication right:
AJEMB – American Journal of Economic and Management
Business