THE ROLE OF DIGITAL MARKETING IN THE ERA OF DIGITALIZATION IN ENCOURAGING THE GROWTH OF MSMES IN BANTAENG REGENCY

Authors

  • Annisah Nurul Fadilah T Program Studi Bisnis Digital, Universitas Prof. Dr. H. M. Arifin Sallatang
  • Marini Sumarni Program Studi Bisnis Digital, Universitas Prof. Dr. H. M. Arifin Sallatang
  • Miftahul Nurjannah Jamal Program Studi Bisnis Digital, Universitas Prof. Dr. H. M. Arifin Sallatang

DOI:

https://doi.org/10.61912/jeinsa.v5i1.346

Keywords:

Digital Marketing, MSME Growth, Strategy

Abstract

This study aims to analyze the role of digital marketing in driving the growth of Micro, Small, and Medium Enterprises (MSMEs) in Bantaeng Regency, with a focus on digital marketing strategies and their impact on product visibility and sales. Using a qualitative approach through in-depth interviews and observations of two MSMEs: Laura Clothing Store and Indah Learning Tutoring, the results show that digital marketing through TikTok, Instagram, WhatsApp, and Shopee is effective in expanding market reach, increasing brand awareness, and product sales. The strategies implemented include SEO, content marketing, social media marketing, and paid advertising. However, MSMEs face challenges such as budget constraints, difficulty managing content, and a lack of technical knowledge. The study concludes that digital marketing has great potential to support MSME growth, but requires adaptive strategies and training and guidance to overcome these obstacles.

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Published

2026-02-12

How to Cite

Fadilah T, A. N., Sumarni, M. ., & Jamal, M. N. . (2026). THE ROLE OF DIGITAL MARKETING IN THE ERA OF DIGITALIZATION IN ENCOURAGING THE GROWTH OF MSMES IN BANTAENG REGENCY. Jurnal Ekonomi Ichsan Sidenreng Rappang, 5(1), 01–09. https://doi.org/10.61912/jeinsa.v5i1.346

Issue

Vol. 5 No. 1 (2026): hal

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Articles

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