THE INFLUENCE OF DIGITAL MARKETING ON THE INCREASE OF MSMES INCOME IN PALEMBANG

Abstract

Micro Small and Medium Enterprises (MSMEs) played a crucial role in the local economy, including in the city of Palembang. With the rapid development of digital technology, digital marketing has became an increasingly popular and relevant strategy for MSMEs to expand their reach and improve their business performance. Digital marketing had a similar meaning to electronic marketing (e-marketing) as both describe the management and execution of marketing using electronic media. The background of the problem lied in the lack of digital knowledge and skills among MSMEs practitioners and the limited income of MSMEs due to the limited reach of the target market. This research aim to investigate the impact of digital marketing on the income improvement of Micro Small, and Medium Enterprises (MSMEs) in Palembang. The research method used was qualitative, employing surveys with the collection of primary data through questionnaires distributed to MSMEs practitioners in Palembang. It was expected that the findings of this research will provide valuable insights for MSMEs practitioners to understand the potential and benefits of digital marketing in increasing their income. Additionally, the research findings could serve as input for the government and support institutions to develop programs that support the adoption of digital marketing for MSMEs in Palembang.