Analysis of the Impact of Technological Change on Marketing Practices

Authors

  • Zunan Setiawan Universitas Ahmad Dahlan
  • Hommy Dorthy Ellyany Sinaga Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
  • Chevy Herli Sumerli A. Universitas Pasundan
  • Loso Judijanto IPOSS Jakarta, Indonesia

DOI:

https://doi.org/10.58812/wsjee.v1i10.268

Keywords:

Technological Change, Marketing Practices, MSMEs

Abstract

This research investigates the impact of technological change on the marketing practices of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia through a comprehensive quantitative analysis. Surveys were conducted among a diverse sample of 500 MSMEs, spanning various sectors. The findings reveal a landscape of varied technological adoption, with financial constraints and a digital skills gap emerging as predominant challenges. Nevertheless, the study highlights the transformative potential of technology, showcasing improved customer engagement, expanded market reach, and enhanced performance metrics. The synthesis of results informs practical strategies for MSMEs, policy recommendations for stakeholders, and avenues for future research. This research contributes valuable insights into the nuanced relationship between technology and MSMEs, offering a foundation for informed decision-making in the rapidly evolving digital landscape.

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Published

2023-10-31

How to Cite

Setiawan, Z., Sinaga, H. D. E., A., C. H. S., & Judijanto, L. (2023). Analysis of the Impact of Technological Change on Marketing Practices. West Science Journal Economic and Entrepreneurship, 1(10), 472–477. https://doi.org/10.58812/wsjee.v1i10.268

Issue

Vol. 1 No. 10 (2023): West Science Journal Economic and Entrepreneurship

Section

Articles

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Copyright (c) 2023 Zunan Setiawan, Hommy Dorthy Ellyany Sinaga, Chevy Herli Sumerli A., Loso Judijanto

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