Jul 2026· Dinasti International Journal of Economics, Finance & Accounting· Vol 7, pp. 1589-1602· 0 citations· 21 references
TL;DR
This study concludes that digitalization is not merely the adoption of technical tools, but rather the construction of integrated internal capabilities ensuring that digital investments yield a sustainable competitive advantage instead of becoming an operational burden.
Abstract
This study aims to synthesize current literature on the role of digital marketing strategies, e-commerce, and technological innovation in enhancing the resilience and sustainability of MSMEs. Drawing from a systematic review of 14 international journals, the analysis maps out MSME survival mechanisms through a well-defined strategic sequence. This path begins with strengthening human capital through financial and digital literacy to mitigate the risk of inflated operational costs. The success of this digital transformation heavily relies on developing dynamic organizational capabilities to respond agilely to volatile platform dynamics. At the operational level, short-form video content and omnichannel marketing tactics prove to be the most efficient methods for building brand awareness and customer engagement. Furthermore, leveraging e-commerce platforms alongside a strong entrepreneurial orientation serves as the primary driver for business growth and long-term financial viability during economic disruptions. This study concludes that digitalization is not merely the adoption of technical tools, but rather the construction of integrated internal capabilities. Management readiness and infrastructure support are critical factors ensuring that digital investments yield a sustainable competitive advantage instead of becoming an operational burden.
This study examines how digital marketing contributes to the competitiveness of micro, small, and medium enterprises (MSMEs) in the Industry 4.0 era. Rather than treating social media, search engine optimization, content marketing, e-commerce, and online marketplaces as isolated promotional tools, the review conceptualizes them as a portfolio of complementary organizational capabilities. A structured integrative literature review was conducted to synthesize conceptual and empirical research on digital transformation, digital marketing adoption, customer engagement, and SME performance. The synthesis identifies five interrelated capability domains: social media interaction, content and search visibility, e-commerce and marketplace participation, customer data and analytics, and cross-channel integration. These capabilities influence performance through improved market visibility, customer engagement, trust, conversion, retention, and market learning. However, the relationship is contingent on digital literacy, managerial commitment, technological readiness, financial and human resources, logistics and payment infrastructure, and platform-related risks. The evidence supports a broadly positive association between digital marketing capability and MSME outcomes, but causal claims should remain cautious because much of the literature is cross-sectional, self-reported, and context-specific. The article contributes a capability-mechanism-outcome framework and a staged implementation agenda for MSME managers and policymakers. It concludes that sustainable competitiveness depends less on the adoption of a single platform than on the coordinated development, measurement, and continuous reconfiguration of digital marketing capabilities.
Mochammad Fahmi, Carnaval Rego Rio Sidabutar· International Journal of Bus...· 0 citations
The study underscored the importance of integrating digitalization with innovation-driven strategies to achieve long-term business success and provided valuable insights for entrepreneurs, policymakers, and industry stakeholders in developing frameworks that support digital transformation and sustainable micro-business practices.
Marivic Pogado· Psychology and Education: A...· 0 citations
Small and Medium Micro, Small, and Medium Enterprises (MSMEs) represent the foundational anchor of the Indonesian economy, contributing over 60% of the national Gross Domestic Product (GDP). However, the contemporary landscape—characterized by rapid technological acceleration and volatile consumer preferences—poses unprecedented survival risks. This article analyzes how business sustainability can be systematically achieved through the dual leverage of Digital Marketing Capability (DMC) and Innovation Capability (IC). Integrating perspectives from Dynamic Capabilities Theory and recent empirical datasets within the Indonesian context, this paper reveals an essential structural nuance: digital marketing capabilities do not automatically guarantee long-term survival. Instead, their value is unlocked when paired with or channeled through robust innovation mechanisms.
Micro, Small, and Medium Enterprises (MSMEs) in Central Java continue to face challenges in managing digital marketing, particularly in terms of technological capability, access to funding, and market competitiveness. Although digital platforms provide broader market opportunities, many MSMEs still struggle to implement digital marketing strategically and sustainably. This study aims to identify the key drivers of digital marketing management among MSMEs and examine the structural relationships among these drivers within a systemic framework. The study employed a qualitative approach using Soft Systems Methodology (SSM) with CATWOE analysis and prospective analysis through the MULTIPOL method. Data were collected through focus group discussions involving stakeholders from the MSME digital marketing ecosystem in Central Java. The findings reveal that national and municipal regulations, funding support, technical IT support, product quality, and product diversification are the main factors influencing digital marketing performance. In addition, education-based strategies, digital marketing training, and product development were identified as the most influential strategic actions in strengthening MSME competitiveness. The study concludes that effective digital marketing management requires integrating institutional support, digital capability development, and market-oriented product strategies. These findings provide practical insights for policymakers and MSME actors in designing more adaptive and sustainable digital marketing strategies.
D. Trisnawati, Rosana Eri Puspita, A. Radiamoda· Jurnal Ilmiah Manajemen Kesa...· 0 citations
This research paper examines the transformative impact of 2026 digital marketing trends on the business performance of Micro, Small, and Medium Enterprises (MSMEs) in Coimbatore, India. By 2026, the marketing landscape has shifted significantly toward artificial intelligence (AI)-driven personalization, social commerce, and sustainable marketing practices. Utilizing a Structural Equation Modeling (SEM) approach with AMOS 28.0, this study investigates how these trends influence critical performance dimensions such as consumer trust, brand loyalty, and purchase intention. Data collected from a sample of MSMEs across Coimbatore's industrial and retail sectors reveals that AI adoption and localized data-driven advertising are major predictors of enhanced business outcomes. Specifically, the integration of predictive analytics and automated customer engagement tools has been shown to strengthen the relationship between brand identity and consumer satisfaction. The findings offer a strategic roadmap for Coimbatore business owners to leverage advanced marketing technologies to maintain competitive relevance in a rapidly evolving digital economy.
Manoj Kumar· EPRA International Journal o...· 0 citations
This study examines the implementation of digital marketing as a marketing strategy for micro, small, and medium enterprises (MSMEs) and its contribution to the development of Batak Toba and Batak Simalungun ulos products at Horas Market. The research was conducted at Misel Nadeak Ulos Store, a traditional cultural product business established in 2016. Using a qualitative research approach, data were collected through interviews, observations, and documentation involving business owners and individuals involved in digital marketing activities. The findings indicate that the adoption of digital marketing through TikTok Live and Shopee expanded market reach, increased product visibility, strengthened customer trust, and improved purchasing accessibility. Digital platforms enabled customers to access products and conduct transactions without geographical limitations. However, challenges related to human resource management and digital content consistency remained during implementation. The study concludes that digital marketing serves as an effective strategy for enhancing MSME competitiveness, business sustainability, and the promotion of traditional cultural products in the digital marketplace.
Imelda Sabrina Sibarani, Ronauli Zebua, Terintia Riahni Tampubolon et al.· Journal of Social Humanities...· 0 citations
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