Abstract:
Purpose
In today’s digital era, many Micro Small and Medium Enterprises (MSMEs)
depend on online tools to develop their business, and some others have made it their
key strategy. With the trend in the market to shift into the digital business era,
therefore, through this study is expected to find out how four digital marketing
strategies within social media marketing, SEO, e-commerce, and content marketing
affect the business performance of MSMEs in the Bekasi District.
Findings
Data were collected from 142 MSME owners through an online survey and
analyzed using SmartPLS. The results show that social media marketing and SEO
positively affect business performance in the Bekasi District because they are
simple, affordable, and easy to use. Content marketing also helps. However, e-
commerce does not have much impact, likely because many businesses are still not
ready to use it.
Recommendation
MSMEs should focus more on social media and SEO. Digital marketing training is
also important so business owners can improve their skills and prepare to use more
advanced platforms like e-commerce.
