DIGITAL MARKETING IN PERFORMANCE OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) IN BEKASI DISTRICT

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.