UTILIZATION OF DIGITAL MARKETING AND TECHNOLOGY CAPABILITIES BY MSMES IN DEVELOPING MARKETING PERFORMANCE IN PEMANGKAT

Abstract

Advances in digital technology have triggered changes in business marketing methods, including in the Micro, Small, and Medium Enterprises (MSMEs) sector. This study aims to analyze the use of digital marketing and technology capabilities by MSMEs in developing marketing performance in Pemangkat District. The methodology used is a descriptive qualitative approach through a literature review that includes various scientific journals, research articles, and other relevant sources that discuss digital marketing, technological capabilities, and MSME marketing performance. The findings of this study show that the implementation of digital marketing through social media platforms, marketplaces, WhatsApp Business, and other digital platforms can expand market reach, improve interaction with customers, and increase sales of MSME products. However, its implementation is still faced with a number of challenges, such as low levels of digital literacy, limitations in technological capabilities, and lack of support for businesses. Technology capabilities are proving to be an important element that influences the success of digital marketing implementation. Therefore, it is necessary to strengthen digital competence through training, mentoring, and cooperation between the government, educational institutions, and the business community to improve the competitiveness and marketing performance of MSMEs in Pemangkat. This research provides insight into the real state and strategies for strengthening digital marketing as well as technological capabilities to support sustainable digital transformation in MSMEs.