Citation:

Yenny Maya Dora, Adjeng Mariana F, Zulganef, Uce K Suganda. "The Influence of Collaboration, Digital Marketing, and Social Media on the Sustainability of Micro, Small, and Medium Enterprises (MSMES) in Bandung City" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 202-210, 2024.

Abstract:

Post the Covid-19 pandemic, the challenge for MSMEs entrepreneurs is not only survival but also the sustainability of their businesses. Therefore, MSMEs are required to explore their abilities to collaborate and adopt digital technologies, as these are essential aspects of business climate growth. This research was conducted to determine the influence of collaboration, digital marketing, and social media on the sustainability of MSMEs businesses under the guidance of the Bandung Chamber of Commerce and Industry (Kadin) in Bandung City. The study was conducted on 40 MSMEs under the guidance of Kadin Bandung City who participated in training on Collaboration, Digital Marketing, and Social Media. The collected data was processed using SEM PLS. From the data analysis, it was found that digital marketing has a greater influence on the sustainability of MSMEs businesses under the guidance of Kadin Bandung City, followed by collaboration and social media. Thus, MSMEs need assistance to become more tech-savvy for the sustainability of their businesses. Collaboration with various parties is necessary to master technology in order to utilize digital marketing and social media fully.

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Keywords:

Business Sustainability, Collaboration, Digitalization, MSMEs, Social Media.