Citation:

Aryoga Wiweko, Adi Wahyu Anggara. "A Review of Digital Marketing Practices among SMEs in Indonesia: Trends, Challenges, and Opportunities" International Research Journal of Economics and Management Studies, Vol. 4, No. 5, pp. 315-323, 2025.

Abstract:

This literature review examines how Indonesian Small and Medium Enterprises (SMEs) are transforming their marketing strategies in response to the rise of digital technologies. Focusing on peer-reviewed studies published between 2018 and 2024, the paper synthesizes key findings on the adoption of digital marketing tools among SMEs across different regions in Indonesia. The review highlights commonly used platforms such as Instagram, WhatsApp Business, Shopee, and Tokopedia, as well as emerging trends in influencer marketing, live commerce, and short-form video content. Despite increasing adoption, many SMEs still face critical challenges, including limited digital literacy, inadequate infrastructure in rural areas, and financial constraints that hinder effective and sustainable implementation. Furthermore, the lack of strategic integration and long-term planning often results in fragmented digital efforts. The study also identifies several enabling factors, including government programs like “UMKM Go Digital,” platform-based seller education, and expanding mobile internet penetration. These findings contribute to a more comprehensive understanding of Indonesia’s SME digital landscape and suggest that a combined approach, strengthening internal capabilities while enhancing external ecosystem support essential for accelerating inclusive digital marketing transformation.

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Keywords:

Digital Marketing, SMEs, Indonesia, Technology Adoption, Social Media, E-commerce, Digital Transformation.