A Systematic Literature Review on Digital Marketing Transformation: Trends, Challenges, and Future Directions in Indonesia
Keywords:
SMEs, digital marketing, marketplace, IndonesiaAbstract
Digital marketing has become a critical factor in the development of Small and Medium Enterprises (SMEs) in Indonesia, especially in the context of digital economic transformation and increasing global competition. This study aims to examine the strategies, challenges, and impacts of digital marketing adoption among Indonesian SMEs through a literature review approach. The analysis draws from a wide range of secondary sources, including academic journals, government reports, conference proceedings, and institutional publications from 2018 to 2024. Findings indicate that the use of digital platforms—such as social media, online marketplaces, and e-commerce websites—significantly enhances product visibility and sales performance for SMEs. However, several challenges persist, including low levels of digital literacy, limited access to technological infrastructure, and a shortage of skilled human resources. Government support, collaboration with digital platforms, and ongoing training programs are key enablers for successful digital transformation. This study highlights the need for sustained public-private partnerships to ensure inclusive and sustainable digitalization of the SME sector in Indonesia.
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