Proceedings of the International Conference on Sustainable Environment, Agriculture and Tourism (ICOSEAT 2022)

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MSMEs’ Technology Readiness: Indicator and Index in Adopting Digital Marketing

Authors
M. Wahyudin1, 1, *, N. A. Muhammad2, W. Supartono2, C. C. Chen1, K. M. Tsai3
1Department of Marketing and Distribution, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan
2Department of Agro-Industrial Technology, Universitas Gadjah Mada, Yogyakarta, Indonesia
3Department of Logistic Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan
*Corresponding author. Email: moh.wahyudin@ugm.ac.id
Corresponding Author
M. Wahyudin
Available Online 28 December 2022.
DOI
10.2991/978-94-6463-086-2_70How to use a DOI?
Keywords
Technology readiness; Small and medium enterprises; Digital marketing
Abstract

The presence of e-commerce accompanied by online shopping trends has excellent potential to move and drive the economy of micro, small and medium enterprises (MSMEs). Digital marketing utilises electronic media to promote products or services to attract customers' attention and allow customers to know more about the brand through a digital platform. For that reason, MSMEs must be able to switch from a conventional marketing system to a digital marketing system and ready to run their business with it. Therefore, the authors develop MSMEs' technology readiness to adopt digital marketing technology extending from the readiness indicators. The result obtained 21 indicators to measure MSMEs' technology readiness to adopt digital marketing platforms. Digital marketing platforms such as e-commerce and social media are relatively accepted and ready to be adopted by MSMEs for their existence and business progress in the digital era.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Environment, Agriculture and Tourism (ICOSEAT 2022)
Series
Advances in Biological Sciences Research
Publication Date
28 December 2022
ISBN
10.2991/978-94-6463-086-2_70
ISSN
2468-5747
DOI
10.2991/978-94-6463-086-2_70How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - M. Wahyudin
AU  - N. A. Muhammad
AU  - W. Supartono
AU  - C. C. Chen
AU  - K. M. Tsai
PY  - 2022
DA  - 2022/12/28
TI  - MSMEs’ Technology Readiness: Indicator and Index in Adopting Digital Marketing
BT  - Proceedings of the International Conference on Sustainable Environment, Agriculture and Tourism (ICOSEAT 2022)
PB  - Atlantis Press
SP  - 517
EP  - 523
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-086-2_70
DO  - 10.2991/978-94-6463-086-2_70
ID  - Wahyudin2022
ER  -