MSMEs’ Technology Readiness: Indicator and Index in Adopting 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.