The Role of Digital-Based Marketing Management in Expanding the Market Reach of MSMEs in Deli Serdang Regency
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a significant role in regional economic development; however, many MSMEs face challenges in expanding their market reach due to limited marketing capabilities and intense competition. The rapid development of digital technology has created new opportunities for MSMEs to overcome these limitations through digital-based marketing management. This study aims to examine the role of digital-based marketing management in expanding the market reach of MSMEs in Deli Serdang Regency. This research employs a quantitative explanatory approach using a cross-sectional design. Data were collected from 100 MSMEs in Deli Serdang Regency that actively utilize digital marketing platforms. The data were analyzed using descriptive statistics, validity and reliability tests, and simple linear regression analysis with the assistance of SPSS software. The results indicate that digital-based marketing management has a positive and significant effect on market reach expansion among MSMEs. Effective management of digital marketing activities enables MSMEs to increase customer numbers, expand geographical market coverage, and enhance brand visibility. The findings suggest that digital-based marketing management is a key strategic factor in improving MSME competitiveness and supporting sustainable business growth. This study provides practical implications for MSME owners and policymakers to strengthen digital marketing capabilities through training programs, strategic guidance, and improved digital infrastructure to maximize market expansion opportunities.
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2020). Marketing: An introduction (14th ed.). Pearson Education.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321–339.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., … Wang, Y. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
OECD. (2019). OECD SME and entrepreneurship outlook 2019. OECD Publishing. https://doi.org/10.1787/34907e9c-en
Pradiani, T. (2018). Pengaruh sistem pemasaran digital marketing terhadap peningkatan volume penjualan hasil industri rumahan. Jurnal Ilmiah Bisnis dan Ekonomi Asia, 11(2), 46–53.
Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani, 1(1), 1–17.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.
Setiawan, M., Suryana, Y., Ahman, E., & Machmud, A. (2020). Digital marketing adoption and MSME performance. International Journal of Innovation, Creativity and Change, 11(3), 255–272.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Braşov, 9(1), 51–56.
Widyastuti, S., Nugroho, A., & Hidayat, R. (2022). Digital marketing strategy and MSME competitiveness. Journal of Asian Finance, Economics and Business, 9(2), 345–354. https://doi.org/10.13106/jafeb.2022.vol9.no2.0345
Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile social media: The new hybrid element of digital marketing communications. Procedia – Social and Behavioral Sciences, 189, 335–343. https://doi.org/10.1016/j.sbspro.2015.03.229
Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks. Journal of Marketing Management, 33(5–6), 355–375. https://doi.org/10.1080/0267257X.2016.1143971
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses. Journal of Research in Interactive Marketing, 13(2), 179–203. https://doi.org/10.1108/JRIM-04-2018-0062
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital marketing. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
Copyright (c) 2026 Ronda Deli Sianturi, Syafriadi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors who publish in the journal agree to the following terms:
- The authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- The authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- The authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The authors warrant that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third-party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
Jurnal Ekonomi dan Bisnis Manajemen Syariah (SEMB-J), Yayasan Darussalam Bengkulu is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Based on a work at https://siducat.org/index.php/sembj/.
