Systematic Literature Review: Digital Marketing Strategy and Its Impact on MSME Growth in Indonesia

DOI

10.2991/978-94-6463-974-2_28How to use a DOI?

Keywords

Digital Marketing; MSMEs; Social Media; Marketplaces; Growth; Public Policy; Gernas BBI; MSMEs Go Digital

Abstract

Digital marketing has become a primary driver of growth for micro, small, and medium enterprises (MSMEs) in Indonesia. The digital transformation enables MSMEs to expand their markets, increase brand awareness, and strengthen global competitiveness. This study employs a Systematic Literature Review (SLR) of 35 national and international articles published between 2020 and 2025 focusing on digital marketing and MSMEs. The findings indicate that social media (Facebook, Instagram, TikTok, WhatsApp Business), marketplaces (Shopee, Tokopedia, Lazada), and SEO/Google Ads are the dominant approaches shown to increase sales by 20–50%, broaden market reach, and rein force MSME brand image. However, barriers such as low digital literacy, limited capital, and technological infrastructure constraints still hinder optimal implementation. These findings align with national policy directions, particularly the National Movement ―Proudly Made in Indonesia‖ (Gernas BBI) and the―MSMEs Go Digital‖ initiative, which promote marketplace onboarding, stronger promotion and curation of local products, and the use of procurement channels via e-catalogues/local catalogues. The policy implications highlight the need for sustained digital literacy programs, micro-financing schemes for content/advertising activities, accelerated infrastructure equalization, and closer integration of government training programs with MSMEs’ real needs so that the adoption of digital strategies delivers broad and lasting impact.

Copyright

© 2025 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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TY  - CONF
AU  - Krisma Merinda
AU  - Paulus Freddy Krissanjaya
AU  - Mursyid Hasan Basri
AU  - Roky Apriansyah
PY  - 2025
DA  - 2025/12/25
TI  - Systematic Literature Review: Digital Marketing Strategy and Its Impact on MSME Growth in Indonesia
BT  - Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)
PB  - Atlantis Press
SP  - 195
EP  - 201
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-974-2_28
DO  - 10.2991/978-94-6463-974-2_28
ID  - Merinda2025
ER  -