Utilization of Digital Marketing for MSMEs in the Production of Knitted Bags in Lembang, West Bandung Regency


  • Yusep Saepulloh STMIK LIKMI Bandung, Indonesia
  • Franciskus Antonius Alijoyo STMIK LIKMI Bandung, Indonesia




Digital Marketing, Production Strategy, Online Business.


The change in marketing system from traditional to digital marketing to face the 5.0 era forces MSMEs to make changes to their product marketing system through social media. Based on this, there are still many MSME players who do not understand digital marketing. For this reason, the aim of this research is to examine the use of digital marketing in accelerating the growth of Micro, Small and Medium Enterprises (MSMEs) in Lembang District, West Bandung. The focus of this study lies in how digital marketing strategies can be integrated into MSME business processes to increase visibility, market access, and ultimately, business performance. Using a mixed methodology approach, this research collects and analyzes data, in-depth interviews, and case studies of several MSMEs in the area. The research results show that the adoption of digital marketing, including the use of social media, search engine optimization (SEO), and content marketing, significantly contributes to increasing sales and brand building for MSMEs. Furthermore, this research identifies the challenges and opportunities faced by MSMEs in implementing digital marketing strategies, including limited resources, the need to increase digital competence, and digital market potential that has not been fully exploited. The conclusions of this study offer strategic insights for MSME owners, digital marketing practitioners, and policy makers to design and implement more effective digital marketing initiatives, thereby encouraging local economic growth and increasing the competitiveness of MSMEs in the global market


Alijoyo, A., Norimarna, S., Kaho, V. R., & Sirait, K. . (2021). Enterprise risk management as a pathway in enhancing the organization’s performance and efficacy: A case study of an Indonesian public service organization. In International Conference on New Trends in Management, Business, and Economics (Pp. 25-27).

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1). https://doi.org/10.1007/s11747-019-00695-1

Gunther, R. E. (2009). Peter Drucker-the grandfather of marketing: An interview with Dr. Philip Kotler. Journal of the Academy of Marketing Science, 37(1). https://doi.org/10.1007/s11747-008-0105-1

Kotler, P. (2016). Manajemen Pemasaran. Edisi tiga belas Bahasa. Indonesia.

Kotler, P. (2017). Philip Kotler: some of my adventures in marketing. Journal of Historical Research in Marketing, 9(2). https://doi.org/10.1108/JHRM-11-2016-0027

Maulana, A. (2022). The Relationship between Customer Value and Trust in Consumer Satisfaction and its Impact on Consumer Loyalty. International Journal Of Science Education and Technology Management Pages, 1(1), 59–69. https://ijsetm.my.id

Maulana, A., & Rosmayati., S. (2021). Social Responsibility Paradigma Prestasi Kerja Pengusaha Muslim Di Kecamatan Cicalengka Kabupaten Bandung. 2, 119–132.

Maulana, A., & Rosmayati, S. (2020). Strategi bisnis Perusahaan Jasa. Guepedia.

Muhammad Nur Fadlil, Dwi Dewianawati, & Ratna Agustina. (2022). Pengaruh Digital Marketing, Penggunaan Promosi Endorsment, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Merk Pakaian Sutr Heritage. Formosa Journal of Social Sciences (FJSS), 1(3). https://doi.org/10.55927/fjss.v1i3.1244

Noveriyanto, B., & Adawiyah, S. El. (2021). Digital Integrated Marketing Communications (Dimc) Activities of Digital Products Financial TECHNOLOGY (Fintech) “Alami.” Profetik, 14(1), 60–74. https://doi.org/10.14421/pjk.v14i1.2017

Sarbani, Y. A., & Lestari, I. (2022). Strategi Promosi Universitas Swasta melalui Instagram Pengamatan terhadap Akun Instagram Resmi 6 Universitas Swasta Unggulan di Jawa Timur. Jurnal Administrasi Bisnis FISIPOL UNMUL, 10(2), 150. https://doi.org/10.54144/jadbis.v10i2.8519

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Suhairi Suhairi, Dian Irmawani, Mira Nur Aisah, Sonia Purba, & Amalia Munajah Nasution. (2023). Peran Manajemen Pemasaran Global Dalam Meningkatkan Kepuasan Konsumen. Jurnal of Management and Social Sciences, 1(1), 42–51. https://doi.org/10.59031/jmsc.v1i1.72

Widayat. (2004). Metode Penelitian Pemasaran (Aplikasi Software SPSS). Malang: UMM Press.

Widodo, A., Wirajuda, M. H., Widjayanto, J., Widodo, A., & Widjayanto, J. (2022). Social Media and Its Influencers: A Study of Indonesian State-Defending Strategy in the 21st Century. 8(December), 133–144.

Wijaya, A. R. (2015). Analisis Peran Event Marketing We Starmusic dalam Menjaga Brand Loyalty Bir Bintang Pilsner. Jurnal Ilmiah Universitas Bakrie, 3(03).

Wiranata I, Agung A, & Prayoga I. (2021). Pengaruh Digital Marketing, Quality Product dan Brand Image terhadap Keputusan Pembelian Roti di Holland Bakery Batubulan. Jurnal EMAS, 2(3), 133–146.