Leveraging Environmental, Social, and Governance Perspectives for Enhancing Marketing Strategies in Indonesia’s Small to Medium Enterprises Across Digital Platforms

Ajeng Oktavianti (), Ikbal Alpian (), Arif Mudzaki () and Etty Savitri ()
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Ajeng Oktavianti: Universitas Teknologi Digital Indonesia, Department of Digital Business, Faculty Management and Business
Ikbal Alpian: Universitas Teknologi Digital Indonesia, Department of Digital Business, Faculty Management and Business
Arif Mudzaki: Universitas Teknologi Digital Indonesia, Department of Digital Business, Faculty Management and Business
Etty Savitri: Universitas Teknologi Digital Indonesia, Department of Digital Business, Faculty Management and Business

A chapter in Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024), 2024, pp 4-26 from Springer

Abstract: Abstract The purpose of this study is to develop an innovative digital marketing strategy for Micro, Small and Medium Enterprises (MSMEs) in Indonesia by considering Environmental, Social and Governance (ESG) aspects. This research method uses literature reviews, on researchers applying the same approach and competitor analysis on some companies or brands’ marketing strategies, to identify effective and sustainable digital marketing strategies on digital platforms. The research shows that integrating ESG factors in digital marketing strategies can enhance the competitiveness of Indonesian MSMEs. Competitor analysis includes platforms, sales channels, continuous improvement practices, and changes in digital sales strategies of leading Indonesian companies. The study concludes that adopting aggressive, environmentally friendly online marketing strategies can boost MSME profitability in the digital era. The findings aim to significantly contribute to the development of MSMEs, strengthen the economy, and promote environmental sustainability in Indonesia.

Keywords: MSME; ESG; Digital Marketing Strategy; Digital Platform (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-465-5_2

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