Model for the Development and Optimization of Growth of Small and Medium-Sized Enterprises (SMEs)

Rina Nopianti, Tubagus Ismail, Imam Abu Hanifah and Windu Mulyasari

Economic Studies journal, 2025, issue 5, 48-65

Abstract: Small- and Medium-Sized Enterprises play a crucial role in driving national economic progress. This study examined the influence of many external and internal factors on the adoption of digital marketing tactics to enhance sustainable business growth. A quantitative research methodology was employed, together with a purposive sampling technique, to gather data from entrepreneurs operating SMEs in Indonesia. The data were examined using structural equation modelling. This study investigated the influence of perceived utility and ease of use on the adoption of digital marketing within the setting of SMEs, using the Unified Theory of Acceptance and Use of Technology (UTAUT2) and TAM as frameworks. The findings reveal the significant influence of these factors on adoption behaviour in relation to digital marketing. Digital marketing facilitates the sustainable growth and development of SMEs. This study makes a theoretical contribution to the literature and offers valuable insights to practitioners, marketers, and policymakers.

JEL-codes: A12 A20 C40 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bas:econst:y:2025:i:5:p:48-65

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