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

Krisma Merinda (), Paulus Freddy Krissanjaya, Mursyid Hasan Basri and Roky Apriansyah
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Krisma Merinda: Universitas Bangka Belitung
Paulus Freddy Krissanjaya: Universitas Bangka Belitung
Mursyid Hasan Basri: Universitas Bangka Belitung
Roky Apriansyah: Universitas Bangka Belitung

A chapter in Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025), 2025, pp 195-201 from Springer

Abstract: 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.

Keywords: Digital Marketing; MSMEs; Social Media; Marketplaces; Growth; Public Policy; Gernas BBI; MSMEs Go Digital (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-974-2_28

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