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This study investigates the factors that influence the adoption of digital marketing among Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Focusing on the impact of digital transformation on the MSME sector, the research utilizes the Technology-Organization-Environment (TOE) framework. A pilot study was conducted with a sample of 50 respondents, including MSMEs owners, managers, and teams who have adopted digital marketing strategies in their marketing processes. The results of the study indicate that the 51 items measured and tested have validity and reliability and are ready for further research. This study highlights the critical role of digital marketing in expanding market reach, improving business performance, and overall operational efficiency of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia.

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Assessment Instruments for Analyzing Factors Affecting the Adoption of Digital Marketing in Indonesian MSMEs

  • 章节

  • 发表日期：

    2026年

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  • Fitrotul Hidayah Rahmatullah Singga,
  • Indrawati

摘要

This study investigates the factors that influence the adoption of digital marketing among Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Focusing on the impact of digital transformation on the MSME sector, the research utilizes the Technology-Organization-Environment (TOE) framework. A pilot study was conducted with a sample of 50 respondents, including MSMEs owners, managers, and teams who have adopted digital marketing strategies in their marketing processes. The results of the study indicate that the 51 items measured and tested have validity and reliability and are ready for further research. This study highlights the critical role of digital marketing in expanding market reach, improving business performance, and overall operational efficiency of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia.