Study Of Challenges Faced In The Adoption Of Digital Marketing MSMEs In Banyumas Regency, Indonesia

Aldila Krisnaresanti, Lina Rifda Naufalin, Adi Indrayanto, Hendro Sukoco


This study focuses on the problems faced by MSMEs in adopting digital marketing. This research is survey research with respondents from micro and small entrepreneurs in Banyumas Regency. Data was collected using questionnaires, in-depth interviews, observations and Focus Group Discussions (FGD). Based on the results of the analysis, it can be identified three main problems faced by MSMEs in Banyumas Regency, there arelow level at digital literacy, MSMEs not have people to handle digital marketing, and still a reluctance to allocate funds specifically for internet needs.

Keywords: Digital Marketing; MSME’s; Problems Identification

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