INTERNET MARKETING CHALLENGES OF MICRO, SMALL AND MEDIUM ENTERPRISES IN YOGYAKARTA, INDONESIA
Ngadi
Research Center for Population, Indonesian Institute of Sciences
Abstract
The use of internet has expanded widely in Indonesia, including Micro Small and Medium Enterprices (MSMEs). The remote areas that initially experienced barriers to marketing of their products and services could be helped by digital technology. This paper aims to discuss the internet marketing challenges of MSMEs in Yogyakarta. The data for the analysis is the result of research in Yogyakarta Province, 2017. Data collection was done by interview, FGD and literature review. The results show that internet has been used in most of MSMEs in Yogyakarta. Internet has expanded the market network so as to increase the demand of product. Increased demand of product have implications for the increase in income and welfare of workers in MSMEs. Some policies have been implemented by the government and the private sector in improving internet capabilities among prospective entrepreneurs such as Yogya creative homes, integrated business service centers, movements of 1000 startups and digital kampong.
Keywords: Internet marketing, MSMEs, and Yogyakarta
Topic: Human Capital Development Strategies