USK Conferences, Previous ICAGRI 2021

Font Size: 
Indicators and Readiness Index of SMEs to Adopt of Digital Marketing Technology
Moh. Wahyudin, Naufal Afif Muhammad, Wahyu Supartono

Last modified: 2021-10-17


In Indonesia, internet-based technology in buying and selling products has become a new trend widely. The presence of e-commerce accompanied by online shopping trends by the Indonesian people has excellent potential to move and drive the economy of small and micro enterprises (SMEs). Therefore, SMEs must be able to switch from a conventional marketing system to a digital marketing system. However, in 2020, only 34.6% of the MSME population switched from conventional marketing to online marketing. Therefore, the authors conducted an overview of SMEs' readiness in the food sector in adopting digital marketing technology. SMEs' indicators and readiness levels to adopt digital marketing technology were analyzed using the Technology Readiness Index 2.0 (TRI 2.0) approach. The result obtained 21 indicators to measure the level of readiness of SMEs in adopting digital marketing technology. Based on these indicators, this study found that currently, SMEs are at a medium to high readiness with an index of 3.55. It means that digital marketing technologies such as e-commerce and social media are relatively accepted and ready to be adopted by SMEs for their existence and business progress in the digital era.


digital marketing; readiness index; SMEs; TRI method