The Influence of Digital Marketing Strategies on Students’ Entrepreneurial Skills and MSME Business Performance: An Entrepreneurship Education Perspective

Abstract

This article aims to discuss the rapid development of digital technology that encourages Micro, Small, and Medium Enterprises (MSMEs) to adapt their marketing strategies to compete in the digital economy era. This article aims to analyze the impact of digital marketing strategies on the sales increase of MSMEs through a literature study approach. The research uses a qualitative descriptive method by reviewing and synthesizing various scientific sources in the form of journal articles, books, and research reports related to digital marketing and MSME performance. The study results show that digital marketing strategies through social media, content marketing, and e-commerce platforms significantly contribute to increasing product visibility, expanding market reach, strengthening customer relationships, and boosting sales. Social media allows MSMEs to build direct communication with consumers and enhance customer loyalty, while content marketing plays a role in building brand awareness and consumer trust by providing relevant and valuable information.In addition, the utilization of e-commerce helps MSMEs reach a wider market and facilitates the transaction process. This research also found that the use of consumer data can support more effective and targeted marketing decision-making. Overall, digital marketing has become an important strategy in enhancing competitiveness, business sustainability, and sales growth of MSMEs amid increasingly competitive business competition. Therefore, improving digital literacy and marketing capabilities needs to be a primary focus in supporting the digital transformation of MSMEs