Determinant factors of adopting digital marketing in SME sectors

Abdul Azis, Mohammad Afiq (2018) Determinant factors of adopting digital marketing in SME sectors. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

For this research, it is about a study on determining the factors of adopting digital marketing in SMEs sector which is within food cafe industry in Melaka. This research covered at Melaka only. This will takes place here because of Melaka is a tourism state and food at Melaka has become one of the attraction to the tourist. Some food at Melaka has their own attractiveness. The way SMEs food café advertise and promote their products and services are different in order to attract the potential customer around their business. The business can attract the customer by using their own marketing strategy tools. Digital marketing can become such an efficient tools for SMEs business in planning their marketing strategy. Furthermore, digital marketing can give benefits to the owner or the SME business itself because an efficient marketing strategy tools can make the business become more well-known in the market and also improve in business performance that can lead in increasing business growth. This research use qualitative method that use interview to gain information. This study will beneficial to the industry practitioners and academicians to be served as future reference.

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