The impact of digital marketing strategies on food and beverages SMEs

Norhamidun, Nur Shafikah Alysha (2024) The impact of digital marketing strategies on food and beverages SMEs. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Digital marketing has become popular method of marketing among the companies. The technology that has been expand help the business to reach the customers widely. However, there are still business especially small and medium enterprise (SME) company that are not familiar with this technology. This study being conducted to identify the type of digital marketing that been use by the small and medium enterprise and find out about the impact of digital marketing to small and medium enterprise (SME) companies. For this study, the researcher uses qualitative approach and use in-depth interview with the respondent as the method to collect primary data. The information from secondary data be used to help in understand more about the topic which are digital marketing and food and beverages SMEs. The information from six owner of SMEs be used to reach the research objective in the end of this research. The research location that been choose is Malaysia, however the researcher us to small the scope and only conduct the research in Melaka. This research uses purposive sampling as non-probability sampling which the respondent being choose by the researcher. The findings of this study have gone through several data analysis procedures and the data results have been included in the table. The results of this study will encourage a lot of SMEs owners to use the digital marketing strategies to conduct the marketing plans for business in future.

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