Opportunities and Challenges in the Era of Digital-Based Marketing: A Comparative Study on SMEs

Abstract

This paper's main objective was to examine Opportunities and Challenges in the Era of Digital-Based Marketing on SMEs in Indonesia. Methodology: A comparative study of SMEs in Yogyakarta City with Kupang City in utilizing opportunities and challenges for SMEs in the digital marketing era. In-depth interviews in data collection on 30 SMEs in Yogyakarta and Kupang City. The role of the government is also very important in facilitating the digitalization of SMEs, showing that government policies and support are needed to accelerate the adaptation of digital technology. Collaboration and forming a digital community in Kupang shows the importance of sharing knowledge in facing the challenges of digitalization. This analysis emphasizes the need for an approach tailored to the local context, where Yogyakarta and Kupang require different strategies based on their digital infrastructure and accessibility.