ANALYSIS OF FACTORS INFLUENCING DIGITAL MARKETING INNOVATION

Abstract

This study aims to analyze the factors that influence digital marketing innovation in the MSME sector, especially in the Alpha Balon business. Digital marketing has become a primary need for MSMEs to remain competitive in the digital era. By utilizing technologies such as social media, e-commerce, and big data, MSMEs can increase sales and competitiveness. However, the implementation of this innovation is often hampered by a lack of digital literacy, limited human resources, and minimal budget. The results of the study show that the use of consistent and relevant digital marketing strategies, improving team skills, and utilizing simple technology can be the main solution. Through this approach, MSMEs such as Alpha Balon can optimize the potential of digital marketing for sustainable business growth.