MARKETING DIGITALIZATION AND ITS IMPACT ON GENERATION X MSMEs TOSARAN VILLAGE, PEKALONGAN

Abstract

Digitalization has become a crucial factor in Indonesia's economy, especially for Micro, Small, and Medium Enterprises (MSMEs). In Tosaran Village, Generation X MSMEs, predominantly engaged in the clothing manufacturing industry, face challenges in keeping up with digital marketing trends. This study aims to explore the impact of digitalization on Generation X MSMEs in Tosaran Village, identify the challenges they face, and formulate resolutions, as well as the collaborative role of MSME stakeholders, government, and digital platforms in supporting digitalization. A descriptive qualitative approach was employed, collecting data through direct observation and interviews with MSME owners. The results indicate that digital marketing has a positive impact on MSMEs but is hindered by challenges such as low digital literacy and difficulties in acquiring new online customers. Recommended resolutions involve providing digital literacy training, investing in technology infrastructure, and developing relevant marketing strategies. Collaboration among MSME stakeholders,the  government, and digital platforms is crucial in creating an ecosystem supportive of MSME digitalization. By implementing these recommendations, Generation X MSMEs in Tosaran Village can harness the potential of digital marketing to enhance their competitiveness and business growth in the current era of digitalization.