DIGITAL MARKETING CHANNELS IN MICRO, SMALL AND MEDIUM ENTERPRISES IN SURABAYA CITY

This research was conducted to determine the extent which digital marketing adopted by Micro, Small & Medium Enterprises (MSMEs). In addition, it also analyzes factors that influence use of channels in MSMEs. study is qualitative explores individual perceptions. The data collection method used structured interviews. object this MSMEs city Surabaya. Determination sample using purposive sampling technique. Digital has a positive impact on activities perceived terms flexibility and efficiency. With marketing, can be done anywhere without bringing products shown consumers. very helpful for their activities. reduce costs incurred However, requires an internet connection, respondents stated expenses were quotas or subscriptions.