THE CHALLENGES IN USING DIGITAL MARKETING TECHNOLOGY: THE CASE STUDY OF MICRO SMALL AND MEDIUM ENTREPRENEURS (MSME) WORKING WITH OLE-OLE

This research aimed to identify the challenges faced by MSMEs (Small and Medium Enterprises), as well as the solutions that can be implemented to overcome issues related to the use of digital marketing technology. In today's era, technology continues to advance, making it an essential tool to support businesses, including product marketing. Digital marketing technology is a marketing activity, including branding, that utilizes various media such as blogs, websites, email, AdWords, and social media networks. However, some MSMEs still struggle with proficiency in utilizing digital technology. This research was qualitative research through interviews. The writer visited MSMEs to conduct interviews. The findings of this research indicate that the lack of proficiency in using digital marketing technology poses the main challenge for MSMEs. The respondents show that their abilities to use digital technology are varied. It is also limited by time and human resources. Lastly, the solutions adopted by MSMEs to address the issue of utilizing digital marketing technology include joining communities related to digital marketing technology and participating in digital training programs provided by the government