Dinamika Aksesibilitas Teknologi Pemasaran dalam Implementasi Akselerasi Penetrasi Pasar

Rachel Meisita, Alexander Dinata, Michael Kesuma

Abstract


This study examines the effect of marketing technology accessibility on market penetration in the retail business sector. The independent variable in this study is marketing technology accessibility, while the dependent variable is market penetration. The objective of this study is to analyze the effect of marketing technology accessibility on increasing market penetration among retail business actors. The research population includes all modern and traditional retail business actors operating in Banda Aceh City. The sample consisted of 75 respondents selected using a purposive sampling technique based on the criteria of retail business owners who have operated their businesses for at least two years and actively conduct marketing activities, both conventionally and digitally. This study employed a quantitative approach using a survey method through questionnaire distribution as the data collection instrument. The results of the study indicate that marketing technology accessibility has a positive and significant effect on market penetration. Business actors who possess a better understanding of marketing strategies, consumer behavior, market segmentation, and the utilization of digital media tend to be more capable of expanding market reach and enhancing business competitiveness. In addition, the ability to understand market trends and customer needs also helps retail businesses improve customer loyalty and increase market share. The implications of this study suggest that retail business actors need to improve marketing technology accessibility through training, digital education, and the strengthening of technology-based marketing strategies in order to enhance market penetration and maintain business sustainability amid increasingly competitive business competition.

Full Text:

PDF

References


ANTARA News. (2025). APJII catat tingkat penetrasi internet Indonesia capai 80,66 persen.

Asosiasi Penyelenggara Jasa Internet Indonesia. (2025). Profil Internet Indonesia 2025. APJII.

Bloomberg Technoz. (2025). Survei APJII: Pengguna internet Indonesia 2025 ada 229 juta orang.

Budi, M. A. S., Andi, M., & Maulana, M. T. (2025). Marketing technology and literacy as key drivers of SME market penetration in the digital era. Journal of Innovation in Business and Economics, 9(1), 165-174. https://doi.org10.22219/jibe.v9i01.37060

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (9th ed.). Pearson Education.

Eze, S. C., Chinedu-Eze, V. C. A., & Awa, H. O. (2021). Key success factors (KSFs) underlying the adoption of social media marketing technology. SAGE Open, 11(2). https://doi.org/10.1177/21582440211006695

Fanelli, R. M. (2021). Barriers to adopting new technologies within rural small and medium enterprises (SMEs). Social Sciences, 10(11), 430. https://doi.org/10.3390/socsci10110430

Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2021). The rise of new technologies in marketing: A framework and outlook. Journal of Marketing, 86(1), 1–6. https://doi.org/10.1177/00222429211061636

Hidayat, M., & Putri, A. (2024). Analisis literasi pemasaran digital pada pelaku usaha ritel di Aceh. Jurnal Ekonomi Kreatif dan Kewirausahaan, 8(2), 90–102.

IDN Times. (2025). Survei APJII 2025: Wilayah 3T hanya sumbang 1,91% pengguna internet.

Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson Education.

Kumar, A., Syed, A. A., & Pandey, A. (2021). Adoption of online resources to improve the marketing performance of SMEs. Asia Pacific Journal of Health Management, 16(3). https://doi.org/10.24083/apjhm.v16i3.1009

Kurniasari, F., Lestari, E. D., & Tannady, H. (2023). Pursuing Long-Term Business Performance: Investigating the Effects of Financial and Technological Factors on Digital Adoption to Leverage SME Performance and Business Sustainability—Evidence from Indonesian SMEs in the Traditional Market. Sustainability, 15(16), 12668. https://doi.org/10.3390/su151612668

Lia, D. A. Z., Fitri, R., Wiraguna, R. T., & Wahyudi, H. D. (2025). TOE Framework and Social Media Adoption: Effects on Indonesian SME’s Digital Performance. Jurnal Manajemen Dan Kewirausahaan, 13(2), 175–188. https://doi.org/10.26905/jmdk.v13i2.16331

Maduku, D. K. (2021). Antecedents of mobile marketing adoption by SMEs: Does industry variance matter? Journal of Organizational Computing and Electronic Commerce, 31(3), 222–249. https://doi.org/10.1080/10919392.2021.1956847

Naibaho, R., Effiyaldi, E., Nurhadi, N., Suratno, E., & Pasaribu, J. P. K. (2025). Adoption of digital technology and sales performance improvement among Indonesian SMEs: A Mixed-Methods Analysis. Quantitative Economics and Management Studies, 6(2), 205–218. https://doi.org/10.35877/454RI.qems3890

Pratama, A. (2024). Transformasi digital dan kesiapan UMKM dalam penerapan marketing technology. Jurnal Teknologi dan Bisnis, 12(1), 21–35.

Purwana, D., Rahmi, R., & Aditya, S. (2022). Pemanfaatan digital marketing bagi usaha mikro kecil dan menengah di Indonesia. Jurnal Pemberdayaan Masyarakat, 7(2), 115–124.

Rahman, F., & Abdullah, T. (2023). Pengaruh penggunaan media sosial terhadap peningkatan daya saing usaha ritel lokal. Jurnal Ekonomi Digital Indonesia, 5(3), 77–89.

Ryan, D. (2021). Understanding digital marketing: Marketing strategies for engaging the digital generation (5th ed.). Kogan Page.

Sari, N., & Maulida, R. (2023). Literasi digital marketing pada UMKM sektor ritel di era ekonomi digital. Jurnal Manajemen dan Bisnis Indonesia, 9(1), 44–56.

Suara.com. (2025). Riset APJII: 55 juta orang Indonesia belum dapat akses internet di 2025.

Utomo, B., & Setiyono, Y. Y. (2024). Leveraging digital technology in micro SMEs to Enhance Indonesia’s Economic Prosperity. Jurnal Lemhannas RI, 12(3), 391-402. https://doi.org/10.55960/jlri.v12i3.985

Viswanathan, M., Sreekumar, A., Sridharan, S., & Sinha, G. R. (2024). Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy. Journal of the Academy of Marketing Science, 52(5), 1279–1300. https://doi.org/10.1007/s11747-024-01022-z

Yuwono, T., Suroso, A. & Novandari, W. (2024). Information and communication technology in SMEs: a systematic literature review. Journal of Innovation and Entrepreneurship, 13, 31. https://doi.org/10.1186/s13731-024-00392-6




DOI: https://doi.org/10.37598/jsi.v5i1.2700

Refbacks

  • There are currently no refbacks.