Exploration Of Digital Marketing Understanding And Capital Access On The Performance Of Msmes In Pontianak

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the Indonesian economy, yet they still face challenges in utilizing digital marketing and accessing capital. In the era of digital transformation, adaptability to technology-based marketing and ease of accessing capital are crucial factors in improving business performance. This study aims to explore MSMEs' understanding of digital marketing, assess access to capital, and analyze the impact of these two factors on MSME performance in Pontianak. The study employed a qualitative approach with a phenomenological method. Seven MSMEs in Pontianak were purposively selected based on their business types, use of digital marketing, and experience with accessing capital. Data collection was conducted through in-depth interviews, observation, and documentation. Data analysis employed the Miles and Huberman model, which included data reduction, data presentation, and conclusion drawing. The results indicate that most MSMEs understand digital marketing as a means of expanding markets, increasing business visibility, and reaching new consumers, although its implementation is still simple and largely self-taught. In terms of capital, the majority of informants still rely on personal capital or family support, while access to formal financial institutions is suboptimal due to administrative constraints, service issues, and perceived loan risk. Digital marketing and capital have proven to play a crucial role in MSME performance, particularly in increasing market reach, supporting business expansion, and strengthening business sustainability. Therefore, increasing digital literacy and inclusive access to financing needs to be continuously promoted.