The Role of Digital Marketing in Promoting the Internationalization of SMEs in the Digital Economy Era: A Case Study of Cassava Chip Businesses in Trenggalek

Abstract

Aims: This study aims to analyze the role of digital marketing in encouraging the internationalization of small and medium enterprises (SMEs) in the digital economy era, with a focus on cassava chips businesses in Trenggalek Regency, Indonesia. The study also seeks to identify the opportunities and challenges faced by SMEs in utilizing digital platforms to reach international markets. Study Design: This research uses a qualitative approach with a case study design to explore in depth the digital marketing practices and internationalization strategies of SMEs. Place and Duration of Study: The study was conducted in Trenggalek Regency, East Java, Indonesia, which is known for its local cassava chips industry. Methodology: Data were collected through in-depth interviews with cassava chips SME owners, direct observation of digital marketing activities, and documentation analysis from social media and e-commerce platforms used by the businesses. The collected data were analyzed using thematic analysis to identify patterns related to digital marketing practices and SME internationalization processes. Results: The findings indicate that digital marketing plays a significant role in expanding market access for SMEs. Platforms such as Instagram, Facebook, and online marketplaces enable SMEs to promote their products beyond local markets and reach potential international customers. However, several challenges remain, including limited digital marketing skills, lack of knowledge about export procedures, and logistical constraints related to international shipping. Implication: This study enriches the literature in Digital Marketing and SME internationalization by offering several key contributions. First, it demonstrates that conventional internationalization models, which emphasize gradual market entry, are increasingly being challenged in the digital economy. The presence of digital platforms allows SMEs to access global markets more rapidly, reflecting a shift toward accelerated or born-global patterns. Second, the findings underline the importance of digital capabilities as a critical component of firm competitiveness. Digital marketing tools—such as social media, search engine optimization, and online marketplaces—are no longer supplementary, but rather essential strategic assets for SMEs seeking international expansion. Conclusion: Digital marketing serves as a strategic tool that facilitates the internationalization of SMEs by increasing product visibility and enabling direct interaction with global consumers. Strengthening digital capabilities, improving export knowledge, and providing institutional support are essential to maximize the potential of SMEs to compete in international markets.