An Adoption of Digital Marketing to Analyze Technology (DMT) Motivation: A Case Study of Micro-Enterprises in Yogyakarta City, Indonesia

 Abstract — Most micro-enterprise managers/owners in Indonesia, and Yogyakarta City, in particular, did not view adopting Digital Marketing Technology (DMT) as crucial for business before the Covid-19 outbreak. Many consider it a managerial support or operational activities requirement rather than a tactical or strategic tool. Even though most studies focus on large enterprises, the results of several research may not apply to micro-enterprises. This demonstrates the carelessness of the peculiarities of micro-enterprises in their thinking without taking into account the micro-enterprise value inherent in this tool in terms of assisting its use as a strategy tool and digitization as a prerequisite for managerial activity. In light of this, the digitization of micro-enterprises is an uninvestigated issue. The characteristics that specifically encourage the value that micro businesses attach to these applications, resulting in constant uptake and usage, are, however, less thoroughly examined in the research marketing application in micro-enterprises in Indonesia. Therefore, it requires thoroughly investigating the variables that determine digital value. This study used unstructured interviews with 22 micro-enterprises that were carefully selected from databases and supported by a technology, organization, and environmental factors (TOE) framework. This study identifies several crucial success elements that foster the value of micro-enterprises digital marketing technology (DMT) use. This study will be significant for academics and practitioners because it raises knowledge of the DMT adoption framework, which is crucial for DMT adoption, and it helps cut down on the resources needed to find information on how to support DMT adoption by microenterprises.