The Driving Force of Micro Small and Medium Enterprise (MSME) Transition to Digital Marketing as a Solution to Increase Sales during the Covid-19 Pandemic

In the end of 2019, the world was attacked by COVID-19 pandemic. The pandemic has not only disrupted human health but also the economic condition. Many countries were forced to lockdown their territory to reduce the spread of this virus. Due to the COVID-19 pandemic, Micro and Small Medium Enterprises (MSME) have experienced considerable changes, for instance declining sales. It has caused some businesses to be forcedly closed for some time and reduced people's buying power; whereas, MSMEs play vital role in the Indonesian economy. One of the appropriate solutions to maintain MSMEs during the pandemic is using digital technology, particularly digital marketing. Digital marketing can be used independently with cheaper cost. However, with the advantages that digital marketing provides, there are still many MSMEs that have not transformed to using digital marketing. Thus, this is a great opportunity for the author to do research that is expected to explore the driving forces of SMEs in digital marketing transformation. Based on the results of a literature study, Technology Acceptance Model supported by The Do-It-Yourself Behavior Model has become the right model to encourage MSME owners or managers using digital marketing. The Technology Acceptance Model consisting of Perceived Ease of Use and Perceived Usefulness becomes the basis for MSMEs' motivation to do digital marketing.