The Role of Digital-Based Marketing Management in Expanding the Market Reach of MSMEs in Deli Serdang Regency

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in regional economic development; however, many MSMEs face challenges in expanding their market reach due to limited marketing capabilities and intense competition. The rapid development of digital technology has created new opportunities for MSMEs to overcome these limitations through digital-based marketing management. This study aims to examine the role of digital-based marketing management in expanding the market reach of MSMEs in Deli Serdang Regency. This research employs a quantitative explanatory approach using a cross-sectional design. Data were collected from 100 MSMEs in Deli Serdang Regency that actively utilize digital marketing platforms. The data were analyzed using descriptive statistics, validity and reliability tests, and simple linear regression analysis with the assistance of SPSS software. The results indicate that digital-based marketing management has a positive and significant effect on market reach expansion among MSMEs. Effective management of digital marketing activities enables MSMEs to increase customer numbers, expand geographical market coverage, and enhance brand visibility. The findings suggest that digital-based marketing management is a key strategic factor in improving MSME competitiveness and supporting sustainable business growth. This study provides practical implications for MSME owners and policymakers to strengthen digital marketing capabilities through training programs, strategic guidance, and improved digital infrastructure to maximize market expansion opportunities.