DIGITAL MARKETING CHANNELS IN MICRO, SMALL AND MEDIUM ENTERPRISES IN SURABAYA CITY

: This research was conducted to determine the extent to which digital marketing was adopted by Micro, Small & Medium Enterprises (MSMEs). In addition, it also analyzes the factors that influence the use of digital marketing channels in MSMEs. This study is qualitative research that explores individual perceptions. The data collection method used structured interviews. The object of this research is MSMEs in the city of Surabaya. Determination of the research sample using the purposive sampling technique. Digital marketing has a positive impact on the marketing activities of MSMEs. The perceived positive impact is in terms of flexibility and efficiency. With digital marketing, marketing activities can be done anywhere and without bringing products to be shown to consumers. This is very helpful for MSMEs in their marketing activities. Digital marketing can also reduce the costs incurred for marketing activities. However, digital marketing requires an internet connection, and respondents stated that the expenses incurred were for internet quotas or internet subscriptions.


Introduction
We are now entering the digital era; almost all daily activities are done digitally. Starting from simple moves to complex activities already using technology. The development of technology and science affects the growth of technology. Digitalization has become a part of daily human life. Digitalization changes the behavior of interactions between humans. Part of digitization is social media and the internet. Social media has an impact on changing consumer behavior (Kaplan & Haenlein, 2010). Consumers spend a lot of time interacting with social media (Nielsen, 2012). In addition to using social media, consumers also often search for products, prices, product providers, and so on. Consumer behavior explains that the use of digital channels is essential for development. The activities of consumers who use the internet will significantly assist Micro, Small, and Medium Enterprises (MSMEs) in introducing products to consumers. However, there are still many MSMEs that do not use the potential of digitization.
Some literature states that digitalization in its various forms has a positive relationship to small business growth, performance, and competitiveness. Digital marketing and social media provide opportunities for MSMEs to attract new customers and reach existing customers efficiently. The use of digital marketing will run smoothly if accompanied by internet connection support (Shideler & Badasyan, 2012). Having an internet connection can also reduce marketing costs (Chong & Pervan, 2007) and facilitate communication internally

Support and Barriers to the Use of Digital Marketing in MSMEs
In the early stages of business establishment, MSMEs will usually immediately adopt digital channels. However, MSMEs are slow adopters (Bordonaba-Juste et al., 2012), unlike large companies, which are quicker to embrace digital media (Barnes et al., 2012). In previous research, it was stated that the adoption of digital marketing in MSMEs was influenced by internal perspectives (company specifications, strategies, behaviors, and experiences) and external perspectives (infrastructure and environment).
The research was conducted during the Covid-19 pandemic. Activity restrictions (working from home) force people to do buying and selling activities using digital marketing with internet access. MSMEs also carry out this activity to survive. With such conditions, have MSMEs in Surabaya been doing digital marketing optimally?

Research Method
This study uses multiple case studies; the main focus is not on generalization but on gaining in-depth knowledge about a particular phenomenon. The data were obtained from two phases; the first was through semi-structured interviews through surveys. The purpose of the discussion was to collect information related to MSME digital marketing activities, use of digital channels, and experiences in adopting digital media.
The research object was selected based on the purposive sampling technique. The things used in this study are SMEs that apply digital marketing but do not fully adopt digital marketing tools in their marketing activities.
The analytical methods used in this study are two main approaches to text analysis in interviews, namely the grounded theory approach and content analysis. Both approaches are basically a set of techniques for identifying categories and themes and linking these concepts into substantive and formal theories (Glaser & Strauss, 2009). The distinguishing aspect between the two is how articles are identified.
The basic theory approach follows inductive coding, which allows themes to emerge from the data. The content analysis approach follows deductive coding, starting with an existing theme. Current studies use a mix of basic methods and content analysis because specific themes already exist from the literature, while some emerge later from data analysis. Interview transcripts will be read carefully and repeatedly. Data is organized by looking at all responses to critical questions to identify consistency and differences.

Results
This study conducted an assessment related to the use of digital marketing channels by MSME actors and the benefits obtained by MSME actors. The utilization of digital marketing channels is assessed in terms of flexibility, efficiency, consumer coverage, and information conveyed. Sales using digital marketing can make sales activities easier. It can even do other activities while managing sales activities.

Flexibility
Flexibility is one of the positives of using digital marketing. This is following what was stated by respondents AS, EV, and RE.
"Very flexible, I don't need to carry samples everywhere to market." "Sales use social media WhatsApp and Instagram. Many requests for products that were originally a baby shop (baby needs) then a lot of requests. Because using social media is easy, even though there are many requests because you don't have to stock up on goods." Furthermore, the statement of awareness (noesis) of the RE becomes noesis that arises as a result of experience at a specific time and place.
"Online makes working hours more flexible because there is no need to visit consumers. All you have to do is take your order, pack it, then send it." Intentional analysis shows that as RE's experience in online sales through digital marketing is very flexible, it can be done without meeting consumers. Eidetic reduction from the RE phenomenological study interprets digital marketing as making online sales activities easier.

Efficiency
Next is in terms of efficiency, which emphasizes the costs incurred in digital marketing. In accordance with what was stated by several respondents who stated that activities using digital marketing were very efficient. According to the US, they are:

"I'm only part of selling, packing is the supplier. So I only give biodata and complete address of the buyer."
The US initial statement (noema) defines efficiency in digital marketing as an activity that does not require a complicated process. The epoche statement confirms that digital marketing provides operational efficiencies.
"Consumers only need to see the goods and contact the seller online, without the need to meet face-to-face." Next, a statement of consciousness from the US that becomes noesis:

"There is no need to meet with consumers anymore, consumers just need to contact them via chat or telephone if they want to order or complain. Thank God there have been no complaints about the product."
Intentional analysis shows that EF shows that online sales with digital marketing can easily promote products through social media. Eidetic reduction, namely digital The next statement regarding the efficiency of ES is: "Digital marketing is important, it's also useful for attracting customers." The initial statement (noema) of ES means that digital marketing can attract customers to buy products. In the next statement (epoche), EF strengthens digital marketing, which is very helpful in promoting or introducing products to consumers widely.
"I can post product pictures on Instagram and tag them to university accounts so they can be seen." Furthermore, the statement of consciousness (noesis) from EF becomes noesis that arises as a result of experience at a certain time and place.

"To display products, you only need photos and premium editing applications, no need to physically display them in the storefront. It doesn't cost much either."
Intentional analysis shows that ES interprets digital marketing in terms of efficiency, namely the ease of product promotion with low-cost photography applications. Eidetic reduction, namely digital marketing, has an efficient nature that can market products easily and with a wide scope.

Discussion
The respondents observed in this study indicate that the statements from respondents regarding digital marketing have several similarities. Digital marketing in terms of flexibility, namely sales and promotional activities that are carried out anytime and anywhere the seller is supported by an internet connection. As long as there is an internet connection, marketing activities can be carried out.
In terms of flexibility, it is also related to how to market the product. Sellers do not have to bring products or product samples to consumers, but sellers simply upload product images on social media or in the marketplace. If someone asks about a product, consumers just need to be directed to view a catalog or sample product images on social media or marketplaces. Social media is an important instrument in helping online sales. The level of internet usage encourages people to use social media. So that customers don't want to waste their time looking for your product's presence online. Customers want convenience and ease of accessing product information (Setiowati, 2016). customers will seek as much information as possible, both positive and negative information, to assist the decision-making process (Moriansyah, 2015). One study said that product photos and videos will provide interesting information to consumers (Untari & Fajariana, 2018).
Marketing in terms of efficiency, the statements of the respondents in general also have similarities. US, EV, EF, and ES respondents stated that the efficiency of digital marketing is being able to easily promote products through social media. It doesn't require a lot of particular skills to upload products to social media. With a simple upload method, sellers can display and promote their products on social media. With a simple form, product information is also widely distributed to consumers.
The statement of efficiency is not only in terms of the ease of promoting the product but also in terms of cost. The ease of promoting products that do not require a high level of expertise and dodo not really need expensive paid applications reduces the cost of promoting or selling products. As stated by EV, RE, and ES respondents that the promotion costs incurred are pretty low. With low prices and a wide enough product range, it can increase profits. However, if sales are getting wider, there must be an increase in the elements used for marketing. Digital marketing will require applications or software that are constantly updated. A lot of data is also needed in a digital storage area that has a large capacity.

Conclusion
Digital marketing provides benefits in marketing the products of MSME actors. At the MSME level, not all of them entirely apply digital marketing. However, with the Covid-19 pandemic that encourages or forces economic activity in an online form, MSMEs are also moving towards digital marketing.
In addition to providing convenience in terms of flexibility, digital marketing also provides efficiency. Digital marketing can use simple methods to market its products. MSMEs do not need to pay high costs to be able to market their products because the market coverage and product variants are still slight, so they only need a simple digital marketing method.
Many MSMEs should have done digital marketing during the pandemic, but this cannot be done optimally. The factor that causes MSMEs in Surabaya to use digital marketing still a little is the operational ability of the internet. With this condition, in the next few years, MSMEs in Surabaya can apply digital marketing optimally.