The Effect of Digital Marketing Training on Improving Digital Marketing Literacy and MSME Performance in Probolinggo Regency
DOI:
https://doi.org/10.66931/el-tamkin101461Keywords:
Digital Marketing Training, Digital Marketing Literacy, MSME PerformanceAbstract
This study aims to analyze the effect of digital marketing training on improving digital marketing literacy and MSME performance in Probolinggo Regency through a qualitative literature review. The study synthesizes evidence from peer-reviewed journals, books, conference proceedings, and government reports published between 2020 and 2026. The analysis is based on Human Capital Theory, Resource-Based View, Dynamic Capability Theory, and the Technology Acceptance Model. The findings indicate that digital marketing training enhances entrepreneurs’ digital marketing literacy by strengthening their digital knowledge and practical skills. Improved digital marketing literacy subsequently contributes to better MSME performance through increased market reach, customer engagement, competitiveness, and business sustainability. The study recommends continuous competency-based digital marketing training and mentoring to accelerate the digital transformation and long-term competitiveness of MSMEs in Probolinggo Regency.
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Copyright (c) 2026 Malikul Habsi, M. Saifillah, Zainur Ridho, Didin Chonyta, Erin Nur Putriani (Author)
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