The COVID-19 pandemic significantly disrupted the sustainability of Small and Medium Enterprises (SMEs) in Indonesia, particularly in terms of declining market demand, order cancellations, and severe liquidity challenges. Digitalization has emerged as a critical strategy to strengthen SME resilience, with E-Prospek, a digital marketing platform, playing a central role. This study aims to analyze the transformative impact of E-Prospek on SME performance, focusing on productivity, customer growth, and profitability. A mixed-methods approach was employed, with data collected from Lintang Kejora Craft SME through observation, in-depth interviews, and standardized questionnaires, which demonstrated reliability with a Cronbach’s Alpha greater than 0.7. The data were analyzed using thematic analysis and multiple regression. Findings indicate that E-Prospek contributed to a 40 percent increase in the customer base, a 30 percent rise in profit, and improved operational efficiency. Regression analysis revealed a significant positive effect with a beta coefficient of 0.15, a p-value of 0.004, and a correlation coefficient of 0.91 with a p-value of 0.001. Features such as automated follow-ups and integrated email marketing supported more personalized and loyal customer relationships. These findings offer strategic implications for entrepreneurs and policymakers in leveraging technology for sustainable business growth.
Hastuti et al. (Wed,) studied this question.