ABSTRACT
Information and communication technology affects the business aspect on digital transformation in the trade sector of Indonesia. Until now, people are buying and selling activities from using conventional to using digital platform. SMEs in Indonesia have not yet carried out digital transformation, which makes development of their products difficult because they still use the conventional platforms. This study seeks to identify the effect of digital transformation performance – social media marketing – when applied to SME products as a communication medium. The digital transformation in this study refers to how the content uploaded by SMEs’ digital platform affects customer brand awareness because it is important for SMEs to know customer perceptions of SME products.
