Perception and adoption intention of online marketing and Search Engine Optimization (SEO) among SME Entrepreneurs in Anjung Kinabalu: an application of the theory of planned behavior

The rapid advancement of digital technologies has transformed business operations, making online marketing and Search Engine Optimization (SEO) essential for enhancing business visibility and competitiveness. Despite these benefits, the adoption of online marketing and SEO among Small and Medium Enterprises (SMEs) in Sabah remains limited. This study aims to examine SMEs’ awareness of online marketing and SEO and investigate the influence of attitude, subjective norms, and Perceived Behavioral Control (PBC) on their intention to adopt these digital marketing strategies based on the Theory of Planned Behavior (TPB). A quantitative cross-sectional survey was conducted among 100 SME entrepreneurs operating in Anjung Kinabalu, Kota Kinabalu, Sabah, using purposive sampling. Data were collected through structured questionnaires and analyzed using descriptive statistics and Multiple Linear Regression (MLR). The findings indicate that SME entrepreneurs generally possess moderate to high awareness of online marketing, although knowledge of SEO remains limited. Regression analysis revealed that attitude, subjective norms, and PBC significantly and positively influence SMEs’ intention to adopt online marketing and SEO, with PBC emerging as the strongest predictor. The model explained 93.1% of the variance in behavioral intention (R² = 0.931). The findings support the applicability of the TPB in explaining digital marketing adoption among SMEs. This study contributes to the literature on SME digital transformation in Sabah. It provides policymakers and SME support agencies with practical insights for designing targeted digital capacity-building programs to enhance online marketing and SEO adoption