Agustina, T.S., Suwardianto, R.A.S. and Jamali, M. 2024. Factors Influence MSME’s Switching Behavior in Digital Marketing Channel: Evidence from Indonesia . Airlangga Journal of Innovation Management. 5, 1 (Apr. 2024), 48–63. DOI:https://doi.org/10.20473/ajim.v5i1.54539.