Meningkatkan Kinerja UMKM melalui Strategi Digital dan Kemampuan Pemasaran Terpadu

Asher Nuche; Elang Tito Persada; Po Abas Sunarya; Ria Sari Pamungkas

doi:10.34306/abdi.v5i2.1146

Authors

Asher Nuche IJIIS Author
Elang Tito Persada Universitas Raharja Author
Po Abas Sunarya Universitas Raharja Author https://orcid.org/0000-0002-3869-2837
Ria Sari Pamungkas Bank Negara Indonesia Author

DOI:

https://doi.org/10.34306/abdi.v5i2.1146

Keywords:

Kinerja UMKM, Strategi Digital, Pemasaran Terpadu, Teknologi Digital

Abstract

The aim of this research is to identify the impact of technology on Micro, Small and Medium Enterprises (MSMEs) and determine the strategic use of marketing and digital marketing capabilities in increasing MSME work productivity. Through quantitative research, data on MSMEs in various sectors was collected to determine the relationship between MSME marketing capacity, use of digital marketing, and marketing personnel. The analysis findings show that the ability to conduct research and utilize digital marketing has a significant positive relationship to the productivity of MSME researchers. However, the impact of technological advances on the use of digital marketing is negligible. One important outcome of this research is the need to increase research capacity and use digital marketing effectively to address research challenges. Recommendations include investing in digital marketing training, maintaining technology, and expanding sales capabilities. This research makes a significant contribution to our understanding of those factors

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