Meningkatkan Daya Saing UMKM  dengan Strategi Digital Marketing

Rumyeni Rumyeni; Sesdia Angela; Nurul Mustaqimmah; Lintang Arum Bagasari; Nita Rimayanti

doi:10.24014/menara.v19i1.33420

Meningkatkan Daya Saing UMKM dengan Strategi Digital Marketing

Rumyeni Rumyeni, Sesdia Angela, Nurul Mustaqimmah, Lintang Arum Bagasari, Nita Rimayanti

Abstract

The rapid growth of digitalization has made digital marketing crucial for Micro, Small, and Medium Enterprises (MSMEs). However, many MSMEs in Siak Regency have not fully utilized digital marketing strategies, limiting their market competitiveness. This community service aims to enhance digital marketing skills among MSMEs through training and mentoring. The method used is a participatory approach, providing training on digital literacy, social media usage, and e-commerce platforms. Continuous mentoring ensures that participants can apply the strategies learned to their business activities. The results of this community service show a significant improvement in digital marketing skills among participants, contributing to increased sales and market reach of MSMEs. Additionally, active participation in training and support from academics fostered a more adaptable business ecosystem towards technological changes. Thus, this program successfully helped MSMEs in Siak Regency become more competitive in both local and national markets.

Keywords

Digital marketing; MSMEs;digital literacy

Full Text:

PDF

References

Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700

BarNir, A., Gallaugher, J. M., & Auger, P. (2003). Business process digitization, strategy, and the impact of firm age and size: the case of the magazine publishing industry. Journal of Business Venturing, 18(6), 789–814. https://doi.org/https://doi.org/10.1016/S0883-9026(03)00030-2

Bharadwaj, P. N., & Soni, R. G. (2007). E-commerce usage and perception of e-commerce issues among small firms: Results and implications from an empirical study. Journal of Small Business Management, 45(4), 501–521.

BPS Kabupaten Siak. (2023). Laporan Perkembangan UMKM Triwulan III 2023.

Braun, V., & and Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa

Chaffey, D. (2022). Digital Marketing Excellence. Routledge.

Davis, Charles H & Shaw, D. (2011). Introduction to Information Science and Technology. Medford Information Today.

Delloite. (2016). UKM Pemicu Kemajuan Indonesia: Instrumen Pertumbuhan Bangsa. http://www2.deloitte.com/content/dam/Deloitte/id/Documents/finance/id-fas- sme-powering-indonesia-success-report-bahasa-noexp.pdf

Kemenkop UKM. (2023). Statistik Digitalisasi UMKM Indonesia.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer ExperienceTthroughout The Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.042

Nasdian, F. (2014). Pengembangan Masyarakat. Yayasan Pustaka Obor Indonesia.

OECD. (2023). SME Digitalisation Toolkit.

Pamungkas, C. (2017). Global village dan Globalisasi dalam Konteks ke-Indonesiaan. Jurnal Global & Strategis, 9(2), 245. https://doi.org/10.20473/jgs.9.2.2015.245-261

Partomo, T. S. &Abd. R. S. (2004). Ekonomi Skala Kecil/Menengah dan Koperasi. Ghalia Indonesia.

Potter, J. W. (2005). Media Literacy. Sage Publication.

Rajendran, R., & Vivekanandan, K. (2008). Exploring relationship between information systems strategic orientation and small business performance. International Journal of E-Business Research, 4(2), 14–28. https://doi.org/10.4018/jebr.2008040102

Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19). https://doi.org/10.3390/su16198667

UNTAD. (2021). Digital Economy Report 2021.

Van Dijk, J. A. G. M. (2020). The digital divide. John Wiley & Sons.

We Are Social. (2023). Digital 2023 Indonesia. In We Are Social. https://wearesocial.com/wp-content/uploads/2023/03/Digital-2023-Indonesia.pdf

DOI: http://dx.doi.org/10.24014/menara.v19i1.33420