Strategi Digital Marketing Dalam Meningkatkan Daya Saing Umkm Di Era Ekonomi Digital
Digital Marketing Strategies to Enhance UMKM Competitiveness in the Digital Economy Era
DOI:
https://doi.org/10.59585/bajik.v5i1.1757Keywords:
Strategi, Digital Marketing, Daya Saing, UMKM, Era Ekonomi DigitalAbstract
Latar Belakang: Transformasi ekonomi digital telah mengubah pola pemasaran dan persaingan usaha, termasuk pada sektor Usaha Mikro, Kecil, dan Menengah (UMKM). Pemanfaatan media sosial, content marketing, marketplace, customer engagement, dan kemampuan digital marketing menjadi semakin penting bagi UMKM untuk memperluas pasar dan mempertahankan daya saing. Tujuan: Penelitian ini untuk menganalisis pengaruh strategi digital marketing terhadap daya saing UMKM di era ekonomi digital. Metode: penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional. Responden penelitian adalah 200 pelaku UMKM yang telah menggunakan media digital dalam kegiatan pemasaran. Variabel independen terdiri atas social media marketing, content marketing, marketplace utilization, digital customer engagement, dan digital marketing capability, sedangkan variabel dependen adalah daya saing UMKM. Analisis data menggunakan regresi linear berganda. Hasil: penelitian menunjukkan bahwa social media marketing, content marketing, marketplace utilization, digital customer engagement, dan digital marketing capability berpengaruh positif terhadap daya saing UMKM. Model penelitian mampu menjelaskan 61,8% variasi daya saing UMKM. Kesimpulan: menunjukkan bahwa strategi digital marketing tidak hanya berfungsi sebagai sarana promosi, tetapi juga menjadi bagian dari strategi pengembangan pasar, hubungan pelanggan, dan peningkatan kemampuan bersaing UMKM
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Copyright (c) 2026 Annisah Nurul Fadilah, St Arwini Alwy, Marini Sumarni, Miftahul Nurjannah Jamal, Annisa Ayu Pratiwi
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