Published 2025-06-30
Keywords
- MSMEs,
- digital marketing strategies,
- competitiveness,
- Greater Jakarta Area,
- Qualitative
- UMKM,
- strategi pemasaran digital,
- daya saing,
- Jabodetabek,
- Kualitatif ...More
How to Cite
Abstract
Digitalization has opened up great opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their market reach and strengthen their competitiveness. This study aims to analyze the digital marketing strategies actively implemented by MSMEs in the Greater Jakarta area and evaluate their impact on improving competitive advantage. Using a descriptive qualitative approach, data were collected through in-depth interviews with 10 MSME practitioners from various business sectors. The research findings indicate that the primary strategies adopted include the use of social media, marketplace platforms, and the development of engaging digital content. However, several significant challenges were identified, including limitations in leveraging customer data and effectively managing advertising budgets. Based on these findings, the study recommends the development of digital marketing training programs tailored to the specific needs of each sector, as well as the need for comprehensive policy support from local governments to facilitate the digital adoption of SMEs.
Digitalisasi telah membuka peluang besar bagi Usaha Mikro, Kecil, dan Menengah (UMKM) untuk memperluas jangkauan pasar dan memperkuat daya saing mereka. Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang secara aktif diterapkan oleh UMKM di wilayah Jabodetabek serta mengevaluasi dampaknya terhadap peningkatan keunggulan kompetitif. Menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara mendalam terhadap 10 pelaku UMKM dari berbagai sektor usaha. Hasil penelitian menunjukkan bahwa strategi utama yang diadopsi meliputi pemanfaatan media sosial, platform marketplace, dan pengembangan konten digital yang menarik. Meskipun demikian, ditemukan beberapa kendala signifikan, termasuk keterbatasan dalam pemanfaatan data pelanggan dan pengelolaan anggaran iklan yang efektif. Berdasarkan temuan ini, penelitian merekomendasikan pengembangan program pelatihan pemasaran digital yang disesuaikan dengan kebutuhan spesifik masing-masing sektor, serta perlunya dukungan kebijakan yang komprehensif dari pemerintah daerah untuk memfasilitasi adopsi digital UMKM.
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