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Irsal Fauzi
Universitas Ngudi Waluyo
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Analisis Kebutuhan Pelaku UMKM Desa terhadap Platform Pemasaran Produk Lokal Berbasis Peta dan Logistik Kolaboratif Setya Indah Isnawati; Irsal Fauzi; Ucta Pradema Sanjaya; Prieza Dheva Tanti
Jibaku: Jurnal Ilmiah Bisnis, Manajemen dan Akuntansi Vol. 6 No. 2 (2026): Juli
Publisher : Universitas Ngudi Waluyo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35473/jibaku.v6i2.5188

Abstract

Digital marketing for village products has become a strategic need for rural MSMEs to expand market access, increase product visibility, and strengthen the local economy. However, rural MSME actors still face several challenges, including limited digital promotion, the absence of integrated business location information, weak distribution coordination, and unstable internet connectivity. This study aims to analyze the needs of rural MSME actors for a map-based local product marketing platform integrated with collaborative logistics as a foundation for developing GeoDesaConnect. This research employed a descriptive qualitative approach and was conducted in Lerep Village, Sumogawe Village, and Bergas Kidul Village, Semarang Regency. Informants were selected through purposive sampling, consisting of MSME actors, village officials, BUMDes managers, tourism awareness groups, and MSME facilitators. Data were collected through in-depth interviews, observation, and documentation studies, then analyzed using thematic analysis. The findings indicate that rural MSME actors need a platform that can provide product catalogs, map business locations, support market location recommendations, facilitate distribution coordination, and remain accessible under limited internet connectivity. The study concludes that GeoDesaConnect should be developed as a contextual, adaptive, inclusive, and user-need-based platform to support marketing, spatial mapping, collaborative logistics, and sustainable local economic development in rural areas.   Abstrak Digitalisasi pemasaran produk desa menjadi kebutuhan strategis bagi pelaku UMKM desa untuk memperluas akses pasar, meningkatkan visibilitas produk, dan memperkuat ekonomi lokal. Namun, pelaku UMKM desa masih menghadapi kendala berupa keterbatasan promosi digital, belum terintegrasinya informasi lokasi usaha, lemahnya koordinasi distribusi, serta keterbatasan konektivitas internet. Penelitian ini bertujuan menganalisis kebutuhan pelaku UMKM desa terhadap platform pemasaran produk lokal berbasis peta dan logistik kolaboratif sebagai dasar pengembangan GeoDesaConnect. Penelitian menggunakan pendekatan kualitatif deskriptif dengan lokasi di Desa Lerep, Desa Sumogawe, dan Desa Bergas Kidul, Kabupaten Semarang. Informan dipilih secara purposive, meliputi pelaku UMKM, perangkat desa, BUMDes, pokdarwis, dan pendamping UMKM. Data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumentasi, kemudian dianalisis menggunakan analisis tematik. Hasil penelitian menunjukkan bahwa pelaku UMKM desa membutuhkan platform yang mampu menyajikan katalog produk, memetakan lokasi usaha, mendukung rekomendasi lokasi pasar, memfasilitasi koordinasi distribusi, serta tetap dapat digunakan pada kondisi jaringan terbatas. Kesimpulannya, GeoDesaConnect perlu dikembangkan sebagai platform yang kontekstual, adaptif, inklusif, dan berbasis kebutuhan riil pengguna, sehingga mampu mendukung pemasaran, pemetaan spasial, logistik kolaboratif, serta penguatan ekonomi lokal desa secara berkelanjutan.
Co-Authors . Syamsulbahri Abdul Aziz Abdul Aziz Abdul Aziz Ade Onny Siagian Agung Mufti Wibowo Agung Wibowo, Mufti Alfredy Donny Haposan Harianja Ari Siswati Arteurt Yoseph Merung Bangsa, Jaya Ramadaey Dewi Ari Ani Dewi Ariani DEWI ARIANI Dini Rahmawati Dwi Lailatun Nisa Efendi, Faturahman Eko Nur Hermansyah Eliagus Telaumbanua Faturahman Efendi Ferdinand Raynanta Putra Fitriyanti, Hanifah Havif Wahyu Saputra Herawati, Novita Ignatius Bias Galih Prasadhya Indah Isnawati, Setya Isnawati, Setya Indah Isra Prihantini Jaya Ramadaey Bangsa Judijanto, Loso Kartikasari, Hayu Khumaeroh, Luk Lu'ul Kustiyono Kustiyono Loso Judijanto Maghfirah, Nur Mahmuddin Mahmuddin Mahmuddin Mahmuddin Mahsya Aurelia Cesarani Margarena, Agung Novianto Meida Rachmawati Meida Rachmawati Meida Rachmawati Merung, Arteurt Yoseph Mokhammad Khukaim Barkhowa Mona Inayah Pratiwi Mufidah, Luklu'ul Mufti Agung Wibowo Mufti Agung Wibowo Nazara, Johnifrah Putra Noor Laila Ramadhani Novita Herawati Prasadhya, Ignatius Bias Galih Prieza Dheva Tanti Prihantoro, Rigo Wahyu purwanti, rina Rahmawati, Vera Ramadaey Bangsa, Jaya Rina Purwanti Rina Purwanti Sabalius Uhai Sapti Damayanti Satria Avianda Nurcahyo Setiawan Setiawan Setiawan Setiawan Setya Indah Isnawati Setya Indah Isnawati Shohib Maulana Silvina Widyastuti  Siswati, Ari Sudiyono Sudiyono Swantyka Ilham Prahesti Ucta Pradema Sanjaya Ulfamiyati Ulfamiyati Ulfamiyati Waruwu, Lisnawati Wibowo, Mufi Agung Widagdo, Teguh Harso Wulan, Ayu Zakky Fahma Auliya