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All Journal Jurnal Riset Mahasiswa Akuntansi (JRMA) JEE (Jurnal Edukasi Ekobis) Jurnal Akuntansi dan Pajak JOURNAL OF APPLIED ACCOUNTING AND TAXATION TECHNOBIZ : International Journal of Business Economic Education and Entrepreneurship Journal The Indonesian Journal of Accounting Research International Journal of Business, Humanities, Education and Social Sciences (IJBHES) Jurnal Akuntansi dan Keuangan (JAK) Jurnal Bisnis dan Manajemen (JBM) Journal of Indonesian Economy and Business Governors Safari : Jurnal Pengabdian Masyarakat Indonesia Jurnal Pemberdayaan Umat Studi Ekonomi dan Kebijakan Publik Jurnal Nusantara Mengabdi Jurnal Ekonomi dan Pembangunan Indonesia
Aryan Danil Mirza. BR
UNIVERSITAS LAMPUNG
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : Jurnal Ekonomi dan Pembangunan Indonesia

 1 
Optimalisasi Transformasi Digital pada Strategi Pemasaran Usaha Mikro Kecil dan Menengah (UMKM) di Kota Bandarlampung Jihan Fatin Fadillah Lotte; Reni Oktavia; Ratna Septiyanti; Aryan Danil Mirza BR
Jurnal Ekonomi dan Pembangunan Indonesia Vol. 3 No. 2 (2025): Mei : Jurnal Ekonomi dan Pembangunan Indonesia
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jepi.v3i2.1331

Abstract

This research aims to describe the implementation of digital transformation in marketing strategies among micro, small, and medium enterprises (MSMEs) in the culinary sector, using Nomnom Kitchen in Bandarlampung City as a case study. Employing a qualitative approach with data collection techniques including interviews, observations, and documentation, the research explores the firsthand experiences of business actors in transitioning from conventional to digital marketing. The findings reveal that MSME actors face complex dynamics throughout the digitalization process, involving internal challenges such as limited human resources and digital content management, as well as external opportunities like expanded market reach. Digital transformation emerges as a strategic tool that enhances promotional efficiency, strengthens customer engagement, and fosters a business model that is more responsive to technological advances. The study highlights the importance of digital training and the enhancement of entrepreneurial capacity to optimize the digital potential of MSMEs.
Co-Authors Al-ghifari, Abidzar Septawandra Aldini Nofta Martini Amar Ma'ruf Amelia, Yunia Ayu Nani Djismudin Cornelius Saryadi Turnip Dewi Sukmasari Diajeng Fitri Wulan Dian Fajarini Erlina Rufaidah Farah Nisa Ul Albab Fathia, Syaharani Noer Fatkhur Rohman Fitri Mareta Fitri Mareta Fitri Mareta Jihan Fatin Fadillah Lotte Joni Putra Kharisa Rachmi Khoirunisa Kharisa Rachmi Khoirunisa Ladista, Rindy Dwi Maheswari, Fidela Salsabilla Maria Paramastri Hayuning Adi Nababan, Rohani Risnauli Nasrul Maulana Neny Desriani Nurdin, Nurdin Pujiati Pujiati Putra, Joni Putri Handayani Raihan Razif Afero Ratna Septiyanti Reni Oktavia Resha Moniyana Putri Ribka Tasya Rizki Ramadhani Saputra, M Rizky Rico Shofiyah, Indah Sony Warsono Sudrajat, Sayidati Rahmatut Salitsa Syahidah, Silke Tedi Rusman Vitriyani Tri Purwaningsih Yenni Agustina yenni agustina