<![CDATA[AbstrakPenelitian ini bertujuan untuk mengetahui seberapa baik strategi pemasaran UMKM berbasis pangan di era digital 4.0 (studi kasus di Kota Bima).Jenis penelitian ini adalah deskriptif, instrumen penelitian yang digunakan yaitu kuesioner skala likert.Populasi yang digunakan dalam penelitian ini yaitu UMKM Berbasis Pangan sebanyak 553 UMKM.Teknik sampling menggunakan cluster sampling (area sampling) sehingga diperoleh sampel dalam penelitian ini adalah UMKM berbasis pangan di Kelurahan Melayu, Penaraga dan Nae sebanyak 85 UMKM. Teknik analisa data yang digunakan yaitu uji validitas, uji reliabiitas, uji t tes ( t test one sample). Hasil penelitian menunjukanbahwa strategipemasaran UMKM berbasis pangan di era digital 4.0 ( studi kasus di Kota Bima) lebih dari 70% dari yang diharapkan (baik).Kata Kunci :Marketing Strateg; Small Industri; Food Based; Digital EraAbstract This study aims to determine how well the Food-Based MSME Marketing Strategy in the Digital Age 4.0 (Case Study in the City of Bima). This type of research is a descriptive research instrument used, namely the Likert scale questionnaire. The population used in this study was Food-based MSMEs totaling 553 MSMEs. The sampling technique used cluster sampling (area sampling) so that the sample in this study was food-based MSMEs in the Kelurahan Melayu, Penaraga and Nae as many as 85 MSMEs. The data analysis technique used is validity test, reliability test, t test (one sample t test). The results showed that the Food-Based MSME Marketing Strategy in the Digital Age 4.0 (Case Study in Bima City) was more than 70% of what was expected (good).Keywords: Marketing Strategy; Small Industri; Food Based; Digital Era]]>
