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All Journal Jurnal Intelek Dan Cendikiawan Nusantara JCSRD
Sudarmanto Saeka
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Evolution of Digital Marketing Strategy in UMKM: Case Study on Business Sustainability Sudarmanto Saeka; Asraf
Journal of Community Service and Rural Development Vol. 1 No. 2 (2024): Juni
Publisher : Business Finence Analyst Co.,

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Abstract

Digital transformation has changed the business landscape globally, encouraging MSMEs to adopt digital marketing strategies to improve their competitiveness and business sustainability. However, not all MSMEs are able to optimally utilize digital technology due to limited digital literacy, uneven infrastructure, and a lack of skilled human resources in digital marketing. The lack of research discussing the integration of digital marketing and MSME financial management is a knowledge gap that needs to be filled in order to understand how digitalization can effectively improve MSME business sustainability. This study uses a qualitative descriptive method, with data collection through semi-structured interviews with MSME owners, digital marketing practitioners, academics, and e-commerce representatives. The results of the study show that digital marketing strategies based on social media, e-commerce platforms, and financial technology have a significant impact on MSME visibility and profitability, although challenges such as fluctuations in advertising costs and limited digital literacy are still major obstacles. These findings provide theoretical contributions to the development of MSME digital marketing literature and can practically be a guideline for MSME actors in optimizing their digital strategies. Therefore, further research is recommended to explore the effectiveness of government policies and the influence of financial technology sustainability in supporting MSME marketing digitalization.
Kewirausahaan tentang Literasi Keuangan: Wawasan Kualitatif tentang Strategi Pemasaran Digital di Kalangan UKM di Sulawesi Tenggara, Indonesia Sudarmanto Saeka; Asraf Asraf
Jurnal Intelek Dan Cendikiawan Nusantara Vol. 1 No. 6 (2024): Desember 2024 - Januari 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki kontribusi strategis terhadap perekonomian nasional, namun literasi keuangan dan digital pelaku UMKM masih rendah sehingga menghambat penerapan strategi pemasaran digital yang efektif. Khususnya di Sulawesi Tenggara, rendahnya literasi keuangan menyebabkan UMKM menghadapi tantangan serius dalam implementasi teknologi digital untuk pengembangan bisnis mereka. Penelitian terdahulu cenderung lebih berfokus pada aspek teknis pemasaran digital tanpa secara eksplisit mengaitkannya dengan aspek literasi keuangan pelaku UMKM, sehingga penelitian ini bertujuan mengeksplorasi secara mendalam narasi entrepreneur mengenai hubungan literasi keuangan dengan implementasi strategi pemasaran digital. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan wawancara mendalam sebagai instrumen utama kepada lima informan yang relevan, mencakup asosiasi UMKM, organisasi pendamping UMKM, serta instansi pemerintah terkait di Sulawesi Tenggara. Temuan penelitian menunjukkan bahwa rendahnya literasi keuangan menyebabkan kesulitan dalam pengelolaan kas dan pengambilan keputusan strategis terkait anggaran promosi digital, sementara keterampilan digital rendah menghambat optimalisasi media sosial dan e-commerce. Implikasi praktis penelitian ini menegaskan pentingnya edukasi literasi keuangan dan digital sebagai solusi utama untuk mengatasi hambatan dalam penerapan strategi pemasaran digital di kalangan UMKM, sedangkan penelitian masa depan direkomendasikan untuk memperluas wilayah geografis dan jumlah informan guna memperkuat validitas hasil penelitian.
Co-Authors Asraf Asraf Asraf