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All Journal Solusi: Jurnal Kajian Ekonomi dan Bisnis
Fitriastuti , Lucia Ika
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Economics, Econometrics & Finance Environmental Science Social Sciences

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PERBEDAAN KINERJA MARKETING UMKM KONVENSIONAL DAN UMKM GO DIGITAL Fitriastuti , Lucia Ika; Vembri, Yohannes; Dermawan, Arief; Zuhri, Saifudin
Kajian Ekonomi dan Bisnis Vol. 20 No. 2 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi SBI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51277/keb.v20i2.285

Abstract

MSMEs play a significant role in developing the national economy. The large number of MSMEs indicates that some still employ conventional marketing strategies, while others have gone digital. The purpose of this study is to quantitatively determine whether there are differences in marketing performance between conventional MSMEs and those that have gone digital, particularly in Daerah Istimewa Yogyakarta. This study utilized primary data obtained from a survey of 100 MSMEs in Daerah Istimewa Yogyakarta. The data analysis technique used was quantitative descriptive analysis with the nonparametric Mann-Whitney U test. The results indicate a difference in marketing performance between conventional MSMEs and those that have gone digital. This study recommends that conventional MSMEs employ alternative strategies to improve their marketing performance, such as developing digital marketing strategies or utilizing e-marketing.
Co-Authors Dermawan, Arief Saifudin Zuhri Vembri, Yohannes