Analisis Dampak Digital Marketing terhadap Daya Saing UMKM di Era Industri 4.0
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Abstract
Penelitian ini bertujuan untuk menganalisis dampak penerapan digital marketing terhadap peningkatan daya saing UMKM di Samarinda pada era Industri 4.0. Digital marketing menjadi strategi penting bagi UMKM untuk memperluas pasar, meningkatkan brand awareness, dan mengoptimalkan penjualan dengan biaya relatif rendah. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan pendekatan studi kasus pada UMKM kuliner dan fashion di Samarinda. Data diperoleh melalui observasi, wawancara, dan dokumentasi, kemudian dianalisis menggunakan teknik deskriptif komparatif. Hasil penelitian menunjukkan bahwa penerapan digital marketing melalui media sosial, e-commerce, dan strategi konten mampu meningkatkan daya saing UMKM secara signifikan, terutama dalam hal akses pasar dan efisiensi biaya promosi. Penelitian ini memberikan kontribusi praktis bagi pelaku UMKM di Samarinda dalam merancang strategi pemasaran digital yang efektif, serta kontribusi akademik dalam memperkaya manajemen pemasaran dan manajemen UMKM.
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References
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