Strategi Pemasaran Digital untuk Meningkatkan Usaha Kecil dan Menengah

Tubagus Yahya

doi:10.55606/jimas.v4i1.1729

Authors

Tubagus Yahya Universitas Bina Bangsa

DOI:

https://doi.org/10.55606/jimas.v4i1.1729

Keywords:

Digital Marketing, Micro, Profit, Promotion

Abstract

Cyberspace is now no longer only able to connect people with devices, but also people with other people throughout the world. It is hoped that the existence of MSMEs will be able to stimulate the economy amidst the current economic slowdown. The use of digital technology-based marketing concepts (digital marketing) gives hope for MSMEs to develop into economic powerhouses. MSME players collaborate on promotional media and digital-based distribution media to gain maximum profits. Currently, almost all MSME businesses or even restaurants and fast food businesses use digital marketing-based promotional media and distribution media. This research focuses on discussing the role of digital marketing as a marketing strategy for Micro, Small and Medium Enterprises (MSMEs) through the concept of people’s economic empowerment. This strategy is an adaptation step to be able to survive and transform into superior Micro, Small and Medium Enterprises (MSMEs) in the era of the industrial revolution 4.0.

References

Armstrong, G., & Kotler, P. (2015). Principles of marketing (15th ed.). Pearson Education.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Lee, K., & Carter, S. (2020). Social media marketing: A strategic approach. SAGE Publications.

M. Rivaldi, Anastasya, N., Aulia, I., Wardhani, N. Z. D., Sofwan, M., & Sholeh, M. (2024). Strategi pemasaran digital untuk pengembangan usaha kecil. Jurnal Ilmiah Manajemen, 7(1), 2654-5497.

Marbun, F., & Sianturi, R. D. (2024). Strategi pemasaran digital dalam meningkatkan penjualan produk UMKM di Desa Lengau Serpang. Inovasi Pembangunan: Jurnal Kelitbangan, 12(03).

Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (3rd ed.). Kogan Page.

Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12th ed.). Pearson Education.

Suwandi, S., Sibarani, W. S., Sibarani, L. A., & Halawa, S. (2023). Strategi pemasaran digital dalam meningkatkan usaha kecil dan menengah. Guruku: Jurnal Pendidikan dan Sosial Humaniora, 1(4), 116–127.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (2nd ed.). SAGE Publications.