PEMANFAATAN PLATFORM DIGITAL SEBAGAI SARANA PEMASARAN BAGI UMKM
Keywords:
digital platforms, marketing tools, MSMEs
Abstract
Advances in technology and information have brought significant changes to aspects of human life, one of which is in the field of marketing. This study aims to find out how to use digital platforms as a marketing tool for MSMEs in Kampung Kue. The type of research used is descriptive qualitative. The results of the study stated that the use of digital platforms as a marketing tool for MSMEs in Kampung Kue was less active.
References
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Astri Rumondang, Acai Sudirman, Samsider Sitorus, Aditya Halim Perdana Kusuma, Melda Manuhutu, Andriasan Sudarso, Janner Simarmata, Dian Hasdiana, Tasnim Tasnim, N. F. A. (2020). Pemasaran Digital dan Perilaku Konsumen (A. Rikki (ed.)). Yayasan Kita Menulis.
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Irawati, R., & Prasetyo, I. B. (2022). Pemanfaatan Platform E-Commerce Melalui Marketplace Sebagai Upaya Peningkatan Penjualan dan Mempertahankan Bisnis di Masa Pandemi (Studi pada UMKM Makanan dan Minuman di Malang). Jurnal Penelitian Manajemen Terapan (PENATARAN), 6(2), 114–133.
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Rafiah, K. K., & Kirana, D. H. (2019). Analisis Adopsi Media Sosial Sebagai Sarana Pemasaran Digital Bagi UMKM Makanan dan Minuman di Jatinangor. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 2(1), 188–198. https://doi.org/10.36778/jesya.v2i1.45
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7(1), 25–41. https://doi.org/10.1007/s40821-016-0044-6
Rengganawati, H., & Taufik, Y. (2020). Analisis Pelaksanaan Digital Marketing pada UMKM Tahu Rohmat di Kuningan. Komversal, 2(1), 28–50. https://doi.org/10.38204/komversal.v2i1.496
Sarwono, H. A. (2015). PROFIL BISNIS USAHA MIKRO, KECIL DAN MENENGAH (UMKM). Lembaga Pengembangan Perbankan Indonesia.
Simmons, G., Armstrong, G. A., & Durkin, M. G. (2008). A conceptualization of the determinants of small business website adoption: Setting the research agenda. In International Small Business Journal (Vol. 26, Issue 3). https://doi.org/10.1177/0266242608088743
Siswanto, T. (2013). Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah. Liquidity, 2(1), 80–86. https://doi.org/10.32546/lq.v2i1.134
Sulianta, F. (2012). Smart Online Marketer. ANDI.
Susilo, D., Manajemen, M., Universitas, P., & Wacana, K. S. (2018). Optimalisasi Penggunaan Media Sosial Sebagai Sarana Pemasaran Jasa Pendidikan. Jurnal Pencerahan STAB Syailendra, 11(1), 46–60. www.bimale.com
Wong, J. (2010). Internet Marketing for Beginners. PT Elex Media Komputindo.
Zott, C., Amit, R., & Massa, L. (2011). The Business Model : Recent Developments and Future Research. 37(4), 1019–1042. https://doi.org/10.1177/0149206311406265
Alie, A., & Elanda, Y. (2020). Perempuan Dan Ketahanan Ekonomi Keluarga (Studi Di Kampung Kue Rungkut Surabaya). Journal of Urban Sociology, 2(2), 31. https://doi.org/10.30742/jus.v2i2.995
Almaududi Ausat, A. M., & Suherlan, S. (2021). Obstacles and Solutions of MSMEs in Electronic Commerce during Covid-19 Pandemic: Evidence from Indonesia. BASKARA : Journal of Business and Entrepreneurship, 4(1), 11–19. https://doi.org/10.54268/baskara.4.1.11-19
Ariff, M. S. M., Yan, N. S., Zakuan, N., Bahari, A. Z., & Jusoh, A. (2013). Web-based factors affecting online purchasing behaviour. IOP Conference Series: Materials Science and Engineering, 46(1). https://doi.org/10.1088/1757-899X/46/1/012038
Astri Rumondang, Acai Sudirman, Samsider Sitorus, Aditya Halim Perdana Kusuma, Melda Manuhutu, Andriasan Sudarso, Janner Simarmata, Dian Hasdiana, Tasnim Tasnim, N. F. A. (2020). Pemasaran Digital dan Perilaku Konsumen (A. Rikki (ed.)). Yayasan Kita Menulis.
Davis, F. D. (1986). A TECHNOLOGY ACCEPTANCE MODEL FOR EMPIRICALLY TESTING NEW END-USER INFORMATION SYSTEMS: THEORY AND RESULTS. Science. https://doi.org/10.1126/science.146.3652.1648
Hoang, T. P., & Tuan, A. T. (2021). The Relationship between Content Marketing through Facebook & Purchase Intent of Consumers in Ho Chi Minh City, Vietnam. European Academic Research, November. https://www.researchgate.net/publication/356439089_The_Relationship_between_Content_Marketing_through_Facebook_Purchase_Intent_of_Consumers_in_Ho_Chi_Minh_City_Vietnam
Irawati, R., & Prasetyo, I. B. (2022). Pemanfaatan Platform E-Commerce Melalui Marketplace Sebagai Upaya Peningkatan Penjualan dan Mempertahankan Bisnis di Masa Pandemi (Studi pada UMKM Makanan dan Minuman di Malang). Jurnal Penelitian Manajemen Terapan (PENATARAN), 6(2), 114–133.
Karimi, J., & Walter, Z. (2016). Corporate Entrepreneurship, Disruptive Business Model Innovation Adoption, and Its Performance: The Case of the Newspaper Industry. Long Range Planning, 49(3), 342–360. https://doi.org/10.1016/j.lrp.2015.09.004
Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information and Management, 40(3), 191–204. https://doi.org/10.1016/S0378-7206(01)00143-4
Lestari, L. D., & Dwijayanti, R. (2022). Pengaruh Fenomena Harbolnas (Hari Belanja Online Nasional) Pada E-Commerce Shopee Melalui Diskon Dan Kemudahan Bertransaksi Terhadap Keputusan Pembelian. Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1482–1491. https://doi.org/10.26740/jptn.v10n1.p1482-1491
Marlena, N., Dwijayanti, R., & Prakoso, A. F. (2018). SWOT Analysis to Develop Market Share in SMEs of Hand-Made Fashion. Iceee, 274–278. https://doi.org/10.5220/0006884602740278
Mawardani, F., & Dwijayanti, R. (2021). Pengaruh Persepsi Kemudahan Penggunaan dan Promosi Cashback Terhadap Minat Mahasiswa Dalam Menggunakan Dompet Digital Shopeepay Pada Aplikasi Shopee. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1455–1463.
Nur Fardeana, A., Radin Siti Aishah Radin A Rahman, &, & Othman, N. (2020). Tahap personaliti Big Six dan hubungannya dengan kecenderungan keusahawanan digital dalam kalangan pelajar kolej komuniti. Jurnal Pendidikan Malaysia, 45(1(SI)), 101–110.
Nurliyana Amalina Rabiatulafiqah Abdul Halim, Nasshata Fatiha A. Hashim, Siti Kamaliah Awang Alek, Khairunnisa Nurasikin Asmali, Rafidah Rosli, and M. A. (2021). Innovation and Development of E-Commerce and E-Business in ASEAN.
Peter, M. K., & Dalla Vecchia, M. (2021). The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms. In Studies in Systems, Decision and Control (Vol. 294). Springer International Publishing. https://doi.org/10.1007/978-3-030-48332-6_17
Rafiah, K. K., & Kirana, D. H. (2019). Analisis Adopsi Media Sosial Sebagai Sarana Pemasaran Digital Bagi UMKM Makanan dan Minuman di Jatinangor. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 2(1), 188–198. https://doi.org/10.36778/jesya.v2i1.45
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7(1), 25–41. https://doi.org/10.1007/s40821-016-0044-6
Rengganawati, H., & Taufik, Y. (2020). Analisis Pelaksanaan Digital Marketing pada UMKM Tahu Rohmat di Kuningan. Komversal, 2(1), 28–50. https://doi.org/10.38204/komversal.v2i1.496
Sarwono, H. A. (2015). PROFIL BISNIS USAHA MIKRO, KECIL DAN MENENGAH (UMKM). Lembaga Pengembangan Perbankan Indonesia.
Simmons, G., Armstrong, G. A., & Durkin, M. G. (2008). A conceptualization of the determinants of small business website adoption: Setting the research agenda. In International Small Business Journal (Vol. 26, Issue 3). https://doi.org/10.1177/0266242608088743
Siswanto, T. (2013). Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah. Liquidity, 2(1), 80–86. https://doi.org/10.32546/lq.v2i1.134
Sulianta, F. (2012). Smart Online Marketer. ANDI.
Susilo, D., Manajemen, M., Universitas, P., & Wacana, K. S. (2018). Optimalisasi Penggunaan Media Sosial Sebagai Sarana Pemasaran Jasa Pendidikan. Jurnal Pencerahan STAB Syailendra, 11(1), 46–60. www.bimale.com
Wong, J. (2010). Internet Marketing for Beginners. PT Elex Media Komputindo.
Zott, C., Amit, R., & Massa, L. (2011). The Business Model : Recent Developments and Future Research. 37(4), 1019–1042. https://doi.org/10.1177/0149206311406265
Published
2024-04-30
How to Cite
Natania, A. T., & Dwijayanti, R. (2024). PEMANFAATAN PLATFORM DIGITAL SEBAGAI SARANA PEMASARAN BAGI UMKM. Jurnal Pendidikan Tata Niaga (JPTN), 12(1), 1-8. https://doi.org/10.26740/jptn.v11n3.p343-351
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Article
Copyright (c) 2024 Abigael Tesalonika Natania, Renny Dwijayanti
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