Article Sidebar

Download
Download PDF
Statistic
Read Counter : 7 Download : 4

Downloads

Download data is not yet available.

Main Article Content

Abstract

Studi ini mengkaji strategi pemasaran yang diterapkan oleh usaha mikro, kecil, dan menengah (UMKM) di Kabupaten Manggarai Barat dalam menghadapi tantangan pasca-pandemi dan meningkatnya digitalisasi. Dengan menggunakan pendekatan kualitatif deskriptif, penelitian ini menyelidiki bagaimana UMKM beradaptasi dengan gangguan ekonomi, keterbatasan sumber daya, dan perubahan perilaku konsumen dengan memanfaatkan platform digital. Data dikumpulkan melalui wawancara semi-terstruktur dengan pemilik dan manajer UMKM untuk mengidentifikasi strategi kunci, hambatan, dan faktor pendorong dalam adopsi pemasaran digital. Hasil penelitian menunjukkan bahwa meskipun pemasaran digital menawarkan peluang signifikan untuk pertumbuhan dan ketahanan, banyak MSMEs menghadapi hambatan seperti kurangnya literasi teknologi, akses terbatas ke alat digital, dan infrastruktur yang tidak memadai. Meskipun demikian, beberapa usaha berhasil mengintegrasikan platform digital untuk meningkatkan visibilitas dan penjualan. Penelitian ini berkontribusi pada pemahaman yang lebih baik tentang bagaimana MSMEs dapat mempertahankan bisnis mereka melalui strategi pemasaran adaptif dan memberikan wawasan praktis bagi pembuat kebijakan dan pemangku kepentingan untuk mendukung transformasi digital MSMEs.

Keywords

MSMEs Digital Marketing West Manggarai Post-Pandemic, Strategies

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Hanifa, H., & Resmawa, I. N. . (2025). Marketing Strategies UMKM di Kabupaten Manggarai Barat: Menghadapi Tantangan Pasca-Pandemi dan Digitalisasi. Economics and Digital Business Review, 6(2), 1143–1153. Retrieved from https://www.ojs.stieamkop.ac.id/index.php/ecotal/article/view/2731
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Achmad, Z. A., Azhari, T. Z., Esfandiar, W. N., Nuryaningrum, N., Syifana, A. F. D., & Cahyaningrum, I. (2020). Pemanfaatan Media Sosial dalam Pemasaran Produk UMKM di Kelurahan Sidokumpul, Kabupaten Gresik. Jurnal Ilmu Komunikasi, 10(1), 17. https://doi.org/10.15642/jik.2020.10.1.17-31
  2. Andiana, B. D. L., Hurriati, L., & Fathurrahman, F. (2021). Adoption of Digital Marketing in Strengthening Micro, Small and Medium Enterprises in Mataram City during The Covid 19 Pandemic. Advances in Social Science, Education and Humanities Research/Advances in Social Science, Education and Humanities Research. https://doi.org/10.2991/assehr.k.210525.148
  3. Anggadini, S. D., Luckyardi, S., & Surtikanti, S. (2023). Development of Micro Small-Medium Business in Asian Countries (Indonesia, Malaysia, Philippines, and Thailand): A comparison in accounting behavior. Journal of Eastern European and Central Asian Research (JEECAR), 10(3), 487. https://doi.org/10.15549/jeecar.v10i3.1300
  4. Benitez, J., Arenas, Á., Castillo, A., & Esteves, J. (2022). Impact of digital leadership capability on innovation performance: The role of platform digitization capability. Information & Management, 59(2), 103590. https://doi.org/10.1016/j.im.2022.103590
  5. Entrepreneurship and Sustainability Issues. (2024). Journal of Entrepreneurship and Sustainability Issues. https://doi.org/10.9770/jesi
  6. Harini, C., Wulan, H. S., & Agustina, F. (2022). UPAYA MENINGKATKAN VOLUME PENJUALAN MENGGUNAKAN DIGITAL MARKETING PADA UMKM KOTA SEMARANG. Jurnal Manajemen Dayasaing, 23(2), 90. https://doi.org/10.23917/dayasaing.v23i2.16860
  7. Hengki, H., Adiwinoto, B., Sarwindah, Pandia, J., & Yanti, R. (2021). The Digital Platform Promotion Strategy To Support UMKM In Bangka Belitung Province. International Journal Of Community Service, 1(1), 61. https://doi.org/10.51601/ijcs.v1i1.13
  8. Hokmabadi, H., Rezvani, S. M. H. S., & Matos, C. A. de. (2024). Business Resilience for Small and Medium Enterprises and Startups by Digital Transformation and the Role of Marketing Capabilities—A Systematic Review. Systems, 12(6), 220. https://doi.org/10.3390/systems12060220
  9. Islami, N. N., Wahyuni, S., & Puji, R. P. N. (2021). Digital Literation of Micro, Small and Medium Enterprises (MSMEs) in Jember District. IOP Conference Series Earth and Environmental Science, 747(1), 12097. https://doi.org/10.1088/1755-1315/747/1/012097
  10. Journal of Marketing Analytics. (2019). In Journal of Marketing Analytics. Palgrave Macmillan. https://doi.org/10.1057/41270.2050-3326
  11. Karimah, I., & Iryani, L. (2022). STRATEGI PENGEMBANGAN USAHA KECIL MENENGAH DIMASA PANDEMI COVID-19. Negotium Jurnal Ilmu Administrasi Bisnis, 5(1), 17. https://doi.org/10.29103/njiab.v5i1.7456
  12. Kristinae, V., Wardana, I. M., Giantari, I. G. A. K., & Rahyuda, A. G. (2020). The role of powerful business strategy on value innovation capabilities to improve marketing performance during the COVID-19 pandemic. Uncertain Supply Chain Management, 675. https://doi.org/10.5267/j.uscm.2020.8.005
  13. Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77, 102783. https://doi.org/10.1016/j.ijinfomgt.2024.102783
  14. Kusmiyati, L., & Priyono, A. (2021). The strategy for combining online and offline business model for MSMEs. International Journal of Research in Business and Social Science (2147-4478), 10(4), 406. https://doi.org/10.20525/ijrbs.v10i4.1231
  15. Kusumaningrum, R., Kodir, A., & Ningsih, F. F. (2022). PENGENALAN PEMBIAYAAN SYARIAH DALAM PEMULIHAN USAHA MIKRO KECIL DAN MENENGAH MELALUI PROGRAM BANTUAN PRODUKTIF USAHA MIKRO PADA MASA PANDEMI COVID-19 DI DESA CIASMARA, KECAMATAN PAMIJAHAN, KABUPATEN BOGOR. SAHID DEVELOPMENT JOURNAL, 2(1), 1. https://doi.org/10.56406/sahiddevelopmentjournal.v2i01.67
  16. Liang, X., & Gao, Y. (2020). Marketing performance measurement systems and firm performance. European Journal of Marketing, 54(4), 885. https://doi.org/10.1108/ejm-05-2018-0302
  17. Liu, R., Long, J., & Liu, L. (2022). Seeking the resilience of service firms: a strategic learning process based on digital platform capability. Journal of Services Marketing, 37(3), 371. https://doi.org/10.1108/jsm-04-2022-0124
  18. M. Wielgos, D., Homburg, C., & Kuehnl, C. (2021). Digital business capability: its impact on firm and customer performance. Journal of the Academy of Marketing Science, 49(4), 762. https://doi.org/10.1007/s11747-021-00771-5
  19. Mardi, R. W., & Siregar, I. (2021). The Effect of External Factors on the Sustainability of Msme Business in Medan City During Covid 19 Pandemy. Advances in Economics, Business and Management Research/Advances in Economics, Business and Management Research. https://doi.org/10.2991/aebmr.k.210717.027
  20. Miklošík, A., & Evans, N. (2020). Impact of Big Data and Machine Learning on Digital Transformation in Marketing: A Literature Review [Review of Impact of Big Data and Machine Learning on Digital Transformation in Marketing: A Literature Review]. IEEE Access, 8, 101284. Institute of Electrical and Electronics Engineers. https://doi.org/10.1109/access.2020.2998754
  21. Mogaji, E., Restuccia, M., Lee, Z., & Phong Nguyen, N. (2023). B2B brand positioning in emerging markets: Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands. Industrial Marketing Management, 108, 237. https://doi.org/10.1016/j.indmarman.2022.12.003
  22. Muditomo, A., & Setyawati, N. (2022). Digital Transformation of Small Medium Enterprises: A Descriptive Analysis of Quick Response Indonesia Standard Data. Jambura Equilibrium Journal, 4(2). https://doi.org/10.37479/jej.v4i2.13918
  23. Nurjannah, A. Z., Noevus, B. T., & Fathya, H. S. (2022). Digital Finance Influence for MSMEs in Indonesia. Proceedings Series on Social Sciences & Humanities, 7, 16. https://doi.org/10.30595/pssh.v7i.467
  24. Nyamanza, U. B. C. (2020). Exploring Marketing Mix Practices of the Tanzanian Manufacturing SMEs and Their Growth Dynamics. Journal of Economics Trade and Marketing Management, 2(4). https://doi.org/10.22158/jetmm.v2n4p13
  25. Paramitha, P. S., & Suhartini, D. (2022). Business Resilience pada UMKM di Masa Pandemi Covid-19. EKONOMIS Journal of Economics and Business, 6(2), 405. https://doi.org/10.33087/ekonomis.v6i2.546
  26. Pascucci, F., Savelli, E., & Gistri, G. (2023). How digital technologies reshape marketing: evidence from a qualitative investigation. Italian Journal of Marketing. https://doi.org/10.1007/s43039-023-00063-6
  27. Pertheban, T. R., Ramayah, T., Marimuthu, A., Venkatachalam, K. R., Annamalah, S., Paraman, P., & Hoo, W. C. (2023). The Impact of Proactive Resilience Strategies on Organizational Performance: Role of Ambidextrous and Dynamic Capabilities of SMEs in Manufacturing Sector. Sustainability, 15(16), 12665. https://doi.org/10.3390/su151612665
  28. Pratiwi, M., & Arsyah, U. I. (2021). The Effectiveness of the Concept of CRM Application for SMEs during the COVID-19 Pandemic. Journal of Physics Conference Series, 1933(1), 12026. https://doi.org/10.1088/1742-6596/1933/1/012026
  29. Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying Digital Transformation Paths in the Business Model of SMEs during the COVID-19 Pandemic. Journal of Open Innovation Technology Market and Complexity, 6(4), 104. https://doi.org/10.3390/joitmc6040104
  30. Putong, I. H. (2023). Digitalization Strategy of Small and Medium Enterprises (SMEs) of Agribusiness Sector at North Sulawesi. International Journal of Academic Research in Business and Social Sciences, 13(5). https://doi.org/10.6007/ijarbss/v13-i5/16917
  31. Quang Dung, T., Bonney, L., Prasad Adhikari, R., & P. Miles, M. (2021). Entrepreneurial orientation and vertical knowledge acquisition by smallholder agricultural firms in transitional economies: The role of interfirm collaboration in value-chains. Journal of Business Research, 137, 327. https://doi.org/10.1016/j.jbusres.2021.08.054
  32. Ratmono, D., Frendy, F., & Zuhrohtun, Z. (2023). Digitalization in management accounting systems for urban SMEs in a developing country: A mediation model analysis. Cogent Economics & Finance, 11(2). https://doi.org/10.1080/23322039.2023.2269773
  33. Rizqiawan, H., Novianto, I., & Subaderi, S. (2021). Model of Application of Technology to Increase Income in Micro Business Clover Stick in The Face of Covid19 Pandemic Era. Procedia of Social Sciences and Humanities, 1, 198. https://doi.org/10.21070/pssh.v1i.43
  34. Sabbir Rahman, M., Hossain, A., & Abdelfattah, F. (2021). Does marketing analytics capability boost firms’ competitive marketing performance in data-rich business environment? Journal of Enterprise Information Management, 35(2), 455. https://doi.org/10.1108/jeim-05-2020-0185
  35. Saraswati, E. (2020). Strategi Perencanaan dan Biaya Pemasaran yang Efektif bagi UMKM Mitra Binaan PT. Semen Indonesia Tbk. Journal of Dedicators Community, 3(3), 97. https://doi.org/10.34001/jdc.v3i3.1040
  36. Shah, D., & P. S. Murthi, B. (2021). Marketing in a data-driven digital world: Implications for the role and scope of marketing. Journal of Business Research, 125, 772. https://doi.org/10.1016/j.jbusres.2020.06.062
  37. Sharabati, A. A., Ali, A. A. A., Allahham, M., Hussein, A. M. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
  38. Srikalimah, Wardana, L. W., Ambarwati, D., Sholihin, U., Shobirin, R. A., & Fajaria, N. (2021). The Ability of MSMEs in Kampoeng Tahu Tinalan to Deal With the COVID-19 Pandemic: A Structured Study of Whole Aspects Through Preliminary SWOT Analysis. KnE Social Sciences. https://doi.org/10.18502/kss.v5i8.9356
  39. Sulastri, S., Mulyadi, H., Disman, D., & Hendrayati, H. (2021). SMEs Resilience During the Covid-19 Pandemic: A Case Study in Indonesia. Advances in Economics, Business and Management Research/Advances in Economics, Business and Management Research. https://doi.org/10.2991/aebmr.k.210831.138
  40. Suzianti, A., Devi Amaradhanny, R., & Nurul Fathia, S. (2023). Fashion heritage future: Factors influencing Indonesian millenials and generation Z’s interest in using traditional fabrics. Journal of Open Innovation: Technology, Market, and Complexity, 9(4), 100141. https://doi.org/10.1016/j.joitmc.2023.100141
  41. Usulu, R. Q., Adisubagja, B. D., Febrianti, D., Azhar, A., Prehanto, A., & Nuryadin, A. (2023). PENERAPAN PEMASARAN DIGITAL PADA USAHA MIKRO KECIL DI KOTA TASIKMALAYA. Jurnal Industri Kreatif Dan Kewirausahaan, 6(1). https://doi.org/10.36441/kewirausahaan.v6i1.1241
  42. Utomo, H. S. (2020). The Effect of Muslim Religiosity and Innovation Capability on Firm Survival: A Study on Small Enterprises During the Covid-19 Pandemic. IQTISHADIA Jurnal Kajian Ekonomi Dan Bisnis Islam, 13(2), 179. https://doi.org/10.21043/iqtishadia.v13i2.7626
  43. Widodo, A. S. (2021). The correlation of entrepreneurship characteristic, business innovation, and marketing strategy to the resilience of micro, small, and medium enterprises (msme) in the new normal patterns. E3S Web of Conferences, 316, 2034. https://doi.org/10.1051/e3sconf/202131602034
  44. Widodo, J., Wahyuni, S., Zulianto, M., & Islami, N. N. (2019). The Analysis of Micro, Small, and Medium Enterprises (MSMEs) development through external facilitation and internal potential on former workers of Sigaret Kretek Tangan (SKT) PT. HM Sampoerna Jember. IOP Conference Series Earth and Environmental Science, 243, 12092. https://doi.org/10.1088/1755-1315/243/1/012092
  45. Winduro, W., & Suhita, D. (2023). Intervention of cooperatives and services for SMEs resilience in Surakarta City. Publisia Jurnal Ilmu Administrasi Publik, 8(1), 102. https://doi.org/10.26905/pjiap.v8i1.8498
  46. Yulianti, S., Ismaya, S. B., Indrajaya, T., Sova, M., & Rosmiati, E. (2023). Empowerment Digital Marketing Strategy One Time Entrepreneur Micro Application Social Media in the Village Mekar Jaya, District Sukmajaya, Depok City. East Asian Journal of Multidisciplinary Research, 2(1), 393. https://doi.org/10.55927/eajmr.v2i1.2744