Transformasi UMKM melalui Digital Marketing: Studi Kasus Peningkatan Penjualan di NTB Mall

Baiq Fera Susmita Putri, Fathin Hamami, Reinelda Yunarni, Dedy Iswanto

Abstract


This study aims to analyze the transformation of MSMEs through digital marketing strategies with a focus on increasing sales at NTB Mall. The research method used is qualitative with an integrative review approach. Data were obtained from relevant scientific literature indexed in databases such as Scopus, DOAJ, and Google Scholar, covering the publication period from 2014 to 2024. The results show that digital transformation through the utilization of social media, interactive marketing, and business process digitalization significantly enhances brand visibility, customer loyalty, and operational efficiency for MSMEs. Trust, consumer engagement, and the quality of visual content play crucial roles in driving purchasing decisions. Government support through digital literacy training and infrastructure strengthening has become a key factor in promoting the adoption of digital technology by MSMEs. However, challenges such as limited resources and low digital literacy remain significant obstacles. These findings provide substantial contributions to understanding the implementation of digital marketing for MSMEs and serve as a basis for further research on developing strategies based on personalization technology and data analytics.

Penelitian ini bertujuan untuk menganalisis transformasi UMKM melalui strategi pemasaran digital dengan fokus pada peningkatan penjualan di NTB Mall. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan tinjauan integratif. Data diperoleh dari literatur ilmiah yang relevan dan terindeks dalam database seperti Scopus, DOAJ, dan Google Scholar, dengan periode publikasi 2015 hingga 2024. Hasil penelitian menunjukkan bahwa transformasi digital melalui pemanfaatan media sosial, pemasaran interaktif, dan digitalisasi proses bisnis secara signifikan meningkatkan visibilitas merek, loyalitas pelanggan, serta efisiensi operasional UMKM. Kepercayaan, keterlibatan konsumen, dan kualitas konten visual memainkan peran penting dalam mendorong keputusan pembelian. Dukungan pemerintah melalui pelatihan literasi digital dan penguatan infrastruktur menjadi faktor utama dalam mendorong adopsi teknologi digital oleh UMKM. Namun, tantangan seperti keterbatasan sumber daya dan rendahnya literasi digital tetap menjadi hambatan yang signifikan. Temuan ini memberikan kontribusi signifikan dalam memahami implementasi pemasaran digital untuk UMKM dan menjadi dasar untuk penelitian lebih lanjut terkait pengembangan strategi berbasis teknologi personalisasi dan analitik data.


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