OPTIMALISASI PERTUMBUHAN UMKM DI INDONESIA MELALUI PEMASARAN DIGITAL

RIZKI PRATAMA JOHANIS PARANSA

doi:10.21831/efisiensi.v21i2.77042

OPTIMALISASI PERTUMBUHAN UMKM DI INDONESIA MELALUI PEMASARAN DIGITAL

RIZKI PRATAMA JOHANIS PARANSA, Universitas Negeri Yogyakarta, Indonesia

10.21831/efisiensi.v21i2.77042

Abstract

Abstrak: Optimalisasi Pertumbuhan UMKM di Indonesia Melalui Pemasaran Digital.

Makalah ini menyelidiki peran pemasaran digital dalam mendukung UMKM di Indonesia, yang penting bagi perekonomian tetapi menghadapi tantangan pemasaran yang signifikan. Penelitian ini mengeksplorasi bagaimana pemasaran digital dapat meningkatkan visibilitas dan pertumbuhan UMKM. Metode Penelitian: Menggunakan tinjauan scoping berdasarkan kerangka kerja Arksey dan O'Malley, studi ini melibatkan lima langkah, dengan fokus pada penelitian dari ProQuest (2019-2024). Temuan: Tinjauan ini mengidentifikasi tujuh studi kunci yang menyoroti dampak media sosial pada pemasaran UMKM, termasuk efektivitas ulasan pengguna, branding, dan interaksi pelanggan. Kesimpulan: Pemasaran media sosial dapat mengurangi biaya, membangun kepercayaan, dan meningkatkan kinerja UMKM. Adaptasi yang berkelanjutan sangat penting untuk pertumbuhan yang berkelanjutan.

Kata kunci: Digital Marketing; SME; Sosial Media; UMKM;

Abstract: Optimizing the Growth of MSMEs in Indonesia Through Digital Marketing.

This paper investigates the role of digital marketing in supporting MSMEs in Indonesia, which are important to the economy but face significant marketing challenges. This research explores how digital marketing can improve the visibility and growth of MSMEs. Research Methods: Using a scoping review based on Arksey and O'Malley's framework, this study involved five steps, focusing on research from ProQuest (2019-2024). Findings: The review identified seven key studies that highlighted the impact of social media on MSME marketing, including the effectiveness of user reviews, branding, and customer interaction. Conclusion: Social media marketing can reduce costs, build trust, and improve MSME performance. Ongoing adaptation is essential for sustainable growth.

Keyword: Digital Marketing; MSMEs; Social Media;

Keywords

Digital Marketing; Sosial Media; UMKM; Digital Marketing; MSMEs;Social Media;

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DOI: https://doi.org/10.21831/efisiensi.v21i2.77042