MONOARFA, ALFIYYAH FIRJATULLAH and DEWI, MUTIAR FITRI (2025) PENGEMBANGAN USAHA MIKRO KECIL DAN MENENGAH MELALUI PEMASARAN DIGITAL DI KOTA GORONTALO PROVINSI GORONTALO. Other thesis, institut pemerintahan dalam negeri.
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Abstract
ABSTRACT Problem Statement/Background (GAP): The development of Micro, Small, and Medium Enterprises (MSMEs) in Gorontalo City has increasingly relied on digital marketing as a strategic response to rapid technological advancement and shifts in consumer behavior. However, despite various initiatives introduced by the local government, the adoption and optimization of digital marketing among MSMEs remain uneven. Key challenges include low levels of digital literacy among MSME actors, limited access to adequate technological infrastructure, and insufficient funding to integrate advanced digital tools. These barriers hinder the full potential of digital transformation in supporting MSME growth and competitiveness. Purpose: This study aims to analyze the development of MSMEs through digital marketing in Gorontalo City, identify the main constraints faced by stakeholders, and evaluate the effectiveness of government initiatives designed to support digital transformation in the MSME sector. Method: A descriptive qualitative approach was employed, with data collected through interviews, field observations, and documentation. Key informants included representatives from the Gorontalo City Department of Communication, Information, and Encryption (Diskominfo), MSME actors, and community members who engage with MSME digital products. Result: The study found that the Gorontalo City government has implemented several strategic programs, including digital marketing training, the establishment of a local digital marketplace, and technical mentoring for MSME players. These efforts have shown positive impacts, particularly in expanding market reach and promoting innovation. Nevertheless, structural issues such as inadequate digital infrastructure, uneven digital competencies, and limited financial access persist and impede broader digital integration. Conclusion: While digital marketing initiatives have positively contributed to MSME development in Gorontalo City, sustained progress requires the creation of a more inclusive and supportive digital ecosystem. This can be achieved through continuous capacity building, targeted policy interventions, improved infrastructure, and strengthened cross-sector collaboration to ensure equitable access and sustainable digitalization across the MSME landscape. Keywords: MSMEs; Digital Marketing; Policy Implementation; Digital Ecosystem; Gorontalo City. ABSTRAK Permasalahan/Latar Belakang (GAP): Perkembangan teknologi informasi dan perubahan perilaku konsumen menuntut pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk beradaptasi melalui pemasaran digital. Di Kota Gorontalo, upaya pengembangan UMKM telah diarahkan ke ranah digital, namun masih terdapat berbagai hambatan seperti rendahnya literasi digital, keterbatasan infrastruktur teknologi, dan keterbatasan pendanaan untuk adopsi teknologi canggih. Permasalahan ini berdampak pada belum optimalnya pemanfaatan pemasaran digital oleh pelaku UMKM. Tujuan: Penelitian ini bertujuan untuk menganalisis pengembangan UMKM melalui strategi pemasaran digital di Kota Gorontalo serta mengidentifikasi faktor-faktor pendukung dan penghambat implementasinya. Metode: Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Informan terdiri dari Dinas Komunikasi, Informatika dan Persandian (Diskominfo), pelaku UMKM, serta masyarakat pengguna produk digital UMKM. Hasil/Temuan: Hasil penelitian menunjukkan bahwa Pemerintah Kota Gorontalo telah melaksanakan sejumlah program seperti pelatihan digital marketing, pengembangan marketplace lokal, dan pendampingan penggunaan teknologi. Meskipun demikian, kendala utama yang masih dihadapi meliputi rendahnya literasi digital, terbatasnya infrastruktur teknologi, dan kurangnya modal usaha untuk mengakses teknologi digital. Kesimpulan: Pengembangan UMKM melalui pemasaran digital di Kota Gorontalo menunjukkan dampak positif, namun diperlukan penguatan ekosistem digital yang inklusif melalui peningkatan kapasitas sumber daya manusia, kolaborasi lintas sektor, serta kebijakan pendukung digitalisasi UMKM secara berkelanjutan. Kata Kunci: UMKM; Pemasaran Digital; Kota Gorontalo; Pengembangan Usaha; Digitalisasi.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Politics and Government > Community Economic and Rural Development |
| Depositing User: | Pembangunan Ekonomi dan Pemberdayaan Masyarakat FPP |
| Date Deposited: | 28 May 2025 03:46 |
| Last Modified: | 28 May 2025 03:46 |
| URI: | http://eprints.ipdn.ac.id/id/eprint/23445 |
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