Rizal, Muhammad Abu and Faisal, Muhammad (2025) DIGITALISASI PEMASARAN DALAM UPAYA PENINGKATAN PENJUALAN PRODUK UMKM DI KABUPATEN SUMBAWA PROVINSI NUSA TENGGARA BARAT. Other thesis, IPDN.
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Abstract
ABSTRACT Problem/Background (GAP): The Sumbawa Regency Government continues to strive to encourage the growth of MSMEs through various training programs, capital assistance, and opening market access. However, challenges such as limited capital, access to technology, and marketing are still obstacles that need to be overcome collaboratively. Objective: This study aims to describe the application of digitalization in the marketing of Micro, Small, and Medium Enterprises (MSMEs) products in Sumbawa Regency, as well as identify obstacles, and local government efforts in increasing the use of digital marketing. Methods: This study uses a descriptive qualitative approach that aims to provide a comprehensive overview of the process of implementing marketing digitalization. Data collection techniques through interviews, observations and documentation of informants consisting of key informants such as the Head of DISKOPERINDAG, Head of Cooperatives and SMEs, Head of DISKOPERINDAG, Umasima Village Head, MSME actors, and MSME consumers. Data analysis with the Miles and Huberman analysis model. Results/Findings: based on the results of the analysis conducted, the implementation of marketing digitalization has begun to be implemented through social media and e-commerce platforms. However, there are still many MSMEs in Sumbawa Regency who have not registered their products on the NTB Mall Website and the Sumbawa Regency souvenir website. In addition, the participation of MSMEs in Sumbawa Regency is still not optimal to partner with NTB Mall. Conclusion: Marketing digitalization has begun to be implemented by MSMEs in Sumbawa Regency through social media and e-commerce. However, the participation of MSMEs is still low in utilizing official platforms such as NTB Mall and the Sumbawa Regency Souvenir Website. Many business actors have not registered their products, and the partnership with NTB Mall is also not optimal. This is due to a lack of information, access to technology, lack of capital and human resources who are less competent in the field of technology. digitalization efforts are focused on digital marketing training in collaboration with various parties such as PT Amman Mineral, BPSDMP Kominfo Surabaya, and PT Jamkrindo Keywords: Digitalization, Micro, small and medium enterprises, Digital marketing . ABSTRAK Permasalahan/Latar Belakang (GAP): Pemerintah Kabupaten Sumbawa terus berupaya mendorong pertumbuhan UMKM melalui berbagai program pelatihan, bantuan permodalan, dan pembukaan akses pasar. Namun, tantangan seperti keterbatasan modal, akses teknologi, dan pemasaran masih menjadi kendala yang perlu diatasi secara kolaboratif. Tujuan: Penelitian ini bertujuan untuk mendeskripsikan penerapan digitalisasi dalam pemasaran produk Usaha Mikro, Kecil, dan Menengah (UMKM) di Kabupaten Sumbawa, serta mengidentifikasi penghambat, dan upaya pemerintah daerah dalam meningkatkan pemanfaatan pemasaran digital. Metode: Penelitian ini menggunakan pendekatan kualitatif deskriptif yang bertujuan untuk memberikan gambaran secara komprehensif terhadap proses penerapan digitalisasi pemasaran. Teknik pengumpulan data melalui wawancara, observasi dan dokumentasi terhadap informan yang terdiri informan kunci seperti Kepala DISKOPERINDAG, Kepala Bidang Koperasi dan UKM, Kepala Bidang DISKOPERINDAG, Lurah Umasima, pelaku UMKM, dan konsumen UMKM. Analisis data dengan model analisis Miles dan Huberman. Hasil/Temuan: berdasarkan hasil analisis yang dilakukan, implementasi digitalisasi pemasaran sudah mulai diterapkan melalui media sosial dan platform e-commerce. Namun, UMKM di Kabupaten Sumbawa masih banyak yang belum mendaftarkan produknya di Website NTB Mall dan website oleh-oleh Kabupaten Sumbawa. Selain itu masih belum optimalnya partisipasi UMKM di Kabupaten Sumbawa untuk bermitra dengan NTB Mall. Kesimpulan: Digitalisasi pemasaran mulai diterapkan UMKM di Kabupaten Sumbawa melalui media sosial dan e-commerce. Namun, partisipasi UMKM masih rendah dalam memanfaatkan platform resmi seperti NTB Mall dan Website Oleh-Oleh Kabupaten Sumbawa. Banyak pelaku usaha belum mendaftarkan produknya, dan kemitraan dengan NTB Mall juga belum optimal. Hal ini disebabkan oleh kurangnya informasi, akses teknologi, kurangnya modal dan sdm yang kurang berkompeten dalam bidang teknologi. upaya digitalisasi difokuskan pada,pelatihan digital marketing yang bekerja sama dengan berbagai pihak seperti PT Amman Mineral, BPSDMP Kominfo Surabaya, dan PT Jamkrindo Kata kunci: Digitalisasi, Usaha mikro kecil dan menengah, Pemasaran digital
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HG Finance |
| Divisions: | Faculty of Politics and Government > Community Economic and Rural Development |
| Depositing User: | Pembangunan Ekonomi dan Pemberdayaan Masyarakat FPP |
| Date Deposited: | 04 Jun 2025 03:00 |
| Last Modified: | 04 Jun 2025 03:00 |
| URI: | http://eprints.ipdn.ac.id/id/eprint/24028 |
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