ANALISIS DIGITAL MARKETING TERHADAP PENGEMBANGAN DAYA SAING UMKM KULINER
DOI:
https://doi.org/10.33143/jecs.v10i2.4580Abstrak
Abstrak: Digital marketing memiliki peran yang signifikan dalam meningkatkan daya saing UMKM kuliner di Banda Aceh. Digital marketing menjadi instrumen penting dalam strategi pemasaran, meskipun banyak pelaku UMKM yang masih kurang memahami penggunaannya dengan efektif. Penelitian ini bertujuan untuk menganalisis pengaruh media sosial, website, dan e-commerce terhadap daya saing UMKM kuliner di Banda Aceh. Metode yang digunakan adalah kuantitatif dengan pendekatan survei, di mana data dikumpulkan melalui kuesioner dari 30 pelaku UMKM yang telah memanfaatkan digital marketing. Analisis data dilakukan dengan regresi linier berganda untuk mengidentifikasi pengaruh signifikan dari variabel independen (media sosial, website, dan e-commerce) terhadap variabel dependen (daya saing UMKM). Hasil penelitian menunjukkan bahwa media sosial dan e-commerce memberikan pengaruh positif dan signifikan terhadap daya saing UMKM kuliner, sementara website menunjukkan pengaruh negatif. Media sosial terbukti memiliki pengaruh paling dominan, diikuti oleh e-commerce. Hal ini pula menunjukkan bahwa UMKM Kuliner lebih optimal menggunakan media social dan e-commerce dikarenakan adanya interaksi yang baik dengan pelanggan. Tidak semua digital marketing harus digunakan untuk pemasaran namun berfokus terhadap yang memberikan dampak luas.
Kata Kunci: Digital Marketing, Daya Saing, UMKM, Media Sosial, Website, E- Commerce
Abstract: Digital marketing has a significant role in increasing the competitiveness of culinary MSMEs in Banda Aceh. Digital marketing has become an important instrument in marketing strategies, even though many MSMEs still do not understand how to use it effectively. This research aims to analyze the influence of social media, websites, and e-commerce on the competitiveness of culinary MSMEs in Banda Aceh. The method used is quantitative with a survey approach, where data is collected through questionnaires from 30 MSME players who have utilized digital marketing. Data analysis was carried out using multiple linear regression to identify the significant influence of the independent variables (social media, website, and e-commerce) on the dependent variable (MSME competitiveness). The research results show that social media and e-commerce have a positive and significant influence on the competitiveness of culinary MSMEs, while websites show a negative impact. Social media is proven to have the most dominant influence, followed by e-commerce. This also indicates that Culinary MSMEs use social media and e-commerce more optimally due to good customer interaction. Not all digital marketing must be used for marketing, but focus on those that have a broad impact.
Keywords: Digital Marketing, Competitiveness, UMKM, Social Media, Website, E-Commerce
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