Analisis Strategi Marketing UMKM di Era Digital (Studi Kasus di Kota Medan)

Authors

  • Suhairi Suhairi Universitas Islam Negeri Sumatera Utara, Indonesia
  • Elfran Dinata Sitepu Universitas Islam Negeri Sumatera Utara, Indonesia
  • Dinda Pratiwi Tarigan Universitas Islam Negeri Sumatera Utara, Indonesia
  • Siti Annisa Putri Universitas Islam Negeri Sumatera Utara, Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.12732

Keywords:

Strategi Pemasaran, UMKM, Kota Medan

Abstract

Artikel ini membahas terkait dengan strategi marketing UMKM di masa digital saat ini, Dengan kemajuan teknologi dan meningkatnya persaingan dalam bisnis, UMKM memerlukan rencana pemasaran yang kuat dan jelas agar berhasil. Tujuan dari penelitian ini adalah untuk mengungkap bagaimana strategi pemasaran yang diterapkan agar usaha kecil dan menengah dapat bersaing di era digital. Peneliti menggunakan metode kualitatif dalam penelitian ini, dengan melakukan wawancara terstruktur kepada pemilik usaha kecil atau eksekutif, dengan jumlah sampel sebanyak 30 responden. Hasil penelitian ini menunjukkan bahwa industri perhotelan, fesyen, dan perjalanan menerapkan strategi nilai tambah dan diferensiasi untuk produk dan layanan mereka, serta pendekatan harga yang kompetitif. Namun, dalam industri perdagangan, Anda lebih cenderung menggunakan strategi penetapan harga untuk bersaing di pasar dan memilih ceruk pasar untuk mengembangkan target pasar Anda.

References

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Published

12-01-2024

How to Cite

Suhairi, S., Sitepu, E. D., Tarigan, D. P., & Putri, S. A. (2024). Analisis Strategi Marketing UMKM di Era Digital (Studi Kasus di Kota Medan). Jurnal Pendidikan Tambusai, 8(1), 2244–2248. https://doi.org/10.31004/jptam.v8i1.12732

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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