Pemasaran Digital di Era Pandemi: Studi Pada UMKM di Kota Bandung
DOI:
https://doi.org/10.37385/msej.v4i3.1854Keywords:
Digital Marketing, Knowledge Creation, SMEsAbstract
Perkembangan teknologi dalam satu dekade terakhir telah menuntut pemilik bisnis untuk mulai mengadopsinya dalam lini usaha yang mereka jalankan. Penelitian ini bertujuan untuk mengeksplorasi penerapan digital marketing pada pelaku UKM di Kota Bandung, mengidentifikasi hambatan dalam penerapan digital marketing, serta menggali upaya yang dapat dilakukan untuk mengatasi hambatan tersebut. Pendekatan kualitatif dengan metode studi kasus dipilih untuk mengetahui beberapa hal tersebut. Penelitian ini dilakukan pada 5 UKM di Kecamatan Cibeunying, Kota Bandung, yang menjalankan bisnis konveksi reklame dan sablon. Pengumpulan data dilakukan dengan tiga metode, yaitu analisis deskriptif (menganalisis hasil penelitian yang dilakukan pada kasus secara umum), within case analysis (menganalisis semua temuan dalam setiap kasus), dan cross-case analysis (menganalisis dan membandingkan temuan antara kasus). Temuan penelitian ini menunjukkan jika keberhasilan bisnis mengacu kepada kemampuan pemilik dalam merespon perubahan yang terjadi. Hasil dari wawancara dengan kelima UKM di kecamatan cibeunying menunjukkan bahwa tidak semua UKM mampu dalam mengadopsi pemasaran digital. Hal ini dikarenakan kemampuan para pelaku usaha kecil dan menengah yang masih sangat terbatas. Kemudian, penelitian ini juga membuktikan jika sebagian besar UKM menggunakan media sosial dalam mempromosikan produk dan layanan mereka, serta memanfaatkannya dalam melakukan digital marketing.
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