DIGITAL MARKETING EMPOWERMENT FOR UMKM BUSINESS ACTORS IN TARUMAJAYA DISTRICT, BEKASI REGENCY
DOI:
https://doi.org/10.71282/jurmie.v2i12.1479Keywords:
Digital Marketing, Business Actor, MSMEs PerformanceAbstract
With the advancement of technology, digital marketing is an important strategy for the development of Micro, Small, and Medium Enterprises (MSMEs). However, in the Tarumajaya District, Bekasi Regency, many MSMEs still do not utilize the potential of digital marketing to increase competitiveness and product sales. Therefore, the purpose of this study is to provide digital marketing training for local MSMEs with an interactive approach so that participants can directly practice using digital platforms in managing their businesses. The method used in this study is descriptive qualitative and data collection through observation, interviews, and documentation. Despite challenges, such as the still many MSMEs who are not accustomed to using e-commerce platforms, especially those over 40 years old, the results of this study show a significant increase in the understanding and skills of MSMEs in digital marketing.
Downloads
References
Aslam, R., Rehman, S., & Nasir, A. (2023). Investigating the relationship between government support and SMEs’ sustainability through financial and green lenses. Journal of Business and Industrial Marketing, 11(January), 2379–2389. https://doi.org/10.1108/JBIM-05-2022-0191
Barney, J. (1991). Firm Reources ad Sustained Competitive Advantege. In Journal of Management (Vol. 17, Issue 1, pp. 99–120).
Beech, N., Devins, D., Gold, J., & Beech, S. (2020). In the family way: an exploration of family business resilience. International Journal of Organizational Analysis, 28(1), 160–182. https://doi.org/10.1108/IJOA-02-2019-1674
Chen, C. C., Hsiao, K. L., & Wu, S. J. (2018). Purchase intention in social commerce: An empirical examination of perceived value and social awareness. Library Hi Tech, 36(4), 583–604. https://doi.org/10.1108/LHT-01-2018-0007
Darwin, M. (2020). The Effect of Communication Strategy in Marketing 4.0 to Purchase Decision Through Brand Advocacy in Shopee E-Commerce. Http://Journal.Stiemb.Ac.Id/Index.Php/Mea/Article/View/482, 4(2), 375–396. http://journal.stiemb.ac.id/index.php/mea/article/view/482
Elvina. (2020). Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar terhadap Kinerja UMKM. Jshp, 4(1), 46–55.
Jalilvand, M. R., & Samiei. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5), 591–612. https://doi.org/10.1108/10662241211271563
Jati, H., Derosari, P. E., H.J.Fanggidae, A., & Makatita, R. F. (2021). the Importance of Financial Literacy and Technological Literacy for the Sustainability of the Culinary Business in Kota Kupang During the Covid -19 Pandemic. International Journal of Economics, Business and Management Research, 5(01), 15–41.
Mondal, S., Singh, S., & Gupta, H. (2024). Exploring the impact of green entrepreneurial orientation on sustainable performance: insights from CSR, policy and innovation. Management Decision, 62(12), 3946–3977. https://doi.org/10.1108/MD-10-2023-1816
Mulyana, M., & Wasitowati, W. (2021). The Improvement of Collaborative Networks to Increase Small and Medium Enterprises (SMEs) Performance. Serbian Journal of Management, 16(1), 213–229. https://doi.org/10.5937/sjm16-24369
Rahim, N. @. F., Bakri, M. H., Fianto, B. A., Zainal, N., & Hussein Al Shami, S. A. (2022). Measurement and structural modelling on factors of Islamic Fintech adoption among millennials in Malaysia. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2020-0279
Syahrul, A. R., Saputra, S. E., Mulyadi, H., & Furqon, C. (2024). Innovation Capability Strategy: How Does the Culinary Industry Deal with Business Sustainability Case Study on Culinary SMEs in Padang (Vol. 2). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-234-7_176
Tjahjadi, B., Soewarno, N., Hariyati, H., Nafidah, L. N., Kustiningsih, N., & Nadyaningrum, V. (2020). The role of green innovation between green market orientation and business performance: its implication for open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1–18. https://doi.org/10.3390/joitmc6040173
Tricahyadinata, I. (2017). Kapabilitas Inovasi Usaha Kecil Dan Menengah Di Indonesia. Akuntabel, 10(1), 1–18. https://doi.org/10.29264/jakt.v10i1.49.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Hendrik Ismail Syaleh, Siti Fazria Mamonto, Zainal Dwi Saputra, Hendri Sakoda, Maya Puspita Dewi, Kurniasih Mufidayati (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
