Current issue
News
From the Editors June 2022
Invitation
From the Editors September 2022
From the Editors November 2022
From the Editors January 2023
From the Editors March 2023
From the Editors September 2023
From the Editors December 2023
Archive
About the journal
About us
Focus and Scope
Editorial Team
Open Access Policy
Indexing and points
Contact
Subscription - print version of the journal
Business Model
Ethics statement
ORIGINAL ARTICLE
SEQUENTIAL EXPLANATORY APPROACH: DIGITAL MARKETING
IMPLEMENTATION ACCELERATION PROGRAMME THAT
SUPPORTS THE MARKETING PERFORMANCE OF MSME ACTORS
1
Faculty of Administrative Sciences, Dr Soetomo University, Surabaya, Indonesia, Indonesia
2
Faculty of Engineering, Dr Soetomo University, Surabaya, Indonesia, Indonesia
Submission date: 2023-03-19
Final revision date: 2023-07-29
Acceptance date: 2023-08-09
Publication date: 2023-12-30
Corresponding author
Andry Herawati
Faculty of Administrative Sciences, Dr Soetomo University, Surabaya, Indonesia, Indonesia
Faculty of Administrative Sciences, Dr Soetomo University, Surabaya, Indonesia, Indonesia
Economic and Regional Studies 2023;16(4):567-597
KEYWORDS
JEL CLASSIFICATION CODES
D47
M31
M37
Z33
TOPICS
ABSTRACT
Subject and purpose of work: The goal of this study is to create a strategy that will hasten the adoption of digital marketing for MSMEs. This study was focused on Association of Retired Workers & Families (Pertakina) SMEs Blitar Regency. Materials and methods: This study used mixed methods with a sequential explanatory design, which combined quantitative research methods in the first stage, followed by sequential qualitative research. Results: The results show that digital marketing has a significant effect on marketing performance. The barriers to implementing digital marketing are lack of qualified human resources, infrastructure needs, internet networks, and the ability to produce content. Additionally, the acceleration program was created based on the barriers in implementing digital marketing identified in this study to enhance the marketing effectiveness of MSME players. Conclusions: It is suggested for Pertakina to hold a training by competent trainer in the field of digital marketing technology to increase the SMEs actor’s ability.
PEER REVIEW INFORMATION
Article has been screened for originality
REFERENCES (30)
1.
Rio Alfrian, G., Pitaloka, E. (2020). Strategi Usaha Mikro, Kecil, dan Menengah (UMKM) Bertahan pada Kondisi Pandemik Covid 19 di Indonesia. Prosiding Seminar Nasional Terapan Riset Inovatif (SENTRINOVE), 6(2), 139–146. Retrieved from: https://proceeding.isas.or.id/....
2.
Andiana, B.D.L., Hurriati, L., Fathurrahman, F. (2021). Adoption of Digital Marketing in Strengthening Micro, Small and Medium Enterprises in Mataram City during The Covid 19 Pandemic. Advances in Social Science, Education and Humaities Research, 556, 554–557. https://doi.org/10.2991/assehr....
3.
Anjaningrum, W.D., Sidi, A.P. (2018). Determinan Keunggulan Kompetitif dan Kinerja Industri Kreatif. Jurnal Ekonomi Modernisasi, 14(1), 40–56. https://doi.org/10.21067/jem.v....
4.
Chaffey, D., Mayer R., Ellis-Chadwick, F. Johnston, K. (2009). Internet Marketing: Strategy, Implementation, and Practice. Prentice Hall.
5.
Didiharyono, D., Ferdian, A., Patahiruddin, P., Qur’ani, B. (2022). Pemberdayaan dan Pengembangan UKM Masyarakat Pesisir Berbasis Platform Digital. To Maega: Jurnal Pengabdian Masyarakat, 5(3), 544-553. https://doi.org/10.35914/tomae....
6.
Ferdinand, A. (2000). Manajemen Pemasaran: suatu Pendekatan Strategis. Program MM Undip Semarang.
7.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang.
8.
Gunawan, G.G., Sulaeman, M. (2020). Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance in the Creative Industries in Tasikmalaya. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(3), 2543–2550. https://doi.org/10.33258/birci....
9.
Gusvi, F., Saputri, D. (2021). Akselerasi Adaptasi Revolusi Industri 4.0 Di Tengah Pandemi Covid-19, Sebagai Peluang Peningkatan Sektor Ekonomi Dan Bisnis Melalui Digitalisasi Strategi Bisnis. Jurnal Bonanza: Manajemen Dan Bisnis, 2(1), 1–13. https://doi.org/10.47896/mb.v2....
10.
Hasyim, Simarmata, J., Nasirwan (2022). Building marketing performance through digital marketing and database-based networking capability in Indonesian SMEs. International Journal of Data and Network Science, 6(4), 1125–1134. https://doi.org/10.5267/j.ijdn....
11.
Herawati, A., Listyawati, L. (2021). Membangun Keberlanjutan Bisnis Kuliner Pasca Pandemi Covid 19: Refleksi Kegiatan PPM Di Destinasi Wana Wisata Padusan Kecamatan Pacet Kabupaten Mojokerto. In: Sayyidatul Khoiridah, S.Si. et al. (Ed.), Persembahan Unitomo Untuk Negeri (pp. 35–52). Indonesia: Unitomo Press.Retrived from: http://repository.unitomo.ac.i....
12.
Herawati, A. (2022). Pemasaran Digital dan Pemasaran Tradsional. In: Adrie Charviandi, S.E. et al. (Ed.), Manajemen Pemasaran (Perspektif Perilaku Konsumen) (pp. 301–319). CV Media Sains Indonesia.
13.
Justy, T., Kumar, A., Kristoffersen, E., Gupta, S., Kamboj, S. (2021). Big Data and Firm Marketing Performance Finding Form Knowledge Based View. Technology Forecasting and Social Change, 171(4). https://doi.org/10.1016/j.tech....
14.
Kannan, P.K., Hongshuang, A.L. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/https://doi.or....
15.
Kawira, K. D., Mukulu, E., Odhiambo, R. (2019). Effect of Digital Marketing on the Performance of MSMES in Kenya. Journal of Marketing &Communication, 2(1), 1–23. https://stratfordjournals.org/....
16.
Kilgour, M., Sasser, S.L., Larke, R. (2015). The social media transformation process: curating content into strategy. Corporate Communications: An International Journal, 20(3), 326-343. https://doi.org/10.1108/CCIJ-0....
17.
Laksana, D., Dharmayanti, D. (2018). Pengaruh Digital Marketingterhadap Organizational Performance Denganintellectualcapital Dan Perceived Quality Sebagai Variabel Intervening Pada Industri Hotel Bintang Empat Di Jawa Timur. Jurnal Manajemen Pemasaran, 12(1), 10. https://doi.org/10.9744/pemasa....
19.
Mohamad, T.F., Debby, A. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. Jurnal Riset Manajemen & Bisnis Dewantara, 1(2), 61–76. https://doi.org/https://doi.or....
20.
Naimah, R. J., Wardhana, M. W., Haryanto, R., Pebrianto, A. (2020). Penerapan Digital marketing Sebagai Strategi Pemasaran UMKM. Jurnal IMPACT: Implementation and Action, 2(2), 39–51. https://doi.org/10.31961/impac....
21.
Pujiati, L., Azzahra, N. A. (2022). Pelatihan Digital Marketing pada UMKM Desa Kertorejo Guna Memperluas Pemasaran Pasca Covid-19. SNEB: Seminar Nasional Ekonomi Dan Bisnis Dewantara, 4(1), 99-106. Retrieved from: https://ejournal.stiedewantara....
22.
Pulizzi, J. (2014). Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. Wydawca: McGraw-Hill Professional.
23.
Redjeki, F., Affandi, A. (2021). Utilization of Digital Marketing for MSME Players as Value Creation for Customers during the COVID-19 Pandemic. International Journal of Science and Society, 3(1), 40–55. https://doi.org/10.54783/ijsoc....
24.
Sarwani, Herawati, A., Listyawati, L. (2022). Sosialisasi Pemasaran Online Dan Motivasi Pelaku Usaha Mikro Di Sentra Wisata Kuliner PenjaringanSari Surabaya. In: Book Chapter Abdimas Ekonomi, Ilmu Administrasi, Ilmu Komunikasi, dan Hukum (pp. 41–56). Unitomo Press.
25.
Sofyan, S. (2017). Peran UMKM (Usaha Mikro, Kecil dan Menengah) dalam Perekonomian Indonesia. Jurnal Bilancia, 11(1), 33–59. https://jurnal.iainpalu.ac.id/....
26.
Varmaat, S. C. (2007). Discovering Computers: Menjelajah Dunia Komputer Fundamental Edisi 3. Salemba Infotek.
27.
Widiastuti, C. T., Azzahra, F., Prasetyani, E. T., Fatkhur, D. F. I. (2021). Strategi Digital Marketing Untuk Peningkatan Penjualan Jajan Tradisional UMKM Di Kelurahan Mlatibaru Semarang. Jurnal Riptek, 15(1), 64–69. https://riptek.semarangkota.go.... https://doi.org/10.35475/ripte....
28.
Yasa, N. N. K., Ketut Giantari, I. G. A., Setini, M., Rahmayanti, P. L. D. (2020). The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10(12), 2845–2848. https://doi.org/10.5267/j.msl.....
29.
Yusuf, R., Hendawati, H., Adi Wibowo, L. (2020). Pengaruh Konten Pemasaran Shoppe Terhadap Pembelian Pelanggan. Jurnal Manajemen Pendidikan Dan IImu Sosial, 1(2), 506–515. https://doi.org/10.38035/JMPIS.
30.
Yusup, D. K., Badriyah, M., Suyandi, D., Asih, V. S. (2020). Digital Library UINSunan Gunung Djati, 1(1), 1–10. Retrived from: Http://Digilib.Uinsgd.Ac.Id.
| eISSN: | 2451-182X |
| ISSN: | 2083-3725 |
Digitalization of Economic and Regional Studies/ Studia Ekonomiczne i Regionalne – task financed under the agreement No. 819/P-DUN/2018 by the Minister of Science and Higher Education allocated to the activities of disseminating science.
© 2006-2024 Journal hosting platform by Bentus
We process personal data collected when visiting the website. The function of obtaining information about users and their behavior is carried out by voluntarily entered information in forms and saving cookies in end devices. Data, including cookies, are used to provide services, improve the user experience and to analyze the traffic in accordance with the Privacy policy. Data are also collected and processed by Google Analytics tool (more).
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
