Dampak Dampak Digital Marketing Terhadap Kinerja UMKM Di Kota Kupang Pada Masa Pandemi Covid-19
DOI:
https://doi.org/10.51903/e-bisnis.v17i1.1743Keywords:
Digital Marketing, MSMEs, East Nusa Tenggara, Covid pandemicAbstract
The Covid pandemic has had an impact on the declining performance of MSMEs in Kupang City. Various efforts have been made by the government to save MSMEs and one of them is use of digital marketing. This study aims to determine the impact of the use of digital marketing on the performance of SMEs in Kupang City and identify the obstacles faced by SMEs in the use of digital marketing. The results of this study indicate that using digital marketing in marketing products/services to MSMEs in Kupang City is able to have an impact on sales growth, increasing income, expanding market reach and increasing the number of customers. In addition, there are several obstacles faced by MSMEs in using digital marketing, namely lack of understanding of business via the internet, limited financing, unprepared labor, lack of availability of supporting facilities, unstable internet network, and distrust of business in internet
References
Buku
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Jurnal
[5] Argawan, B., Halim, B., Wijaya, J., Ekaputri, K., Aditia, K. C., Prasetya, N. R., & Yuliati, R. (2019). Pemanfaatan Digital Marketing Channel dalam Upaya Memperluas Pemasaran Produk Jahe Merah Instan Sarongge. Journal Pemberdayaan Masyarakat Indonesia, 1(1), 187-203.
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[7] Bastidas, R., & Acosta, N. (2019). Misallocation and manufacturing TFP in Ecuador: formal, semi-formal and informal firms. Journal of Economic Structures, 8(1), 16.
[8] Chong, S., & Pervan, G. (2007). “Factors influencing the extent of deployment of electronic commerce for small-and medium sized enterprises”. Journal of Electronic Commerce in Organizations (JECO), 5(1), 1-29.
[9] Eriksson, L., Hultman, J. and Naldi, L. (2008), “Small business e-commerce development in Sweden – an empirical survey”, Journal of Small Business and Enterprise Development, Vol. 15 No. 3, pp. 555-570.
[10] Hardilawati, W. laura. (2020). Strategi Bertahan UMKM di Tengah Pandemi Covid-19. Jurnal Akuntansi Dan Ekonomika, 10(1), 89–98. https://doi.org/10.37859/jae.v10i1.1934.
[11] Hendrawan, A. (2019). Pengaruh marketing digital terhadap kinerja penjualan produk umkm asti gauri di kecamatan bantarsari cilacaP. Jurnal Administrasi Dan Kesekretarisan, 4(1), 50-61.
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[13] Mokhtar, N. F. (2015). Internet Marketing Adoption by Small Business Enterprises in Malaysia. International Journal of Business and Social Science.
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[18] Purwana, D. Rahmi, Aditya, S. 2017. “Pemanfaatan Digital Marketing Bagi Usaha Mikro Kecil Menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit”. Jurnal Pemberdayaan Masyarakat Madani, Vol 1 No 1. Universitas Negeri Jakarta.
[19] Pradiani, T. (2017). Pengaruh Sistem Pemasaran Digital Marketing terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 11(2), 46-53.
[20] Shandra Ekaputri, Tri Sudarwanto, Novi Marlena. 2018.Pengaruh Lingkungan Industri, Perilaku Kewirausahaan, Dan Kemampuan Manajerial Terhadap Kinerja Perusahaan Pada Usaha Logam Skala Mikro. Jurnal Ekonomi. Vol 1. No. 4.
[21] Sidi, A. P., & Yogatama, A. N. (2019). Mediasi Intellectual Capital atas Pengaruh Digital Marketing Terhadap Kinerja Pemasaran. IQTISHODUNA, 15(2), 129–152. https://doi.org/10.18860/iq.v15i2.7592.
[22] Shideler, D., Badasyan, N. (2012). “Broadband impact on small business growth in Kentucky”, Journal of Small Business and Enterprise Development, Vol. 19 No.4, pp.589- 606.
[23] Susanti, E. (2020). Pelatihan Digital Marketing Dalam Upaya Pengembangan Usaha Berbasis Teknologi Pada Umkm Di Desa Sayang Kecamatan Jatinangor. Sawala: Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat, 1(2), 36-50.
[24] Susilawati, S., Falefi, R., & Purwoko, A. (2020). Impact of Covid-19’s Pandemic on the Economy of Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(2), 1147–1156. https://doi.org/10.33258/BIRCI.V3I2.954.G1284.
[25] Suwarni, E., Sedyastuti, K., & Mirza, A. H. (2019). Peluang dan Hambatan Pengembangan Usaha Mikro pada Era Ekonomi Digital. Ikra-Ith Ekonomika, 2(2), 29-34.
[26] Utomo M,N, Ariska I, Pratiwi S.R, Kaujan. 2020. Strategies for Maintaining SMEs Performance During Covid-19 Pandemic. International Journal of Social Science and Business. Volume 5, Number 1, Tahun 2021, pp. 34-43 P-ISSN: 2614-6533 E-ISSN: 2549-6409 Open Access: https://ejournal.undiksha.ac.id/index.php/IJSSB/index.
Website
[27] Amalo, P. “Inovasi akan jadi kunci umkm bertahan selama masa pandemi. Internet: https://mediaindonesia.com, May. 22, 2020 [ September. 10, 2021].
[28] Annur, M.C.”Facebook Platform Paling diminati pelaku usaha di Indonesia. Internet: https://databoks.katadata.co.id. Oct. 21,2021 [Dec. 14, 2021].
[29] Damar M. A. “Grab, Emtek, dan Bukalapak Mulai Program Percepatan Digitalisasi UMKM di Kupang”. Internet: https://www.liputan6.com, Oct. 14, 2021 [Nov. 12, 2021].
[30] Dwi Aditya Putra. “Jangan-remehkan-kontribusi-umkm-terhadap-pdb-capai-rp-8537-triliun.Internet: https://www.liputan6.com, April. 28, 2021 [ Oktober. 10, 2021].
[31] Hermansah. (2020). Simak strategi bertahan bagi UKM hadapi krisis akibat Covid-19. Alinea.Id. Retrieved from https://www.alinea.id.
[32] KEMKOP-UKM. (2020). Kemkop Dan UKM Identifikasi KUMKM Yang Terdampak Pandemi Covid-19. Retrieved from http://www.depkop.go.id.
[33] Lewokeda, A. “BI NTT gelar kelas daring gratis bantu UMKM hadapi pandemi. Internet: https://kupang.antaranews.com. July. 9, 2020 [Oktober. 15, 2021].
[34] Rahman, R. (2020). 37,000 SMEs hit by COVID-19 Crisis As Government Prepares aid - Business - The Jakarta Post. Retrieved May 26, 2020, from Article website: https://www.thejakartapost.com/ news/2020/04/16/37000-smes-hit-by-covid-19-crisis-as-government-prepares-aid.html.
[35] Rosa, V. “Hasil Riset: Pelaku UMKM Perempuan Meningkat Selama Pandemi. Internet: https://www.suara.com. Sept. 15, 2021 [Oct. 20, 2021].
[36] Totoh A. (2021). “Digitalisasi UMKM Pasca-Pandemi COVID-19”. Internet:https://kumparan.com. Agt. 15, 2021 [Dec. 20, 2021].
Peraturan Pemerintah
[37] Undang-Undang No. 20 Tahun 2008 tentang Usaha Mikro Kecil dan Menengah
Sumber Lain
[38] Badan Pusat Statistik Provinsi NTT Tahun 2021
[39] Laporan Perekonomian Provinsi NTT Tahun 2021
[1] Creswell, J. 2013, Research Design : Pendekatan Kualitatif, Kuantitatif, Dan Metode Campuran, Pustaka Pelajar, Yogyakarta, hal. 5
[2] Field, A. (2013). Discovering statistics using IBM SPSS statistics. sage.
[3] Hermawan, A. 2012. Komunikasi Pemasaran. Jakarta: Erlangga.
[4] Sugiyono. 2007. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Jurnal
[5] Argawan, B., Halim, B., Wijaya, J., Ekaputri, K., Aditia, K. C., Prasetya, N. R., & Yuliati, R. (2019). Pemanfaatan Digital Marketing Channel dalam Upaya Memperluas Pemasaran Produk Jahe Merah Instan Sarongge. Journal Pemberdayaan Masyarakat Indonesia, 1(1), 187-203.
[6] Barnes, S.J., dan Vidgen, R., 2002, An Integrative Approach to the Assessment ot e-commerce Quality, Journal of Electronic Commerce Research 3 (3), 114- 127.
[7] Bastidas, R., & Acosta, N. (2019). Misallocation and manufacturing TFP in Ecuador: formal, semi-formal and informal firms. Journal of Economic Structures, 8(1), 16.
[8] Chong, S., & Pervan, G. (2007). “Factors influencing the extent of deployment of electronic commerce for small-and medium sized enterprises”. Journal of Electronic Commerce in Organizations (JECO), 5(1), 1-29.
[9] Eriksson, L., Hultman, J. and Naldi, L. (2008), “Small business e-commerce development in Sweden – an empirical survey”, Journal of Small Business and Enterprise Development, Vol. 15 No. 3, pp. 555-570.
[10] Hardilawati, W. laura. (2020). Strategi Bertahan UMKM di Tengah Pandemi Covid-19. Jurnal Akuntansi Dan Ekonomika, 10(1), 89–98. https://doi.org/10.37859/jae.v10i1.1934.
[11] Hendrawan, A. (2019). Pengaruh marketing digital terhadap kinerja penjualan produk umkm asti gauri di kecamatan bantarsari cilacaP. Jurnal Administrasi Dan Kesekretarisan, 4(1), 50-61.
[12] Minuzu, M. 2010.“Pengaruh Faktor-Faktor Eksternal dan Internal Terhadap Kinerja Usaha Mikro Kecil (UMK) di Sulawesi Selatan”.Jurnal Manajemen dan Kewirausahaan Universitas Hasanuddin. (http://jurnal.fkip.uns.ac.id/index.php/s2ekonomi/article/view/6828).
[13] Mokhtar, N. F. (2015). Internet Marketing Adoption by Small Business Enterprises in Malaysia. International Journal of Business and Social Science.
[14] Mumtahana, H. A., Nita, S. & Tito, A. W., 2017. Pemanfaatan Web E-Commerce Untuk Meningkatkan Strategi Pemasaran. Jurnal Khazanah Informatika | Online Issn: 2477- 698x Vol. Iii No. 1 | Juni 2017.
[15] Nugrahayu, E. R, & Retnani, E. D. 2015. Penerapan Metode Balance Scorecard sebagai Tolak Ukur Pengukuran Kinerja Perusahaan. Jurnal Ilmu dan Riset Akuntansi 4(10), 1-16, 2015
[16] Nurpratama, M., & Anwar, S. (2020). Penerapan Digital Marketing Bagi Usaha Mikro, Kecil dan Menengah (UMKM) Di Kelurahan Karangmalang Kecamatan Indramayu Kabupaten Indramayu. Jurnal Investasi, 6(2), 87–102. https://investasi.unwir.ac.id/index.php/investasi/article/view/83.
[17] Pakpahan, A. K. (2020). COVID-19 dan Implikasi Bagi Usaha Mikro, Kecil, dan Menengah. Jurnal Ilmiah Hubungan Internasional: Edisi Khusus April 2020. https://doi.org/10.26593/jihi.v0i0.3870.59-64.
[18] Purwana, D. Rahmi, Aditya, S. 2017. “Pemanfaatan Digital Marketing Bagi Usaha Mikro Kecil Menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit”. Jurnal Pemberdayaan Masyarakat Madani, Vol 1 No 1. Universitas Negeri Jakarta.
[19] Pradiani, T. (2017). Pengaruh Sistem Pemasaran Digital Marketing terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 11(2), 46-53.
[20] Shandra Ekaputri, Tri Sudarwanto, Novi Marlena. 2018.Pengaruh Lingkungan Industri, Perilaku Kewirausahaan, Dan Kemampuan Manajerial Terhadap Kinerja Perusahaan Pada Usaha Logam Skala Mikro. Jurnal Ekonomi. Vol 1. No. 4.
[21] Sidi, A. P., & Yogatama, A. N. (2019). Mediasi Intellectual Capital atas Pengaruh Digital Marketing Terhadap Kinerja Pemasaran. IQTISHODUNA, 15(2), 129–152. https://doi.org/10.18860/iq.v15i2.7592.
[22] Shideler, D., Badasyan, N. (2012). “Broadband impact on small business growth in Kentucky”, Journal of Small Business and Enterprise Development, Vol. 19 No.4, pp.589- 606.
[23] Susanti, E. (2020). Pelatihan Digital Marketing Dalam Upaya Pengembangan Usaha Berbasis Teknologi Pada Umkm Di Desa Sayang Kecamatan Jatinangor. Sawala: Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat, 1(2), 36-50.
[24] Susilawati, S., Falefi, R., & Purwoko, A. (2020). Impact of Covid-19’s Pandemic on the Economy of Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(2), 1147–1156. https://doi.org/10.33258/BIRCI.V3I2.954.G1284.
[25] Suwarni, E., Sedyastuti, K., & Mirza, A. H. (2019). Peluang dan Hambatan Pengembangan Usaha Mikro pada Era Ekonomi Digital. Ikra-Ith Ekonomika, 2(2), 29-34.
[26] Utomo M,N, Ariska I, Pratiwi S.R, Kaujan. 2020. Strategies for Maintaining SMEs Performance During Covid-19 Pandemic. International Journal of Social Science and Business. Volume 5, Number 1, Tahun 2021, pp. 34-43 P-ISSN: 2614-6533 E-ISSN: 2549-6409 Open Access: https://ejournal.undiksha.ac.id/index.php/IJSSB/index.
Website
[27] Amalo, P. “Inovasi akan jadi kunci umkm bertahan selama masa pandemi. Internet: https://mediaindonesia.com, May. 22, 2020 [ September. 10, 2021].
[28] Annur, M.C.”Facebook Platform Paling diminati pelaku usaha di Indonesia. Internet: https://databoks.katadata.co.id. Oct. 21,2021 [Dec. 14, 2021].
[29] Damar M. A. “Grab, Emtek, dan Bukalapak Mulai Program Percepatan Digitalisasi UMKM di Kupang”. Internet: https://www.liputan6.com, Oct. 14, 2021 [Nov. 12, 2021].
[30] Dwi Aditya Putra. “Jangan-remehkan-kontribusi-umkm-terhadap-pdb-capai-rp-8537-triliun.Internet: https://www.liputan6.com, April. 28, 2021 [ Oktober. 10, 2021].
[31] Hermansah. (2020). Simak strategi bertahan bagi UKM hadapi krisis akibat Covid-19. Alinea.Id. Retrieved from https://www.alinea.id.
[32] KEMKOP-UKM. (2020). Kemkop Dan UKM Identifikasi KUMKM Yang Terdampak Pandemi Covid-19. Retrieved from http://www.depkop.go.id.
[33] Lewokeda, A. “BI NTT gelar kelas daring gratis bantu UMKM hadapi pandemi. Internet: https://kupang.antaranews.com. July. 9, 2020 [Oktober. 15, 2021].
[34] Rahman, R. (2020). 37,000 SMEs hit by COVID-19 Crisis As Government Prepares aid - Business - The Jakarta Post. Retrieved May 26, 2020, from Article website: https://www.thejakartapost.com/ news/2020/04/16/37000-smes-hit-by-covid-19-crisis-as-government-prepares-aid.html.
[35] Rosa, V. “Hasil Riset: Pelaku UMKM Perempuan Meningkat Selama Pandemi. Internet: https://www.suara.com. Sept. 15, 2021 [Oct. 20, 2021].
[36] Totoh A. (2021). “Digitalisasi UMKM Pasca-Pandemi COVID-19”. Internet:https://kumparan.com. Agt. 15, 2021 [Dec. 20, 2021].
Peraturan Pemerintah
[37] Undang-Undang No. 20 Tahun 2008 tentang Usaha Mikro Kecil dan Menengah
Sumber Lain
[38] Badan Pusat Statistik Provinsi NTT Tahun 2021
[39] Laporan Perekonomian Provinsi NTT Tahun 2021
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Published
2024-07-01
How to Cite
Yuan Valentino Elim, Mariano Nugraha, Zulkifly Umar, & Aprianus Ronny Modena. (2024). Dampak Dampak Digital Marketing Terhadap Kinerja UMKM Di Kota Kupang Pada Masa Pandemi Covid-19. E-BISNIS: JURNAL ILMIAH EKONOMI DAN BISNIS, 17(1), 97–110. https://doi.org/10.51903/e-bisnis.v17i1.1743
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