This research was conducted to determine the extent to which digital marketing was adopted by Micro, Small & Medium Enterprises (MSMEs). In addition, it also analyzes the factors that influence the use of digital marketing channels in MSMEs. This study is qualitative research that explores individual perceptions. The data collection method used structured interviews. The object of this research is MSMEs in the city of Surabaya. Determination of the research sample using the purposive sampling technique. Digital marketing has a positive impact on the marketing activities of MSMEs. The perceived positive impact is in terms of flexibility and efficiency. With digital marketing, marketing activities can be done anywhere and without bringing products to be shown to consumers. This is very helpful for MSMEs in their marketing activities. Digital marketing can also reduce the costs incurred for marketing activities. However, digital marketing requires an internet connection, and respondents stated that the expenses incurred were for internet quotas or internet subscriptions.
Gender is one of the current issues and problems in North Kalimantan Province. Focuses on the role and function of women in society and government in their contribution to the regional economy. The role and function of women is measured by involvement in parliament, professional staff, income and expenditure of women on a per capita basis as well as gender balanced development towards economic growth in North Kalimantan Province. This research is a quantitative research with secondary data sourced from BPS North Kalimantan Province. The research sample uses 5 districts / cities in North Kalimantan Province, namely Kab. Malinau, Kab. Bulungan, Kab. Tana Tidung, Kab. Nunukan, Tarakan City. The research method uses the panel method with a period of 2018 to 2020, with a multiple regression model. The analytical tools used to calculate the research data were Eviews 10 and SPSS 25. The alpha value in the study was 5% or 0.05 and the result was that all independent variables in the study were able to influence the dependent variable.
Pemasaran produk merupakan salah satu permasalahan klasik yang dihadapi oleh para pemilik usaha, terutama yang termasuk dalam UMKM. Salah satu strategi yang dapat dilakukan pada masa pandemi ini adalah dengan mengikuti perkembangan teknologi. Salah satu bentuk promosi yang mengikuti adaptasi teknologi adalah dengan menggunakan promosi digital. Bentuk promosi digital telah banyak dilakukan oleh para pelaku UMKM, namun banyak pengusaha yang belum mengetahui tentang aplikasi apa saja yang bisa digunakan untuk melakukan pemasaran secara online.Kegiatan pengabdian masyarakat ini berupa sosialiasi mengenai strategi dan aplikasi apa saja yang dapat digunakan sebagai media pemasaran bagi pelaku UMKM Batik di wilayah Pakisaji, Kabupaten Malang. Pelatihan akan diberikan dalam dua langkah yang terdiri dari pemberian materi dan penjabaran contoh-contoh aplikasi yang dapat digunakan sebagai media pemasaran.
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