Analisis Digitalisasi dan Kinerja Usaha Mikro Kecil Menengah

Authors

  • Rofi Agustin Accounting Department, Wijaya Kusuma University of Purwokerto
  • Isnaeni Rokhayati
  • Siti Muntahanah
  • Minadi Wijaya
  • Ginanjar Adi Nugraha

Keywords:

Digital marketing, Kinerja UMKM, Digitalisasi,

Abstract

The rapid development of digitalization has become a stimulus for MSMEs to further improve their business performance. This research focuses on the use of digital marketing in an effort to stimulate economic activity in Micro, Small and Medium Enterprises (MSMEs) in its implementation. The purpose of this study is to find out the application of digital marketing by MSMEs in the era of the industrial revolution 4.0 and how digital marketing can affect the performance of MSMEs in the industrial revolution era so that the results of the research are expected to be able to provide benefits both theoretically and practically. The method used in this research is qualitative data analysis. The data we use in this study is primary data taken from 160 MSMEs. The results of the study show that digital marketing plays an important role in the performance of MSMEs, MSMEs in the four cities that have implemented digital marketing in their business will be comparable to the increasing performance of MSMEs. So that MSMEs that have not implemented digital marketing need to immediately implement it in their business.

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Published

2023-04-15

Issue

Vol. 2 (2023): Prosiding Seminar Nasional LPPM UMMAT

Section

Articles

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