Analisis Kesiapan Digital UMKM Trenggalek: Perspektif dari Strategi Digital Marketing
https://doi.org/10.58466/aicoms.v3i2.1747
Kata Kunci:
transformasi digital; digital marketing; UMKMAbstrak
Penelitian ini bertujuan untuk menganalisis kesiapan transformasi digital Usaha Mikro, Kecil, dan Menengah (UMKM) di Trenggalek dalam mengadopsi strategi digital marketing. Pendekatan kuantitatif digunakan dengan data yang diperoleh melalui kuisioner yang disebarkan kepada 44 responden. Adapun indikator yang dianalisis meliputi pengalaman, kepuasan, interaktivitas, dan pengetahuan, serta faktor pendukung dan penghambat dalam proses transformasi digital. Hasil penelitian menunjukkan bahwa UMKM di Trenggalek memiliki tingkat kesiapan yang cukup tinggi untuk mengadopsi strategi digital marketing. Responden memberikan penilaian positif terhadap pengalaman interaksi digital dan kemampuan mereka dalam memahami strategi pemasaran digital. Namun, tantangan utama yang dihadapi meliputi keterbatasan infrastruktur teknologi, akses pendanaan, dan keterampilan teknis. Penelitian ini memberikan wawasan strategis untuk mendorong adopsi transformasi digital di kalangan UMKM melalui penguatan ekosistem digital, peningkatan keterampilan sumber daya manusia, dan penyediaan dukungan teknologi yang lebih luas.
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