ANALYSIS OF THE ROLE OF MARKETING DIGITALIZATION ON EASE OF DIGITAL TRANSACTIONS (CASE STUDY OF KAF'S DORAYAKI MSMES)
Keywords:
Marketing Digitalization, Ease, Digital Transactions, MSMEsAbstract
The results of this study show that in the implementation of digital marketing for UMKM Kaf's Dorayaki, the strategy of utilizing marketing platforms such as Instagram, Shopee, GrabFood and GoFood has proven a crucial role in expanding the market and facilitating transactions. Even though MSME owners are aware of the benefits and potential of digitalization, there are challenges such as optimizing platform features that have not been fully realized. In addition, the role of marketing digitalization in product information dissemination, service improvement, and market research also has a positive impact on customer awareness and positive brand perception. However, aspects such as clear presentation of information and a professional visual appearance still need to be improved. Convenience constructs such as "easy to learn", "controllable", "clear and understandable", "flexible", "easy to become skillful", and "easy to use" in the context of using Instagram as an effective marketing tool have helped in achieve business goals more efficiently.
References
Agustinah, F., & Widayati. 2019. PEMANFAATAN MEDIA SOSIAL SEBAGAI SARANA PROMOSI MAKANAN RINGAN KRIPIK SINGKONG DI KABUPATEN SAMPANG. Jurnal Dialektika Vol. 4 , 1-20.
Arikunto, S. 2002. Prosedure Penelitian Suatu Pendekatan Praktek. Jakarta: PT. Rineka Cipta.
Atmaja, N. P., Wardana, I. M., Giantari, I. G., & Setiawan, P. Y. 2023. Utilitarian Online Shopping Convenience: Suatu Konsep Kenyamanan Dalam Berbelanja Online. Bandung, Jawa Barat: CV Media Sains Indonesia.
Augustinah, F., Andika, I., Syamsudin, & dkk. 2023. E-Commerce dan Internet Of Things (IOT). Bandung, Jawa Barat: CV Media Sains Indonesia.
Chatterjee, S., & Kar, K. A. 2020. Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management Vol 53.
Cindi, B. P. 2021. Analisis Jalur Technology Acceptance Model (TAM) dalam Mendukung Bisnis Online dengan Memanfaatkan Jejaring Sosial Instagram (Studi Kasus Pada MAhasiswa Universitas Islam MAlang yang Memiliki Online Shop Pada Instagram).
Davis, F. D. 1989. Perceived Usefulness, perceived ease of use and user acceptance of infomation technology. Management information systems research center.
Hapzi, A., & Inayatullah, F. 2023. Model Sikap Penggunaan dan Minat Beli: Analisis Persepsi Kemudahan, Persepsi Kemanfaatan dan Kepercayaan (Studi Kasus Fitur Instagram Shop dan Media Sosial Instagram). Jurnal Siber Multi Disiplin (JSMD), 18-29.
Hardani, & Dkk. 2020. Metode Penelitian Kualitatif dan Kuantitatif. Yogyakarta: CV. Pustaka Ilmu.
Hartanto, Y. H. 2022. ANALISIS PENGARUH PENGGUNAAN MEDIA TERHADAP KINERJA USAHAMIKRO, KECIL, DAN MENENGAH (UMKM) . Jurnal Ilmuah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 323-334.
Indrasari, M. 2019. Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press.
Jogiyanto. 2007. Sistem informasi keperilakuan. yogyakarta: Andi.
Kotler, Keller. 2009. Manajemen Pemasaran. Penerbit Erlangga. Jakarta
Nanda, A. N., Selvi, O., & Vicky, F. S. 2022. Pengaruh Digitalisasi Pemasaran (Pemasaran Online) Terhadap Peningkatan Pendapatan UMKM Pada Perspektif Ekonomi Syariah di Kota Bandar Lampung. E- Journal Al Dzahab Vol.3 No.1, 1-9.
Nazarudin, H., & Pela, Y. 2017. PENGARUH KEMUDAHAN DAN KUALITAS INFORMASI TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI SITUS D'BC NETWORK ORIFLINE (Studi pada masyarakat fatufeto kota Kupang). Jurnal Bisnis dan Manajemen Vol 2 no 2, 112-134.
Nufian S Febriani, W. W. 2019. Perilaku Konsumen Di Era Digital ( Beserta Studi Kasus). Malang: UB Press.
Nurhajati, N., Rachma, N., Deka, R.E. and Azwar, E., 2018. Inovasi disruptif: Tantangan dan peluang bagi UKM. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 1(2), pp.214-226.
Puspahati, N., Gunawan, J., & Sugihartanto, F. M. 2021. Pengaruh Persepsi Pelanggan dan Visual Complexity Pada Food Photography Terhadap Niat Pembelian di Masa Pandemi COVID-19 . Jurnal Sains dan Seni ITS Vol 10 No 1, 2337-3520.
Rachmadi, T. 2020. The Power of Digital Marketing. Bandar Lampung: TIGA Ebook.
Salim, & Syahrum. 2012. Metodologi penelitian Kualitatif. Bandung: Citapustaka Media.
Sugiyono, P. D. 2013. Metode Penelitian Kuanttatif, Kualitatif, dan R&D. Bandung: ALFABETA, CV.
Triana, D. 2022. Strategi Marketing Di Era Teknologi Digital. Klaten, Jawa Tengah: Penerbit Lakeisha.
Wijoyo, H., & dkk. 2020. Digitalisasi UMKM. Sumatra Barat: Insan Cendekia Mandiri.
Yuniarti, T., Rizal, A. M., Bani, D. C., & Faujiyah, F. 2022. Digitalisasi Pemasaran dalam Upaya Peningkatan Penjualan Produk Usaha Mikro Kecil Menengah (UMKM) di Wilayah Jakarta Selatan. Jurnal Pustaka Mitra, 121-126
