Fransisca, Maria (2024) Pemberdayaan Usaha Mikro Kecil Menengah (UMKM) Melalui Digital Marketing (Studi Di Dinas Koperasi Perindustrian Dan Perdagangan Kota Malang). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka Malang.

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Abstract

Micro, Small and Medium Enterprises are a type of business that plays an important role in increasing a country's GDP (gross domestic income). The role of MSMEs is very important for the development of the Indonesian economy, which amounts to 99% of all business units. The contribution of MSMEs to GDP also reached 60.5% and the labor absorption rate was 96.9% of the country's total labor absorption rate. However, the problem is the poor quality of human resources, low access to technology, minimal training and training from related parties, lack of infrastructure and traditional management, especially online marketing, Therefore, the problems in this research are 1. How to Empower Micro, Small and Medium Enterprises (MSMEs) through Digital Marketing? and 2. What are the supporting and inhibiting factors for empowering MSMEs through digital marketing? The aim of this research is to describe and analyze the empowerment of MSMEs through digital marketing, and analyze the supporting and inhibiting factors for empowering MSMEs through digital marketing. This research is descriptive in nature using a qualitative approach. Data sources consist of primary data and secondary data which are then collected through observation, interviews and documentation. Data analysis activities use the Miles and Huberman interactive model The research results show that the Department of Industry and Trade Cooperatives plays a role in developing MSMEs through Digital Marketing by; a. Digital marketing socialization, in the form of creating a website such as the Facebook App, Instagram App, and several applications or social media that can be used by MSMEs to promote and sell products; b. Digital marketing training involving consultants accompanied by practice in a computer lab which helps MSMEs to be able to utilize digital tools to market their products; c. Improving the quality of MSME products; d. Assistance for MSMEs to be able to use digital marketing and assist in various aspects of business activities, such as marketing, finance and product development.

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