KAPABILITAS PEMASARAN DIGITAL UMKM PASAR PRINGSEWU: EKSPLORASI PRAKTIK, TANTANGAN, DAN KEBUTUHAN PEMASARAN
Keywords:
kapabilitas pemasaran digital, UMKM, pemasaran digital, pasar tradisional, perilaku konsumenAbstract
Penelitian ini bertujuan mengeksplorasi praktik pemasaran digital, tantangan yang dihadapi, dan kebutuhan penguatan kapabilitas pemasaran digital pada UMKM Pasar Pringsewu. Penelitian menggunakan pendekatan kualitatif eksploratif dengan melibatkan 20 pemilik atau pengelola UMKM. Data dikumpulkan melalui wawancara semi-terstruktur, observasi, dan dokumentasi, kemudian dianalisis menggunakan analisis tematik. Hasil penelitian menunjukkan bahwa media digital telah digunakan untuk komunikasi, promosi, penyampaian informasi produk, dan penerimaan pesanan, dengan WhatsApp sebagai kanal yang paling dominan. Namun, pengelolaan konten, pemanfaatan fitur digital, evaluasi pemasaran, dan konsistensi aktivitas masih menghadapi keterbatasan keterampilan, waktu, dan perangkat. Informan terutama membutuhkan penguatan kemampuan dalam pembuatan konten, strategi promosi, pengelolaan WhatsApp Business, branding, dan pendampingan praktis. Digitalisasi juga membentuk pola pemasaran hibrida yang mengintegrasikan kanal digital dengan kios fisik dan hubungan pelanggan. Temuan ini menunjukkan bahwa kapabilitas pemasaran digital UMKM berkembang secara bertahap melalui integrasi teknologi, pembelajaran, informasi pasar, dan praktik pemasaran konvensional.
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