ANALISIS STRATEGI PEMASARAN UMKM DI ERA REVOLUSI INDUSTRI 4.0



Farhan Fajar Ramadhan, Universitas muhammadiyah Ponorogo (2025) ANALISIS STRATEGI PEMASARAN UMKM DI ERA REVOLUSI INDUSTRI 4.0. 18251.

[thumbnail of HALAMAN DEPAN] Text (HALAMAN DEPAN)
HALAMAN DEPAN.pdf
Download (1MB)
[thumbnail of DESKRIPSI HKI] Text (DESKRIPSI HKI)
DESKRIPSI.pdf
Download (350kB)
[thumbnail of SERTIFIKAT HKI] Text (SERTIFIKAT HKI)
sertifikat_Analisis strategi pemasaran umkm di era revolusi industri 4.0.pdf
Download (3MB)
[thumbnail of HKI FULL TEXT] Text (HKI FULL TEXT)
LAPORAN FULL HKI.pdf
Download (2MB)
[thumbnail of LAMPIRAN DOKUMEN] Text (LAMPIRAN DOKUMEN)
LAMPIRAN.pdf
Download (379kB)
Official URL: https://eprints.umpo.ac.id/

Abstract

The Industrial Revolution 4.0 era demands that MSMEs adopt digital technology to maintain their competitiveness. This literature study aims to systematically examine the role of digital technology-based marketing strategies in enhancing MSME competitiveness. A synthesis of recent empirical studies reveals that the adoption of core technologies such as IoT, Big Data, and AI remains hampered by limited costs and digital literacy. On the other hand, technologies like e-commerce and social media are relatively easier to adopt, although they still face technical and logistical challenges. The results show that digital marketing strategies, particularly the use of social media and content marketing, consistently contribute to increased brand awareness, market expansion, and sales increases of up to 30-80%. However, their effectiveness is not uniform; paid advertising is considered less than optimal for micro-MSMEs, and there are sectoral disparities, with culinary MSMEs benefiting more than craft MSMEs. The conclusions of this study confirm that while digital marketing is a vital competitive lever, its success depends on the strategy's alignment with the resource capacity and specific characteristics of MSMEs.

Item Type: Patent
Uncontrolled Keywords: UMKM, Pemasaran Digital, Revolusi Industri 4.0, Daya Saing, E-commerce, media Sosial, Content Marketing, Adopsi Teknologi, Brand Awareness.
Subjects: L Education > L Education (General)
Divisions: Faculty of Economic > Department of Accounting
Depositing User: farhan fajar ramdhan
Date Deposited: 28 Oct 2025 06:02
Last Modified: 28 Oct 2025 06:02
URI: https://eprints.umpo.ac.id/id/eprint/18251

Actions (login required)

View Item View Item