PENDEKATAN EKONOMI DIGITAL YANG INKLUSIF: ANALISIS PERAN STRATEGI PEMASARAN BERBASIS E-COMMERCE TERHADAP PERTUMBUHAN USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) YANG BERORIENTASI PADA EKONOMI LOKAL (STUDI DI SURABAYA, SIDOARJO, GRESIK)
DOI:
https://doi.org/10.25139/dev.v9i2.11076Keywords:
e-commerce, strategi pemasaran digital, UMKM, ekonomi inklusif, kearifan lokal.Abstract
Penelitian ini mengkaji penerapan strategi pemasaran berbasis e-commerce pada UMKM di Surabaya, Sidoarjo, dan Gresik serta perannya dalam mendorong pertumbuhan usaha dan menguatkan ekonomi lokal. Dengan menggunakan metode deskriptif kualitatif melalui studi kasus pada tiga UMKM di sektor kuliner, data diperoleh dari wawancara mendalam, observasi, dan dokumentasi. Temuan penelitian menunjukkan bahwa pemanfaatan media sosial, marketplace, WhatsApp Business, serta kolaborasi komunitas mampu secara signifikan memperluas pasar, meningkatkan penjualan, dan memperkokoh identitas merek lokal. Dampak positif yang terlihat meliputi terbukanya lapangan kerja, pemberdayaan perempuan, penguatan rantai pasok lokal, dan lahirnya wirausaha baru. Meski demikian, masih terdapat kendala terkait literasi digital, keterbatasan modal, infrastruktur logistik, dan standarisasi mutu. Studi ini menekankan pentingnya strategi digital yang inklusif, adaptif, dan berpijak pada kearifan lokal guna mempercepat transformasi UMKM menuju ekosistem ekonomi digital yang berkelanjutan.
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