Arum Faizah Wulandari, 7311415201 (2023) PERAN E-COMERCE PADA KINERJA USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) BIDANG KULINER DI JAWA TENGAH. Under Graduates thesis, Universitas Negeri Semarang.

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Abstract

The large number of social users currently in Indonesia is an opportunity for Micro, Small and Medium Enterprises (MSMEs) to market their products or services which is called a digital marketing strategy and this has recently been implemented in Small and Medium Enterprises in Indonesia. MSMEs have an important role in development and economic growth. The role of MSMEs is not only felt in developing countries but also in developed countries. One strategy that can be carried out to develop MSMEs is through a marketing strategy using digital marketing methods. The purpose of this research is to find out the implementation of digital marketing for MSMEs in Indonesia, to find out digital marketing strategies for MSMEs in Indonesia, and to find out the role of digital marketing for MSMEs in Indonesia. The method used in this study is the method of literature study or literature review. The data used is secondary data derived from previous research that has been published in national and international journals. The results of the study show that digital marketing strategies for MSMEs in Indonesia can be carried out by using social media, registering business products on search services, collaborating with delivery services, creating interesting content, by utilizing Instagram ads (instagram ads) and tick-tock. easily accessed by MSMEs through social media. The challenges faced by MSMEs today are related to the low quality of human resources (HR), the role of support systems that are not optimal, and policies and regulations that are less effective. One of the keys for MSMEs to survive in the current era is to adapt to market changes, both changes in demand by innovating products according to the needs of society in the current new normal era.

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