IMPLEMENTASI DIGITAL MARKETING TERHADAP EFEKTIVITAS PENJUALAN PADA UMKM GOLOK CIBATU SUKABUMI (STUDI KUALITATIF)

Andi Rifqah Nabila, . (2025) IMPLEMENTASI DIGITAL MARKETING TERHADAP EFEKTIVITAS PENJUALAN PADA UMKM GOLOK CIBATU SUKABUMI (STUDI KUALITATIF). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER_Rifqah.pdf Download (827kB)
	Text BAB 1_Rifqah.pdf Download (490kB)
	Text BAB 2_Rifqah.pdf Restricted to Registered users only Download (365kB) | Request a copy
	Text BAB 3_Rifqah.pdf Restricted to Registered users only Download (323kB) | Request a copy
	Text BAB 4_Rifqah.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 5_Rifqah.pdf Restricted to Registered users only Download (230kB) | Request a copy
	Text Daftar Pustaka_Rifqah.pdf Download (251kB)
	Text Lampiran_Rifqah.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini dilakukan untuk menganalisis proses implementasi digital marketing pada UMKM Golok Cibatu Sukabumi, mengidentifikasi peluang dan tantangan yang dihadapi pelaku usaha serta untuk melihat dampak digital marketing terhadap efektivitas penjualan. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan jenis field research. Pengumpulan data dilakukan dengan metode observasi, wawancara dan dokumentasi. Teknik analisis data yang digunakan ialah qualitative content analysis dengan bantuan tools Nvivo15. Hasil penelitian menunjukkan bahwa proses implementasi digital marketing dilakukan secara adaptif oleh pelaku usaha Golok Cibatu. Hal ini dibuktikan dengan beberapa peluang yang didapatkan seperti implementasi digital marketing dapat memperluas jangkauan pasar, meningkatkan brand awareness dan membangun personal branding. Namun, ada beberapa tantangan yang dihadapi oleh setiap pelaku usaha seperti kebijakan platform, persaingan antar pelaku usaha dan keterbatasan keterampilan digital. Digital marketing terbukti meningkatkan efektivitas penjualan dan meningkatkan pertumbuhan usaha dengan data sebelum dan sesudah menggunakan digital marketing oleh UMKM Golok Cibatu. Kata Kunci: Digital Marketing, Efektivitas, Penjualan, Golok Cibatu **** This research was conducted to analyze the process of implementing digital marketing in handicraft MSMEs in Chandicrafts of Chandicrafts Cibatu Sukabumi, identify opportunities and challenges faced by business actors and to see the impact of digital marketing on sales effectiveness. The research method used is qualitative with a field research type approach. Data collection was carried out by observation, interview and documentation methods. The data analysis technique used is qualitative content analysis with the help of Nvivo15 tools. The results of the study show that the digital marketing implementation process is carried out adaptively by Cibatu's handicraft business actors. This is evidenced by several opportunities such as the implementation of digital marketing can expand market reach, increase brand awareness and build personal branding. However, there are several challenges faced by every business actor such as platform policies, competition between business actors and limited digital skills. Digital marketing has been proven to increase sales effectiveness and increase business growth with data before and after using digital marketing by Cibatu's handicraft MSMEs. Keywords: Digital Marketing, Effectiveness, Sales, Cibatu Machete

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si, Ph.D ; 2). Meta Bara Berutu, S.E., M.M
Subjects:	Geografi, Antropologi > Cerita Rakyat Geografi, Antropologi > Budaya, Adat Istiadat Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Sumber Daya Manusia Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Andi Rifqah Nabila Shofiah .
Date Deposited:	11 Aug 2025 02:56
Last Modified:	11 Aug 2025 02:56
URI:	http://repository.unj.ac.id/id/eprint/59452

Actions (login required)

View Item