Peran Marketing Terhadap Omset Penjualan UMKM

Wita Setiawati; Sofi Mutiara Insani; Syarifah Setiana Ardiati

doi:10.61132/menawan.v2i5.782

Authors

Wita Setiawati Istitut Agama Islam Latifah Mubarokiyah
Sofi Mutiara Insani Universitas Pendidikan Indonesia
Syarifah Setiana Ardiati Istitut Agama Islam Latifah Mubarokiyah

DOI:

https://doi.org/10.61132/menawan.v2i5.782

Keywords:

Marketing, Turnover, UMKM

Abstract

This research explores the important role of marketing in increasing the sales turnover of Micro, Small and Medium Enterprises (UMKM) in Indonesia. The article outlines effective marketing strategies, including the implementation of digital marketing, branding, the right pricing strategy, and the role of promotions in attracting customers. Through a literature study, it is found that the implementation of the right marketing strategies can significantly increase the visibility of UMKM and optimise their sales performance. The results show that UMKM that adopt digital marketing can experience an increase in turnover of up to 50%. This research highlights the importance of government support and collaborative efforts to improve UMKM access to marketing training and information. It is hoped that this article provides useful insights for UMKM players and relevant stakeholders to develop more effective and sustainable marketing strategies.

Downloads

Download data is not yet available.

References

Adlini, M. N., Dinda, A. H., Yulinda, S., Chotimah, O., & Merliyana, S. J. (2022). Metode penelitian kualitatif studi pustaka. Jurnal Edumaspul, 6(1), 974-980.

Awali, H. (2020). Urgensi pemanfaatan e-marketing pada keberlangsungan UMKM di Kota Pekalongan di tengah dampak Covid-19. BALANCA: Jurnal Ekonomi Dan Bisnis Islam, 2(1), 1-14.

Badan Ekonomi Kreatif. (2020). Peran Pemasaran Digital bagi UMKM. Diakses dari https://www.bekraf.go.id/berita/page/17/peran-pemasaran-digital-bagi-umkm

Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective. mcgraw-hill.

Bolango, K. B. (2021). Pengaruh Modal Usaha Dan Strategi Pemasaran Terhadap Pengembangan Usaha Mikro Di Kecamatan Kabila Kabupaten Bone Bolango.

Chaffey, D., Ellis-Chadwick, F., & Mayer, R. (2009). Internet marketing: strategy, implementation and practice. Pearson education.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.

Firmanzah, P. D. (2007). Marketing politik: antara pemahaman dan realitas. Yayasan Pustaka Obor Indonesia.

Grewal, D., Ailawadi, K. L., Gauri, D., Hall, K., Kopalle, P., & Robertson, J. R. (2011). Innovations in retail pricing and promotions. Journal of Retailing, 87, S43-S52.

Hapsoro, B. B., Palupiningdyah, P., & Slamet, A. (2019). Peran digital marketing sebagai upaya peningkatan omset penjualan bagi klaster UMKM di Kota Semarang. Jurnal Abdimas, 23(2), 117-120.

Keller, K. L. (2013). Building, Measuring, and Managing Brand Equity .

Kementerian Koperasi dan UKM. (2020). Data UMKM. Diakses dari https://www.kemenkopukm.go.id/data-umkm

Kementerian Koperasi dan UKM. (2022). Program Pengembangan Usaha Mikro, Kecil, dan Menengah (PPUMKM). Diakses dari https://www.kemenkopukm.go.id/program-pengembangan-usaha-mikro-kecil-dan-menengah-ppumkm

Kementerian Perdagangan. (2021). Gerakan Nasional Bangga Buatan Indonesia (GNBBI). Diakses dari https://www.kemendag.go.id/id/economic-profile/indonesia-export-import/gerakan-nasional-bangga-buatan-indonesia

Malicha, D. (2022). Role of strategic marketing management practice in business profitability. Academy of Marketing Studies Journal, 26(2).

Mavilinda, H. F., Nazaruddin, A., Nofiawaty, N., Siregar, L. D., Andriana, I., & Thamrin, K. M. H. (2021). Menjadi “UMKM Unggul” Melalui Optimalisasi Strategi Pemasaran Digital dalam Menghadapi Tantangan Bisnis di Era New Normal. Sricommerce: Journal of Sriwijaya Community Services, 2(1), 17-28.

Nagle, T. T., & Hogan, J. E. (2006). The strategy and tactics of pricing: A Guide to Growing More Profitably 4th.

Oktaviani, F., & Rustandi, D. (2018). Implementasi digital marketing dalam membangun brand awareness. PRofesi Humas, 3(1), 1-20.

Rosyada, M., & Wigiawati, A. (2020). Strategi survival UMKM Batik Tulis Pekalongan di tengah pandemi COVID-19 (studi kasus pada “Batik Pesisir” Pekalongan). Jurnal Bisnis dan Kajian Strategi Manajemen, 4(2).

Sudarsi, S., Nuswandari, C., Yunianto, A., Kartika, A., & Sudiyatno, B. (2022). Peran Manajemen Keuangan Dan Digital Marketing Dalam Upaya Peningkatan Omset Penjualan Bagi Umkm Bandeng Di Kendal. Jurnal Penamas, 6(1), 75-80.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business horizons, 57(6), 703-708.