THE EFFECTIVENESS OF DIGITAL MARKETING TRAINING PROGRAMS IN ENHANCING THE COMPETITIVENESS OF CULINARY MSME PRODUCTS IN TANGGULANGIN SUBDISTRICT
Downloads
Objective: This study aims to analyze the effectiveness of government-sponsored digital marketing training programs in enhancing the competitiveness of culinary small and medium enterprises (SMEs) in Tanggulangin Subdistrict, particularly those specializing in processed milkfish products, a local specialty. Method: A descriptive qualitative approach was employed using interviews, observations, and documentation, with data analyzed through the Miles and Huberman interactive model. The program’s effectiveness was evaluated based on Sedarmayanti’s (2014) framework, which includes input, process, output, and outcome indicators. Results: The findings reveal that the training has led to improved understanding of digital marketing, enhanced promotional skills through social media, and increased willingness to utilize online marketplaces. Nonetheless, challenges persist, such as overly theoretical materials, limited facilities, and insufficient post-training support. Long-term impacts, including sales growth and improved business efficiency, are emerging but remain constrained by inadequate technological access and financial assistance. Novelty: This study contributes to the limited empirical evidence on the practical impact of digital marketing training for local SMEs by integrating a contextual evaluation framework and emphasizing the need for sustained mentorship and infrastructure development to achieve long-term competitiveness.
P. A. Saputri, S. Khomsatun, and S. E. Ginanjar, “Analisis Kendala Usaha Mikro, Kecil dan Menengah ( UMKM ) di Kabupaten Bandung,” Ekonomi Bisnis dan Kewirausahaan, vol. 13, no. 1, pp. 45–50, 2024.
G. Santoso, M. Rizal, H. Wiyana, S. Nabila Subagja, U. Muhammadiyah Jakarta, and U. Teknologi Muhammadiyah Jakarta, “Digitalisasi UMKM: Strategi Dan Model Bisnis Berbasis Teknologi Untuk Keberlanjutan,” JUBISDIGI: Jurnal Bisnis Digital, vol. 1, no. 01, pp. 1–10, 2025, [Online]. Available: https://ejournal.utmj.ac.id/jubisdigi/about
A. Kala’lembang, “Adopsi E-Commerce Dalam Mendukung Perkembangan Usaha Mikro Kecil Dan Menengah (UMKM) Di Masa Pandemi Covid-19”, [Online]. Available: http://e-journal.unipma.ac.id/index.php/capital
Aprieni, Farida Ratna Meilantika, Lastriana Sihotang, and Febrina Vidya Rachma S, “UMKM Memiliki Peran Penting Dalam Perekonomian Indonesia,” Jurnal Ekonomi Bisnis Dan Manajemen, vol. 2, no. 4, pp. 188–193, 2024, doi: 10.59024/jise.v2i4.976.
R. Novianty, S. Puspita Dewi, K. Anwar, J. K. Raya Cepu, K. Ngawi, and J. Timur, “Strategi Digitalisasi Pemerintah Daerah dalam Meningkatkan Kinerja UMKM Pasca Pandemi,” vol. 4, 2024.
* Dicha et al., “Analisis Penggunaan E-Commerce Bagi UMKM di Era Digital,” 2024.
“Pemasaran produk UMKM melalui media sosial dan e-commerce”.
Tohonan Rohani Silaban and Muhammad Yasin, “Industri UMKM dan E-Commerce pada Teknologi di Indonesia,” Jurnal Ekonomi dan Pembangunan Indonesia, vol. 2, no. 2, pp. 17–30, Apr. 2024, doi: 10.61132/jepi.v2i2.501.
M. Rachmawati, “Adopsi E-Commerce UMKM sebagai Upaya Adaptasi Perubahan Perilaku Konsumen,” Jurnal EMT KITA, vol. 8, no. 2, pp. 695–700, Apr. 2024, doi: 10.35870/emt.v8i2.2377.
C. Y. Palangan, “Analisis Faktor-Faktor yang Memengaruhi Adopsi E-commerce oleh UMKM Kerajinan DIY,” 2023.
Ketut Sumardana, Sussanti Sussanti, and Veronica Krini Damayanti, “Penerapan E-Commerce Bagi UMKM Sebagai Pemasaran Digital dalam Menghadapi Revolusi Industri 4.0,” CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis, vol. 4, no. 4, pp. 279–287, Oct. 2024, doi: 10.55606/cemerlang.v4i4.3277.
G. Bowen, “Document Analysis as a Qualitative Research Method,” no. October, 2017, doi: 10.3316/QRJ0902027.
K. P. Widiatmika, Metode Penelitian Kualitatif, vol. 16, no. 2. 2019. [Online]. Available: https://lib.unnes.ac.id/40372/1/Metode Penelitian Kualitatif.pdf
P. Spradley and M. Huberman, “Kajian Teoritis tentang Teknik Analisis Data dalam Penelitian Kualitatif: Perspektif Spradley, Miles dan Huberman,” vol. 1, no. 2, pp. 77–84, 2024.
Sugiyono, Metode Penelitian Kualitatif: Teori dan Penerapannya, vol. 2. 2024.
I. A. Hafitasari, D. A. Adzani, and A. Y. Mafruhat, “Analisis Hubungan E-Commerce terhadap UMKM di Indonesia,” Jurnal Dinamika Ekonomi Pembangunan, vol. 5, no. 2, pp. 95–105, 2022, doi: 10.33005/jdep.v5i2.401.
Z. Ruscitasari, T. Kamal, and N. Pratiwi, “ANALISIS ADOPSI E-COMMERCE TERHADAP KINERJA UMKM DESA PLERET,” Indonesian Journal of Business Intelligence (IJUBI), vol. 4, no. 2, p. 63, Dec. 2021, doi: 10.21927/ijubi.v4i2.1949.
I. A. Hafitasari, D. A. Adzani, and A. Y. Mafruhat, “Analisis Hubungan E-Commerce terhadap UMKM di Indonesia,” Jurnal Dinamika Ekonomi Pembangunan, vol. 5, no. 2, pp. 95–105, Jul. 2022, doi: 10.33005/jdep.v5i2.401.
S. Al Farisi, M. Iqbal Fasa, and Suharto, “Peran Umkm (Usaha Mikro Kecil Menengah) Dalam Meningkatkan Kesejahteraan Masyarakat,” Jurnal Dinamika Ekonomi Syariah, vol. 9, no. 1, pp. 73–84, 2022, doi: 10.53429/jdes.v9ino.1.307.
Z. Ruscitasari, T. Kamal, and N. Pratiwi, “ANALISIS ADOPSI E-COMMERCE TERHADAP KINERJA UMKM DESA PLERET,” Indonesian Journal of Business Intelligence (IJUBI), vol. 4, no. 2, p. 63, Dec. 2021, doi: 10.21927/ijubi.v4i2.1949.
Copyright (c) 2025 Elza Dwi Nur Ardianti, Isnaini Rodiyah
This work is licensed under a Creative Commons Attribution 4.0 International License.
