Digital-Based Msme Marketing Model in Facing the Era of the Industrial Revolution 4.0

Abstract

The crisis due to the COVID-19 pandemic over the past two years has forced all businesses to accelerate the digitization process. At this point, it appears that MSMEs are not fully ready to carry out digital transformation. The Digital Readiness Index of MSMEs is on average at 3.6 or still in the middle stage. It is no longer possible for a business to avoid digitization. With the industrial revolution 4.0, digital technology is no longer just a support function, but must be part of the company's innovation. SMEs are expected to have high creativity in creating innovation, this becomes a very important consideration in business activities because innovation makes the company survive in a competition. MSMEs must also provide facilities for consumers to be able to find detailed information using digital marketing. Currently, the development of fashion in Indonesia is quite rapid with the support of the creativity and innovation of young designers. The emergence of local brands makes many consumers interested and proud to use domestic products. MSME Khawila Dinanti is one of the local fashion brands created by local children who are engaged in women's clothing. Khawila is expected to start a women's clothing business in early 2021 in the city of Medan. Khawila Dinanti wants to meet the needs of energetic and fashionable young women who have good quality among many imported labels. The problem of MSME sales fluctuating and increasing in certain months and the lack of use of digital marketing. The purpose of the study was to determine the digital-based marketing model in increasing sales volume at the awaited Khawila MSME. The method of analysis in this study uses descriptive data analysis and quantitative approach. Data processing in this study using SPSS version 24.00 software program. The results showed that product and price had a significant effect on increasing sales volume. The purpose of the study was to determine the digital-based marketing model in increasing sales volume at the awaited Khawila MSME. The method of analysis in this study uses descriptive data analysis and quantitative approach. Data processing in this study using SPSS version 24.00 software program. The results showed that product and price had a significant effect on increasing sales volume. The purpose of the study was to determine the digital-based marketing model in increasing sales volume at the awaited Khawila MSME. The method of analysis in this study uses descriptive data analysis and quantitative approach. Data processing in this study using SPSS version 24.00 software program. The results showed that product and promotion had a significant effect on increasing sales volume.