IMPLEMENTASI DIGITAL MARKETING TERHADAP PENDAPATAN DAN KEKUATAN BERSAING PELAKU USAHA MIKRO, KECIL DAN MENENGAH (UMKM) DI KABUPATEN TASIKMALAYA

Abstract

The problems currently being faced by UMKM in Tasikmalaya Regency are lack of stability, low income and hampered competitiveness. One of the main causes is the lack of use of digital marketing in marketing their products. Business actors have not been able to formulate marketing strategies that suit the specified target market, so that UMKM products receive less attention in the market. This results in low competitiveness of UMKM players in the global market and unstable income. In this situation, it is difficult for micro businesses to develop into small or medium businesses. The aim of this research is to determine the implications of digital marketing on the income and competitive strength of UMKM in Tasikmalaya Regency. The research method used is a quantitative method that produces new findings through statistical procedures or other measurement approaches. The subjects used were UMKM in Tasikmalaya Regency who have used digital marketing in their marketing strategies. The research results show that digital marketing has a positive and significant influence on the income and competitive strength of UMKM in Tasikmalaya Regency. The use of digital marketing for UMKM in Tasikmalaya Regency is one of the keys to success in increasing sales. By using digital marketing, UMKM have succeeded in reaching more customers and strengthening their position in the market, thus becoming a solution to increase income and the competitiveness of UMKM.