Strategi Digital Marketing UMKM Parepare dalam Mendukung Ekonomi Digital Daerah di Kota Parepare

Authors

  • Fitriani Fitriani Universitas Muhammadiyah Parepare, Indonesia
  • Muhammad Farid Wajdi Universitas Muhammadiyah Parepare, Indonesia

DOI:

https://doi.org/10.57235/aurelia.v4i2.6997

Keywords:

Digital Marketing, UMKM, Ekonomi Digital Daerah, Parepare

Abstract

Penelitian ini bertujuan untuk menganalisis strategi digital marketing yang diterapkan oleh UMKM di Kota Parepare dalam mendukung perkembangan ekonomi digital daerah. Di tengah perkembangan teknologi informasi, UMKM dituntut untuk mampu beradaptasi dengan pemanfaatan media sosial, e-commerce, dan layanan pembayaran digital dalam meningkatkan daya saing. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi terhadap pelaku UMKM di Parepare. Hasil penelitian menunjukkan bahwa strategi digital marketing melalui media sosial (Facebook, Instagram, WhatsApp Business), pemanfaatan marketplace (Shopee, Tokopedia), serta penerapan sistem pembayaran digital (QRIS) mampu meningkatkan akses pasar dan memperluas jangkauan konsumen. Kendala utama yang dihadapi UMKM adalah keterbatasan literasi digital, modal promosi, dan kompetisi yang semakin ketat. Optimalisasi digital marketing diharapkan dapat mendorong pertumbuhan ekonomi digital daerah, meningkatkan pendapatan UMKM, serta memperkuat posisi Parepare sebagai kota jasa dan perdagangan di Sulawesi Selatan.

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Published

2025-07-26

Issue

Vol. 4 No. 2 (2025): July 2025

Section

Articles

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