Implementasi Teknologi Digital dan Media Sosial sebagai Strategi Pemasaran UMKM di Kota Yogyakarta

https://doi.org/10.37295/jpdw.v5i4.612

Authors

  • Darmono Darmono Universitas Negeri Yogyakarta
  • Heri Nurdiyanto Program Studi Teknik Industri, Fakultas Teknik, Universitas Negeri Yogyakarta.
  • Ridho Gata Wijaya Universitas Negeri Yogyakarta
  • Riko Septiantoko Universitas Negeri Yogyakarta

Keywords:

UMKM, Teknologi Digital, media sosial, Strategi Pemasaran, Digitalisasi Marketing, promosi

Abstract

Implementasi teknologi digital dan media sosial telah menjadi strategi yang krusial bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) dalam menghadapi tantangan pasar yang semakin kompetitif, terutama di era digital saat ini. Hasil analisis situasi menunjukkan bahwa mayoritas UMKM di Yogyakarta telah memanfaatkan media sosial sebagai saluran utama promosi, branding, dan komunikasi dengan pelanggan. Strategi yang diterapkan antara lain penggunaan konten visual menarik, kolaborasi dengan influencer lokal, pemanfaatan fitur marketplace, serta peningkatan interaksi dengan pelanggan melalui layanan pelanggan digital. Penggunaan teknologi digital terbukti mampu meningkatkan visibilitas usaha, memperluas pasar, dan efisiensi dalam pengelolaan bisnis. Namun demikian, masih terdapat tantangan seperti keterbatasan literasi digital, kendala dalam konsistensi konten, dan kurangnya strategi pemasaran yang terstruktur. Oleh karena itu, diperlukan dukungan pelatihan dan pendampingan berkelanjutan dari pemerintah maupun lembaga terkait guna mengoptimalkan potensi digitalisasi UMKM secara menyeluruh. Studi ini memberikan kontribusi praktis bagi pelaku UMKM dalam merancang strategi pemasaran digital yang efektif dan berkelanjutan di tengah dinamika teknologi yang terus berkembang

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Published

2025-03-30

How to Cite

Darmono, D., Nurdiyanto, H., Wijaya, R. G., & Septiantoko, R. (2025). Implementasi Teknologi Digital dan Media Sosial sebagai Strategi Pemasaran UMKM di Kota Yogyakarta. Jurnal Pengabdian Dharma Wacana, 5(4). https://doi.org/10.37295/jpdw.v5i4.612

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Vol. 5 No. 4 (2025): Jurnal Pengabdian Dharma Wacana

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Copyright (c) 2025 Darmono Darmono; Heri Nurdiyanto, Ridho Gata Wijaya, Riko Septiantoko

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