Prayogi, Kurnia (2025) Skenario Kesiapan UMKM dalam Transformasi Digital: Digital Marketing dan Mobile Payment. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kehadiran transformasi digital memberikan pengaruh besar dalam peningkatan perekonomian, termasuk Usaha Mikro Kecil Menengah (UMKM) di negara berkembang seperti Indonesia. UMKM memainkan peran penting dalam pertumbuhan ekonomi dengan kontribusi signifikan terhadap Pendapatan Domestik Bruto (PDB) dan penyerapan tenaga kerja. Namun, UMKM menghadapi tantangan besar dalam mengadopsi transformasi digital karena keterbatasan sumber daya, skala yang kecil, dan kapasitas yang tidak memadai. UMKM kini menghadapi urgensi untuk mengadopsi teknologi digital agar tetap kompetitif di tengah perubahan perilaku konsumen yang semakin mengutamakan kemudahan dan kecepatan melalui e-commerce dan pembayaran digital. Tanpa digitalisasi, UMKM berisiko tertinggal dari pesaing yang lebih siap dalam memenuhi kebutuhan konsumen. Oleh karena itu, penelitian ini bertujuan untuk mengembangkan model skenario implementasi digital marketing dan mobile payment untuk meningkatkan kesiapan UMKM di era transformasi digital. Penerapan skenario pada penelitian ini menggunakan metode action research dengan pendekatan kualitatif. Penelitian ini menghasilkan skenario adopsi digital marketing melalui Tiktok dan Gobiz serta mobile payment menggunakan QRIS dan e-wallet yang dapat membantu UMKM meningkatkan performa bisnis. Sehingga hasil implementasi ini dapat menjadi landasan bagi pelaku UMKM untuk mengoptimalkan sumber daya serta pemanfaatan teknologi digital untuk meningkatkan daya saing serta performanya.
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This transformation has significantly impacted economic growth, including for Small and Medium-sized Enterprises (SMEs) in developing countries like Indonesia. SMEs play a crucial role in economic development through their substantial contributions to Gross Domestic Product (GDP) and employment. However, SMEs face major challenges in adopting digital transformation due to limited resources, small scale, and inadequate capacity. SMEs now face an urgent need to adopt digital technology to stay competitive amidst changing consumer behaviour that increasingly values convenience and speed through e-commerce and mobile payments. Without digitalization, SMEs risk falling behind more prepared competitors in meeting consumer needs. Therefore, this study aims to develop a scenario implementation model for digital marketing and mobile payment to enhance the readiness of SMEs in the digital transformation era. The application of scenarios in this research utilizes the action research method with a qualitative approach. This research produces a scenario of digital marketing adoption through Tiktok and Gobiz as well as mobile payments using QRIS and e-wallets that can help SMEs improve business performance. Consequently, the implementation results can serve as a foundation for SME practitioners to optimize resources and leverage digital technology to enhance their competitiveness and performance.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Transformasi Digital, Digital Marketing, Mobile Payment, UMKM, Skenario Kesiapan, Digital Transformation, SMEs, Readiness Scenario. |
| Subjects: | T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 59101-(S2) Master Thesis |
| Depositing User: | Kurnia Prayogi |
| Date Deposited: | 03 Jun 2025 01:51 |
| Last Modified: | 03 Jun 2025 01:51 |
| URI: | http://repository.its.ac.id/id/eprint/119118 |
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