Kapabilitas Pemasaran Digital dan Pengaruhnya terhadap Kinerja Kewirausahaan UMKM di Surabaya
DOI:
https://doi.org/10.58812/jmws.v5i05.3402Kata Kunci:
Pemasaran Digital, Kinerja Kewirausahaan, UMKM, Surabaya, IndonesiaAbstrak
Penelitian ini mengkaji dampak keterampilan pemasaran digital terhadap kinerja kewirausahaan Usaha Mikro, Kecil, dan Menengah (UMKM) di Surabaya, Indonesia. Di era digital, kemampuan memanfaatkan alat pemasaran digital sangat penting bagi kesuksesan bisnis, namun banyak UMKM yang menghadapi tantangan dalam memanfaatkan sumber daya tersebut secara efektif. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 145 pemilik dan manajer UMKM melalui kuesioner terstruktur yang didasarkan pada skala Likert. Data dianalisis menggunakan SPSS versi 25, dengan hasil menunjukkan korelasi positif yang kuat antara keterampilan pemasaran digital dan kinerja kewirausahaan. Analisis regresi lebih lanjut mengungkapkan bahwa keterampilan pemasaran digital berkontribusi signifikan terhadap kinerja bisnis, menjelaskan 51% varians dalam kinerja kewirausahaan. Temuan ini menyoroti pentingnya keterampilan pemasaran digital dalam mendorong pertumbuhan penjualan, akuisisi pelanggan, dan kesadaran merek. Studi ini menekankan perlunya pemilik dan manajer UMKM berinvestasi dalam pelatihan pemasaran digital untuk meningkatkan keunggulan kompetitif dan kesuksesan bisnis secara keseluruhan.
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