Pemanfaatan Marketplace Digital dalam meningkatkan Kinerja UMKM melalui Sarana Komunikasi di Era Digital

Authors

  • Nazwah Ramadhani Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Tangerang
  • Ade Irfany Sugesti Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Tangerang
  • Della Nesha Sagita Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Tangerang
  • Eko Purwanto Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Tangerang

DOI:

https://doi.org/10.47134/jbkd.v2i2.3560

Keywords:

Marketplace Digital, Komunikasi, UMKM, Era Digital, Kinerja Bisnis, Teknologi

Abstract

Penelitian ini bertujuan untuk mengkaji pemanfaatan marketplace digital sebagai sarana komunikasi dalam meningkatkan kinerja Usaha Mikro, Kecil, dan Menengah (UMKM) di era digital. Metode yang digunakan dalam penelitian ini adalah pendekatan kualitatif dengan metode studi literatur. Hasil penelitian menunjukkan bahwa marketplace digital tidak hanya berfungsi sebagai saluran distribusi produk, tetapi juga sebagai alat komunikasi yang memperkuat hubungan antara UMKM dan konsumen. Fitur-fitur komunikasi seperti chat, notifikasi, dan ulasan produk terbukti efektif dalam meningkatkan responsivitas dan loyalitas pelanggan. Namun, UMKM masih menghadapi berbagai tantangan, seperti persaingan yang ketat dan keterbatasan pengetahuan teknologi. Secara keseluruhan, penggunaan marketplace digital telah memberikan dampak positif terhadap peningkatan penjualan dan efisiensi operasional UMKM, meskipun terdapat kendala yang perlu diatasi. Penelitian ini merekomendasikan agar UMKM terus meningkatkan keterampilan digital mereka, sementara pemerintah dan platform marketplace dapat memberikan dukungan yang lebih luas dalam bentuk pelatihan dan fasilitas yang memadai.

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2025-01-13

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Ramadhani, N., Sugesti, A. I., Sagita, D. N., & Purwanto, E. (2025). Pemanfaatan Marketplace Digital dalam meningkatkan Kinerja UMKM melalui Sarana Komunikasi di Era Digital. Jurnal Bisnis Dan Komunikasi Digital, 2(2), 20. https://doi.org/10.47134/jbkd.v2i2.3560

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