TECHNOLOGY ADOPTION CHALLENGES AND MARKETING STRATEGIES FOR MSMES IN SURABAYA: A QUALITATIVE STUDY
DOI:
https://doi.org/10.25170/jm.v21i2.5868Kata Kunci:
E-Commerce Adoption, Marketing Mix, Technology AdoptionAbstrak
Tujuan khusus dari penelitian ini adalah peneliti ingin melihat kesiapan dari 14 UMKM di Surabaya dalam menghadapi persaingan dan kesiapan mereka dalam hal adopsi teknologi, pemahaman terhadap merek dan atribut produk. Dalam hal teknologi ini, baik dalam penggunaan mesin, marketplace sebagai sarana jual beli online dan penggunaan media sosial sebagai sarana promosi. Memahami atribut merek juga menjadi pembahasan yang menarik karena merek merupakan identitas dari sebuah produk yang kemudian harus dikomunikasikan kepada calon konsumen. Desain penelitian ini menggunakan fenomenologi dan studi kualitatif. Sedangkan pemilihan sampel dalam penelitian ini menggunakan purposive sample, dengan melakukan wawancara dan observasi singkat sebelum melakukan wawancara mendalam dengan menggunakan model semi terstruktur. Kemampuan UMKM dalam berwirausaha menentukan keberlangsungan usaha. Dalam hal penguasaan teknologi dan branding. UMKM memiliki kelemahan dalam beradaptasi bergabung dengan e-marketplace, pencatatan keuangan dan penjualan, serta belum banyak yang memiliki label kemasan yang terstandarisasi. Kendala UMKM adalah kemampuan teknis dalam menggunakan komputer dan fitur-fiturnya, membuat laporan keuangan, dan laporan penjualan yang masih sederhana. UMKM dituntut untuk lebih berupaya memperbarui kemampuan manajerial sederhana dan memiliki kreativitas agar produknya memiliki keunggulan dan daya saing.
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Hak Cipta (c) 2025 Monica Adjeng, Yuliasti Ika Handayani
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