Pengaruh E-Marketing dan Lingkungan Kompetitif terhadap Kinerja Pemasaran Produk UMKM (Studi Kasus UMKM Produk Cireng di Jakarta)

San, Axel Yunior and Michelle, Michelle (2022) Pengaruh E-Marketing dan Lingkungan Kompetitif terhadap Kinerja Pemasaran Produk UMKM (Studi Kasus UMKM Produk Cireng di Jakarta). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini yang menjadi permasalahan adalah kinerja pemasaran atau pendapatan dari penjualan produk Cireng khususnya pada UMKM belum optimal. Perkembangan teknologi informasi dan komunikasi telah berkembang pesat dari waktu ke waktu. Saat ini kemajuan teknologi telah memasuki era revolusi industri 4.0 yang meliputi otomasi industri, robotisasi dan digitalisasi. Salah satu contoh perkembangan teknologi informasi dan komunikasi adalah internet. Berdasarkan data diketahui bahwa jumlah UMKM yang ada di Indonesia setiap tahunnya memiliki kenaikan yang cukup signifikan. Hal tersebut menunjukkan bahwa pelaku UMKM di Indonesia harus memiliki strategi yang tepat agar usaha yang dikembangkan dapat menghadapi tingginya tingkat persaingan tersebut. Cireng merupakan makanan khas Bandung yang merupakan jajanan tradisional yang tidak mahal dan salahsatu kuliner khas Kota Bandung. Cireng memiliki rasa yang enak, gurih dan kenyal, selain rasa yang enak, harga yang murah juga menjadikan Cireng digemari oleh masyarakat umum. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh e-marketing terhadap kinerja pemasaran produk UMKM Cireng, untuk menganalisis pengaruh lingkungan kompetitif terhadap kinerja pemasaran produk UMKM Cireng. Metode survey digunakan di dalam penelitian ini. Pengumpulan data yang dilakukan menggunakan instrumen kuesioner dengan menyebarkan kepada 115 pelaku UMKM yang menjual produk Cireng di Kota Jakarta. Teknik pengambilan sampel dilakukan dengan purposive sampling. Teknik analisis data yang digunakan adalah analisis regresi. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara e-Marketing terhadap kinerja pemasaran, dan juga terdapat pengaruh positif antara lingkungan kompetitif terhadap kinerja pemasaran. Kata kunci : e-marketing, lingkungan kompetitif, kinerja pemasaran, Cireng, UMKM. / Currently, the problem is that the marketing performance or income from selling Cireng products, especially to MSMEs, has not been optimal. The development of information and communication technology has grown rapidly from time to time. Currently, technological advances have entered the era of the industrial revolution 4.0 which includes industrial automation, robotization and digitization. The internet is an illustration of how information and communication technology has progressed. This demonstrates the importance of having the correct plan in place for MSME players in Indonesia to establish businesses that can compete with the high level of competition. Cireng is a Bandung specialty that is a classic snack and one of the city's culinary specialties. Cireng has a tasty, savory, and chewy flavor. In addition to its wonderful taste, Cireng is popular with the general people because of its inexpensive costs. The goal of this study was to determine the impact of e- marketing on Cireng MSME product marketing performance, as well as the impact of the competitive environment on Cireng MSME product marketing performance. In this study, the survey approach was applied. Data was collected utilizing a questionnaire instrument that was distributed to 115 customers who purchased Cireng in Jakarta. The sampling method was used.Purposive sampling was used for the sample procedure. Regression analysis was employed to analyze the data. The findings suggest that e-Marketing has a good impact on marketing performance, and that the competitive environment has a favorable impact on marketing performance. Keywords: e-marketing, competitive environment, marketing performance, cireng, MSME.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
San, Axel YuniorNIM01541180074axel.yuniorsan@gmail.com
Michelle, MichelleNIM01541180217michelletjang@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHulu, MeitoloNIDN0302038306meitolo.hulu@uph.edu
Uncontrolled Keywords: E-marketing; Lingkungan kompetitif; Kinerja pemasaran; Cireng; UMKM
Subjects: T Technology > TX Home economics > TX 901-953 Hospitality Industry
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management
Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management
Depositing User: Users 19900 not found.
Date Deposited: 08 Feb 2022 06:42
Last Modified: 02 Mar 2022 01:26
URI: http://repository.uph.edu/id/eprint/45609

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