MANAJEMEN PEMASARAN UMKM: STRATEGI DAN IMPLEMENTASI BISNIS MODERN

Rahma Yulita

doi:10.59818/dq4mh926

Authors

Rahma Yulita

DOI: https://doi.org/10.59818/dq4mh926

Keywords:

Pemasaran Digital (Digital Marketing), Strategi Bisnis (Business Strategy), Transformasi Digital

Synopsis

Di tengah arus globalisasi dan digitalisasi yang masif Usaha Mikro Kecil dan Menengah (UMKM) tidak lagi sekadar menjadi penopang ekonomi melainkan pemain kunci yang dituntut untuk memiliki daya saing tinggi. Buku ini menghadirkan panduan komprehensif mengenai transformasi paradigma pemasaran tradisional menuju strategi bisnis modern yang adaptif dan inovatif. Penulis membedah secara mendalam berbagai pilar strategis, mulai dari analisis perilaku konsumen digital yang dinamis, perumusan Value Proposition yang kuat, hingga implementasi strategi STP (Segmenting, Targeting, Positioning) di pasar ceruk (Niche Market). Lebih dari sekadar teori, buku ini mengeksplorasi ekosistem pemasaran masa kini seperti strategi Omnichannel, kebangkitan Social Commerce dan Live Commerce, hingga penguatan Cultural Branding yang relevan dengan kearifan lokal. Aspek krusial lainnya yang dibahas mencakup pengelolaan CE (Customer Experience), pemanfaatan Marketing Analytics berbasis data, hingga efektivitas Influencer Marketing dalam membangun ekuitas merek. Dengan pendekatan yang sistematis dan implementatif, buku ini dirancang menjadi referensi utama bagi para pelaku UMKM, akademisi, praktisi pemasaran, serta pengambil kebijakan untuk memahami sekaligus menaklukkan tantangan bisnis di era ekonomi digital. Temukan strategi untuk mengubah tantangan menjadi keunggulan kompetitif yang berkelanjutan dalam buku ini.

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MANAJEMEN PEMASARAN UMKM: STRATEGI DAN IMPLEMENTASI BISNIS MODERN

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