Transformasi digital UMKM dengan E- commerce, diversifikasi produk dan pemasaran relasional untuk daya saing

Abstract

The development of the digital economy encourages Micro, Small, and Medium Enterprises (MSMEs) to adapt through the application of technology to survive and compete. In this context, digital transformation is a strategic step that can strengthen competitiveness, particularly through the use of e-commerce, product diversification, and relationship marketing. This study aims to analyze how these three strategies contribute to increasing the competitiveness of MSMEs. This study uses a qualitative approach with descriptive methods, using a sample of 114 MSMEs from various sectors as respondents. Data were collected through questionnaires and in-depth interviews, then analyzed to gain a comprehensive understanding of the practices and impacts of digital transformation. The results show that e-commerce can expand the market reach of MSME products. Diversifikasi Produk has been shown to help MSMEs adapt to changing consumer tastes and expand market segments. Similarly, relationship marketing can increase customer loyalty through more personalized and sustainable interactions. The integration of these three strategies creates a strategic synergy that significantly contributes to increasing the competitive advantage of MSMEs. This research provides a theoretical contribution by offering a conceptual model of digital transformation that is oriented towards competitiveness, while also providing practical implications for MSMEs and policy makers to encourage MSMEs to undertake more effective and sustainable digital transformation.