IMPLEMENTASI DIGITAL MARKETING DAN KREATIVITAS SEBAGAI STRATEGI PENINGKATAN KINERJA UKM DI KABUPATEN BANTUL
Abstract
Penelitian ini bertujuan untuk menganalisis peran digital marketing dan kreativitas terhadap kinerja UKM di Kabupaten Bantul. Keberadaan UKM memiliki peran yang besar dalam meningkatkan kesejahteraan masyarakat dan pertumbuhan ekonomi daerah maupun negara. Akan tetapi disisi lain peningkatan tersebut belum sepenuhnya diikuti dengan peningkatan daya saing. Beberapa UKM masih memiliki keterbatasan dalam mengimplementasikan digital marketing untuk bisnisnya, disamping itu masih terdapat UKM yang belum maksimal dalam mengembangkan kreativitasnya. Kendala tersebut akan berdampak pada kinerja UKM dalam menghadapi persaingan. Penelitian ini mengumpulkan data dengan membagikan kuesioner kepada 100 UKM di Bantul. Sementara itu, olah data dilakukan dengan alat analisis regresi. Hasil penelitian menunjukkan bahwa implementasi digital marketing dan kreativitas berpengaruh terhadap kinerja UKM. Digital marketing dan kreativitas akan memberikan hasil yang lebih baik bagi perusahaan dari segi pemasaran sehingga akan meningkatkan kinerja UKM dalam menghadapi persaingan.
Kata Kunci: UKM, Digital Marketing, Kreativitas, Kinerja UKM
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