Revolusi Digital UMKM : Bagaimana Marketplace dan Media Sosial Mengubah Permainan di Era Pasca-Pandemi

Isma Azis Riu; Wiwin Riski Windarsari; Andi Ariyani Hardiyanti

doi:10.31004/riggs.v4i3.2676

Authors

Isma Azis Riu Universitas Negeri Makassar
Wiwin Riski Windarsari Universitas Negeri Makassar
Andi Ariyani Hardiyanti Universitas Negeri Makassar

DOI:

https://doi.org/10.31004/riggs.v4i3.2676

Keywords:

Pemasaran Digital, Pasca-Pandemi, Media Sosial, Revolusi Digital, UMKM

Abstract

Penelitian ini membahas transformasi digital yang dialami Usaha Mikro, Kecil, dan Menengah (UMKM) pada era pasca-pandemi, dengan fokus pada integrasi marketplace dan media sosial sebagai strategi pemasaran. Marketplace merupakan kanal transaksi yang memperluas jangkauan konsumen, sedangkan media sosial menjadi sarana utama untuk membangun brand awareness, engagement, dan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan wawancara semi-terstruktur terhadap tiga UMKM di Kota Makassar yang mewakili pola adaptasi digital berbeda. Data wawancara dilengkapi observasi aktivitas digital dan dianalisis menggunakan model interaktif Miles & Huberman. Hasil penelitian menunjukkan bahwa konten autentik dan konsistensi posting berperan penting bagi engagement, sementara iklan berbayar dan kolaborasi influencer efektif untuk penetrasi pasar baru. Peran komunitas daring terbukti krusial dalam memperkuat electronic word of mouth (e-WOM), sedangkan marketplace lebih dominan pada tahap transaksi. Tabel ringkasan dan timeline strategi menegaskan dinamika adaptasi UMKM dari pra-pandemi hingga pasca-pandemi, dengan perbedaan strategi survival mode dan growth mode. Temuan ini memperkuat literatur mengenai omnichannel marketing dan memberikan implikasi praktis bagi pelaku UMKM serta pemangku kebijakan untuk mendukung peningkatan literasi digital, infrastruktur, dan kolaborasi kreatif. Dengan demikian, penelitian ini berkontribusi pada pengembangan teori pemasaran digital dan penguatan daya saing UMKM di Indonesia.

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