Peranan Inovasi Pemasaran Dalam Transformasi Orientasi Pasar dan Kapabilitas Digital Terhadap Kinerja Umkm: Systematic Literature Review
DOI:
https://doi.org/10.31004/riggs.v5i1.7700Keywords:
Orientasi Pasar, Kapabilitas Digital Pemasaran, Inovasi Pemasaran, UMKM, Systematic Literature ReviewAbstract
Penelitian ini bertujuan untuk mensintesis dan mengevaluasi peran inovasi pemasaran dalam mentransformasikan orientasi pasar dan kapabilitas digital pemasaran terhadap kinerja pemasaran UMKM. Fokus utama penelitian diarahkan pada pemahaman bagaimana orientasi pasar dan kapabilitas digital pemasaran dikonseptualisasikan dalam literatur sebagai antecedent strategis, fungsi inovasi pemasaran sebagai mekanisme transformasional, serta kesenjangan konseptual dan metodologis yang masih tersisa. Metodologi yang digunakan mencakup tinjauan literatur sistematis (SLR) yang mengikuti kerangka PRISMA 2020. Proses penelusuran dilakukan pada basis data Scopus menggunakan kata kunci yang relevan, dengan tahapan identifikasi, penyaringan, penilaian kelayakan, dan inklusi studi. Dari proses tersebut, terpilih 16 artikel jurnal bereputasi yang dianalisis secara sistematis melalui ekstraksi data terstruktur dan sintesis naratif-tematik. Hasil penelitian menunjukkan bahwa orientasi pasar dan kapabilitas digital pemasaran secara konsisten diposisikan sebagai fondasi strategis kinerja pemasaran UMKM, namun keduanya jarang menghasilkan dampak langsung tanpa mekanisme perantara. Inovasi pemasaran teridentifikasi sebagai mekanisme kunci yang mengonversi pemahaman pasar dan kapabilitas digital menjadi praktik pemasaran yang bernilai dan berdampak pada kinerja. Selanjutnya, literatur yang ada terus menunjukkan perbedaan konseptual, prevalensi model-model tertentu atas yang lain, bersama dengan perbedaan substansial dalam operasionalisasi konstruksi. Penelitian ini pada akhirnya menegaskan bahwa inovasi pemasaran harus dianggap sebagai elemen fundamental dalam lintasan transformasi pemasaran Usaha Mikro, Kecil, dan Menengah (UMKM). Temuan ini memberikan kontribusi konseptual dengan menawarkan sintesis integratif dan arah pengembangan penelitian selanjutnya dalam bidang pemasaran dan manajemen UMKM berbasis transformasi digital.
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Copyright (c) 2026 Zilfana Zilfana, Rachel Lia, George Luois David Lento, Rahmawati Rahmawati, Syarifah Hudayah, Sugeng Hariyadi
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