Tinjauan Literatur Sistematis Strategi Pemasaran Digital pada UMKM
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Abstract
Perkembangan teknologi informasi dalam beberapa dekade terakhir telah mengubah secara signifikan metode dan model komunikasi pemasaran, serta mendorong munculnya saluran pemasaran digital, alat promosi, dan metode komunikasi baru. Perilaku konsumen telah berubah drastic di era digitial, sehingga perusahaan harus beradaptasi agar tetap kompetitif, dan pemasaran digital menjadi alat esensial untuk mempromosikan produk dan jasa serta membangun hubungan dengan pelanggan. Pemasaran digital pada UMKM, merupakan topik yang sangat penting dalam transformasi digital pada UMKM untuk menjangkau pelanggan, bersaing di pasar, dan mengelola inovasi, namun bukti empiris mengenai mekanisme pengaruh dan kondisi kontekstual masih tersebar dan belum terintegrasi. Pendekatan yang digunakan adalah tinjauan literatur sistematis menggunakan metode PRISMA terhadap 18 artikel pada data base Scopus dari 2016 sampai 2025. Analisis meliputi pemetaan negara asal studi, frekuensi sitasi jurnal, klasifikasi platform digital yang digunakan UMKM dan penggunaan variabel mediasi atau moderasi. Hasil menunjukkan mayoritas studi dilakukan Indonesia, diikuti Italia dan Afrika Selatan. Media sosial dan marketplace muncul sebagai kanal paling dominan dalam pemasaran digital.
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