RESUBUN, LUCIANA FERONA (2023) PENINGKATAN PENGETAHUAN DAN KETERAMPILAN UMKM DALAM PEMASARAN DIGITAL SERTA DAMPAKNYA TERHADAP KINERJA PEMASARAN MELALUI ACTION RESEARCH. Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
The Covid-19 pandemic has made many changes around the world from education to economics, one of which is in the field of MSMEs which have begun to shift their sales to digital marketing. However, according to Deloitte Access Economics,
only 9% of MSMEs have digital marketing capacity that can be categorized as sophisticated and 37% of MSMEs only have basic online marketing capacity on computer and broadband access. So this research was conducted as digital
marketing training and assistance for MSMEs in Malang Regency, East Java. This research was conducted using qualitative research methods in which a series of
training and mentoring were carried out using action research methods. The action research method is carried out in 2 cycles and has 4 stages, namely problem
diagnosis, action planning, action implementation, and evaluation. The results of this studyshow that digital marketing training can increase the knowledge of
MSMEs within the scope of the material provided. It is also known that mentoring can improve the skills of MSMEs, in digital marketing it can be seen from MSMEs that can carry out digital marketing independently without relying on external parties. Key words: MSMEs, Training and Mentoring, Marketing Performance, Action Research, Digital Marketing.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Surya |
| Date Deposited: | 25 Oct 2024 02:02 |
| Last Modified: | 25 Oct 2024 02:02 |
| URI: | http://repository.machung.ac.id/id/eprint/215 |
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