Integrasi Kapabilitas SDM dan Pemasaran Digital dalam Meningkatkan Daya Saing UMKM melalui Transformasi Teknologi

Mochammad Al Musadieq; Edlyn Khurotul Aini; Hanifa Maulani Ramadhan; Layyin Nafisa Arifin; Zaki Alif Ramadhani

doi:10.32493/drb.v8i6.54695

Authors

Mochammad Al Musadieq Fakultas Ilmu Administrasi, Universitas Brawijaya
Edlyn Khurotul Aini Fakultas Ilmu Administrasi, Universitas Brawijaya
Hanifa Maulani Ramadhan Fakultas Ilmu Administrasi, Universitas Brawijaya
Layyin Nafisa Arifin Fakultas Ilmu Administrasi, Universitas Brawijaya
Zaki Alif Ramadhani Fakultas Ilmu Administrasi, Universitas Brawijaya

DOI:

https://doi.org/10.32493/drb.v8i6.54695

Keywords:

Kapabilitas SDM; Pemasaran Digital; Teknologi Digital; Inovasi Produk; Daya Saing UMKM

Abstract

Penelitian ini bertujuan untuk mengkaji peran kapabilitas sumber daya manusia (SDM) dan pemasaran digital dalam meningkatkan daya saing usaha mikro, kecil, dan menengah (UMKM) melalui pemanfaatan teknologi digital dan analitik data. Kajian ini menggunakan pendekatan Systematic Literature Review (SLR) dengan metode PRISMA yang melibatkan 59 artikel dari basis data Scopus, yang kemudian diseleksi menjadi 15 artikel berdasarkan kriteria inklusi seperti tahun terbit, jenis dokumen, dan relevansi topik dengan konteks Indonesia. Hasil sintesis menunjukkan bahwa literasi digital dan kemampuan analitik data berperan penting dalam mendorong inovasi produk bernilai tambah, efisiensi operasional, serta adaptasi terhadap pasar global. Selain itu, pengembangan SDM yang berorientasi digital dan kepemimpinan inovatif terbukti memperkuat implementasi strategi pemasaran berbasis teknologi. Sinergi antara pengembangan SDM dan strategi pemasaran digital menghasilkan organisasi yang adaptif, kreatif, serta memiliki daya saing berkelanjutan. Lebih jauh, kapabilitas pemasaran digital yang didukung oleh adopsi teknologi seperti Customer Relationship Management (CRM), media sosial, dan e-commerce mampu memperkuat posisi merek serta meningkatkan loyalitas pelanggan. Penelitian ini memberikan implikasi teoretis dengan memperkaya literatur tentang kapabilitas dinamis UMKM di era digital serta implikasi praktis berupa rekomendasi bagi pembuat kebijakan dan pelaku usaha dalam mengembangkan strategi literasi digital dan inovasi berbasis teknologi untuk memperkuat ketahanan bisnis di tingkat nasional dan global.

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