OPTIMALISASI PEMASARAN TRADISIONAL DAN DIGITAL DALAM MENINGKATKAN KINERJA PEMASARAN UMKM KAKI LIMA DI KOTAMOBAGU
DOI:
https://doi.org/10.22437/jmk.v15i02.57939Abstract
Abstrak
Penelitian ini bertujuan menganalisis optimalisasi pemasaran tradisional dan digital dalam meningkatkan kinerja pemasaran UMKM kaki lima di Kotamobagu. Penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam, observasi, dan dokumentasi terhadap sepuluh pelaku UMKM kaki lima. Hasil penelitian menunjukkan bahwa pemasaran tradisional melalui lokasi strategis, promosi langsung, hubungan personal, dan word-of-mouth tetap menjadi fondasi utama pembentukan kepercayaan dan pembelian ulang. Pemasaran digital melalui WhatsApp, Facebook, Instagram, dan marketplace sederhana berfungsi memperluas jangkauan promosi, mempercepat komunikasi, dan membantu penerimaan pesanan. Integrasi keduanya membentuk strategi pemasaran hibrida yang meningkatkan pelanggan, efektivitas promosi, pembelian ulang, dan keberlanjutan usaha. Penelitian ini menegaskan pentingnya strategi digital yang sederhana, bertahap, dan berbasis relasi lokal.
Kata kunci: pemasaran tradisional; pemasaran digital; pemasaran hibrida; kinerja pemasaran; UMKM kaki lima
Abstract
This study analyzes the optimization of traditional and digital marketing in improving the marketing performance of street-vendor MSMEs in Kotamobagu. A descriptive qualitative approach was employed through in-depth interviews, field observations, and documentation involving ten street-vendor MSME owners. The findings show that traditional marketing, including strategic location, direct promotion, personal relationships, and word-of-mouth, remains the main foundation for trust and repeat purchases. Digital marketing through WhatsApp, Facebook, Instagram, and simple marketplace channels complements traditional practices by expanding promotional reach, accelerating communication, and supporting order management. Their integration forms a hybrid marketing strategy that improves customer growth, promotional effectiveness, repeat purchases, and business sustainability. The study highlights the relevance of simple, gradual, and locally embedded digital strategies for micro-level enterprises.
Keywords: traditional marketing; digital marketing; hybrid marketing; marketing performance; street-vendor MSMEs
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