Sinergi Strategi Pemasaran Digital Dan Kebijakan Publik Dalam Meningkatkan Daya Saing UMKM Kuliner Di Denpasar
DOI:
https://doi.org/10.37385/msej.v7i2.10261Keywords:
Pemasaran Digital; Kebijakan Publik; Daya Saing; UMKM; KulinerAbstract
UMKM kuliner di Indonesia menghadapi persaingan yang semakin ketat, sehingga diperlukan strategi pemasaran dan dukungan kebijakan yang mampu meningkatkan daya saing usaha. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan kebijakan publik terhadap daya saing UMKM kuliner di Kota Denpasar. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling dan melibatkan 55 pelaku UMKM kuliner. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linear berganda untuk menguji pengaruh parsial dan simultan antarvariabel. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap daya saing UMKM. Hal ini menunjukkan bahwa pemanfaatan media sosial, marketplace, serta pengelolaan konten digital mampu memperluas akses pasar dan memperkuat citra usaha. Kebijakan publik juga berpengaruh positif dan signifikan terhadap daya saing, yang berarti bahwa pelatihan, akses pembiayaan, dan infrastruktur yang disediakan pemerintah berperan dalam meningkatkan kapasitas adaptif pelaku usaha. Secara simultan, digital marketing dan kebijakan publik memberikan pengaruh yang lebih kuat terhadap daya saing UMKM dibandingkan jika keduanya berjalan terpisah. Temuan ini menegaskan pentingnya integrasi strategi pemasaran digital dengan dukungan kebijakan yang responsif dan berkelanjutan. Sinergi keduanya menjadi kunci dalam memperkuat posisi kompetitif dan keberlanjutan UMKM kuliner di tengah dinamika pasar yang terus berubah.
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