Dampak Adopsi Digital Marketing Terhadap Kinerja Usaha Mikro dan Kecil Industri Makanan di Indonesia

Abstract

Perkembangan teknologi digital dan meningkatnya pengguna internet di Indonesia membuka peluang besar bagi Usaha Mikro dan Kecil (UMK), khususnya sektor industri makanan untuk mengembangkan pemasarannya melalui digital marketing. Namun, tingkat adopsi internet oleh UMK tergolong rendah. Tujuan penelitian ini adalah menganalisis pengaruh karakteristik pelaku usaha dan karakteristik usaha terhadap keputusan adopsi digital marketing pada usaha mikro dan kecil industri makanan di Indonesia. Data yang digunakan adalah data sekunder Survei Industri Mikro dan Kecil (IMK) tahun 2023. Metode analisis meliputi regresi logistik biner dan Propensity Score Matching (PSM). Hasil penelitian ini menunjukkan bahwa faktor yang berpengaruh signifikan terhadap keputusan UMK industri makanan dalam mengadopsi digital marketing adalah jenis kelamin, umur pelaku usaha, tingkat pendidikan, pelatihan, inovasi, klasifikasi skala usaha, umur usaha, dan lokasi usaha. Selain itu, adopsi digital marketing terbukti memiliki dampak positif signifikan terhadap kinerja usaha yang diukur melalui penerimaan, biaya, dan keuntungan.

The development of digital technology and the increasing number of internet users in Indonesia has opened up great opportunities for Micro and Small Enterprises (MSEs), particularly in the food industry sector, to expand their marketing through digital marketing. However, the rate of internet adoption among MSEs remains relatively low. The purpose of this study is to analyze the influence of business owner characteristics and business characteristics on the decision to adopt digital marketing among micro and small enterprises in the food industry in Indonesia. The data used are secondary data from the 2023 Micro and Small Industry (MSI) Survey. The analytical methods include binary logistic regression and Propensity Score Matching (PSM). The results of this study indicate that the factors that significantly influence the decision of food industry MSEs to adopt digital marketing are gender, business owner age, education level, training, innovation, business scale classification, business age, and business location. Furthermore, the adoption of digital marketing is proven to have a significant positive impact on business performance as measured through revenue, costs, and profit.