Strategi Komunikasi Digital untuk Meningkatkan Visibilitas UMKM Perempuan: Studi Kasus Kota Padang
Abstract
Women's participation in Indonesia's economy has long been a key focus, with over 60 percent of MSMEs managed by women. While digitalization and its impact on MSME performance in Padang City have been widely studied, research specifically addressing effective digital communication strategies remains limited. This study aims to provide comprehensive insights into effective digital communication approaches to enhance the marketing performance of women-owned MSMEs in Padang. The analysis focuses on the types of digital platforms used, the nature of messages conveyed, and patterns of interaction with customers through social media, websites, and e-commerce platforms. The methodology involves primary data collection through in-depth interviews and surveys, along with secondary data on MSME profiles. Data analysis employs multivariate regression to examine the influence of multiple independent variables on dependent variables simultaneously. The findings reveal that strategies involving social media and online advertising are particularly effective in boosting MSME visibility on digital platforms. Meanwhile, the use of websites combined with online advertisements is more effective in driving traffic to MSME websites.
References
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Widia, E., & Octafia, S. M. (2023). The role of social capital for the development of women ’ s enterprises : A case study of MSMEs in Padang City. 13(2), 219–230.
Zahiroh, M. Y. (2022). Peluang Dan Tantangan Transformasi Digital Umkm Di Indonesia Pasca Pandemi Covid-19. Jounal of Economics and Social Sciences (JESS), 1(2), 124–133.
Baruah, T. D. (2012). Effectiveness of Social Media as a tool of communication and its potential for technology enabled connections: A micro-level study. International Journal of Scientific and Research Publications, 2(5), 1–10. https://doi.org/ISSN 2250-3153
Bolton, A., Murray, M., & Fluker, J. (2017). Transforming the workplace: Unified communications & collaboration usage patterns in a large automotive manufacturer. Proceedings of the Annual Hawaii International Conference on System Sciences, 2017-Janua, 5470–5479. https://doi.org/10.24251/hicss.2017.661
Bordi, L., Okkonen, J., Mäkiniemi, J. P., & Heikkilä-Tammi, K. (2018). Communication in the digital work environment: Implications for wellbeing at work. Nordic Journal of Working Life Studies, 8(Specialissue3), 29–48. https://doi.org/10.18291/njwls.v8iS3.105275
Chaffey, D., & Smith, P. (2019). Digital Marketing Excellence. In Sustainability (Switzerland) (Vol. 11, Issue 1). http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Dubbelink, S. I., Soria, C. H., & Constantinides, E. (2021). Social media marketing as a branding strategy in extraordinary times: Lessons from the covid‐19 pandemic. Sustainability (Switzerland), 13(18). https://doi.org/10.3390/su131810310
Fianto, A. Y. A., & Andrianto, N. (2022). Sustainable tourism development from the perspective of digital communication. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 6(1), 110–125. https://doi.org/10.25139/jsk.v6i1.3648
Ibrahim, F., Mandjusri, A., & Shambodo, Y. (2024). Communication Resilience in Enhancing Branding of SME Products: Implementation of Information Technology as a Strategic Innovation. Jurnal Minfo Polgan, 13(1), 373–381. https://doi.org/10.33395/jmp.v13i1.13672
Lacarcel, F. J., & Huete, R. (2023). Digital communication strategies used by private companies, entrepreneurs, and public entities to attract long-stay tourists: a review. International Entrepreneurship and Management Journal, 19(2), 691–708. https://doi.org/10.1007/s11365-023-00843-8
Lukonga, I. (2020). Harnessing Digital Technologies to Promote SMEs and Inclusive Growth in the MENAP Region IMF Working Paper Middle East and Central Asia Department Harnessing Digital Technologies to Promote SMEs and Inclusive Growth in the Middle East, North Africa, Afgha. Wp/20/135 .
Mukherji, S., & Arora, N. (2017). Digital Communication: Easing Operational Outcomes in the Workplace. Procedia Computer Science, 122, 1084–1091. https://doi.org/10.1016/j.procs.2017.11.477
Mulyana, A. P., & Muhammad Irfan. (2024). Digital Communication in Improving Competitiveness of Productive Local MSME Businesses in New Digital Media. International Journal of Sustainable Social Science (IJSSS), 2(2), 125–132. https://doi.org/10.59890/ijsss.v2i2.1675
Prayudi, M. A., Vijaya, D. P., & Ekawati, L. P. (2019). What drives MSME performance? The role of gender, operational aspects, and social environment. Journal of Contemporary Accounting, 1(2), 65–84. https://doi.org/10.20885/jca.vol1.iss2.art1
Preston, P., Kerr, A., & Cawley, A. (2009). Innovation and Knowledge in the Digital Media Sector. Information, Communication & Society, 12(7), 994–1014. https://doi.org/10.1080/13691180802578150
Priyowidodo, G., Wijayanti, C. A., & Vidyarini, T. N. (2021). Digital-Based Media Organization Communication Strategy: An Ethnomethodology Study. Jurnal Studi Komunikasi Dan Media, 25(1), 1. https://doi.org/10.31445/jskm.2021.3272
Roy, S., & Manna, S. (2014). Women in Entrepreneurship : Issues of Motivation and Choice of Business. Journal of Entrepreneurship and Management, 3(2), 1–8.
Rustan, A. S. (2021). Digital Communication and Social Media Interaction to Improve the Academic Quality of Islamic Higher Education Lecturers. Journal of Social Studies Education Research, 12(4), 144–169.
Setianti, Y., Suroso, Heri Aji Setiawan, Achiruddin Siregar, & Darmawan. (2024). Pengaruh Kualitas Pelayanan, Komunikasi Pemasaran dan Kepercayaan Terhadap Loyalitas Pelanggan. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1404–1410. https://doi.org/10.35870/jemsi.v10i2.2332
Widia, E., & Octafia, S. M. (2021). Women MSMEs in a Time of Crisis : Assessment of Challenges and Opportunities. Budapest International Research and Critics Institute (BIRCI-Journal) : Humanities and Social Sciences, 5, 24509–24518.
Widia, E., & Octafia, S. M. (2022). Eksistensi UMKM Perempuan Di Masa Krisis: Kajian Tantangan dan Peluang di Kota Tangah Kota Padang. Journal of Applied Business and Economic (JABE), 9, 111–126. https://journal.lppmunindra.ac.id/index.php/JABE/article/view/14622
Widia, E., & Octafia, S. M. (2023). The role of social capital for the development of women ’ s enterprises : A case study of MSMEs in Padang City. 13(2), 219–230.
Zahiroh, M. Y. (2022). Peluang Dan Tantangan Transformasi Digital Umkm Di Indonesia Pasca Pandemi Covid-19. Jounal of Economics and Social Sciences (JESS), 1(2), 124–133.
Published
2025-06-30
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