Peran Kolaborasi Bisnis Dan Digital Marketing Terhadap Kinerja Bisnis UMKM di Masa Pandemic Covid-19

Anis Marjukah, Jarot Prasetyo, Agung Setyabudi

Abstract

Abstrak

Artikel ini menjelaskan peran kolaborasi bisnis dan digital marketing terhadap kinerja bisnis UMKM. Era Industri 4.0 dan pandemi Covid-19, selain berdampak pada krisis kesehatan juga sangat berpengaruh terhadap ekonomi global maupun regional sepanjang tahun 2020 hingga tahun ini. Selain untuk menekan laju penyebaran Covid-19, pemerintah di setiap negara di dunia termasuk Indonesia terus melakukan mitigasi dan kolaborasi guna mempercepat pemulihan ekonomi. Usaha Mikro Kecil dan Menengah (UMKM), dalam sejarah perekonomian di Indonesia memiliki peran strategis. Di satu sisi UMKM menjadi sektor yang paling terpukul akibat pandemi, tetapi pelaku UMKM juga dituntut untuk segera beradaptasi dan melakukan tranformasi digital, kolaborasi bisnis untuk memenangkan persaingan. Survey ini telah dilakukan pada 112 pelaku UMKM di Propinsi Daerah Istimewa Yogyakarta (DIY). Teknik pengambilan sampel dilakukan dengan menggunakan simple random sampling, dengan menggunakan kuesioner terstuktur. Analisis data menggunakan pendekatan Structural Equation Modelling (SEM), dengan bantuan program LISREL. Hasil analisis menunjukkan bahwa kolaborasi bisnis dan digital marketing berpengaruh secara signifikan dan positif terhadap kinerja bisnis UMKM. Kinerja bisnis UMKM dapat dibangun dengan meningkatkan kolaborasi bisnis, serta penerapan digital marketing. Pengaruh yang kuat dari kolaborasi bisnis terhadap kinerja bisnis UMKM menunjukan bahwa kolaborasi bisnis merupakan variabel intervening  yang baik dalam hubungan antara digital marketing dengan kinerja bisnis UMKM. Implikasi praktis penelitian ini adalah perlunya penerapan digital marketing dan strategi kolaborasi bisnis bagi pelaku UMKM guna mempertahankan dan memenangkan persaingan yang semakin ketat di masa pandemi maupun di New Era.

Kata Kunci: Digital Marketing, Kolaborasi Bisnis, Kinerja Bisnis, UMKM

 

Abstract

This article explains the role of business collaboration and digital marketing on the business performance of MSMEs. The Era of Industry 4.0 and the Covid-19 pandemic, in addition to impacting the health crisis also greatly affect the global and regional economy throughout 2020 until this year. In addition to reducing the rate of spread of Covid-19, governments in every country in the world including Indonesia continue to mitigate and collaborate to accelerate economic recovery. Micro Small and Medium Enterprises (MSMEs), in the history of the economy in Indonesia has a strategic role. On the one hand MSMEs are the sectors hardest hit by the pandemic, but SMEs are also required to quickly adapt and transform digitally, business collaboration to win competition. This survey has been conducted on 112 MSMEs in Yogyakarta Special Region Province (DIY Sampling techniques are done using simple random sampling, using the most directed questionnaire. Data analysis uses the Structural Equation Modelling (SEM) approach, with the help of the LISREL program. The results of the analysis showed that business collaboration and digital marketing had a significant and positive effect on the business performance of SMEs. SMEs business performance can be built by increasing business collaboration, as well as the application of digital marketing. The strong influence of business collaboration on SMEs business performance shows that business collaboration is a good intervening variable in the relationship between digital marketing and SMEs business performance. The practical implication of this research is the need for the application of digital marketing and business collaboration strategies for MSMEs to maintain and win increasingly fierce competition in pandemic times and in the New Era.

Keywords: Digital Marketing, Business Collaboration, Business Performance, SMEs

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