PEMASARAN KEWIRAUSAHAAN MELALUI E-COMMERCE UNTUK MENINGKATKAN KINERJA UMKM
DOI:
https://doi.org/10.24127/jm.v13i2.395Abstract
UMKM dalam kondisi globalisasi dengan tingginya persaingan serta diberlakukannya Masyarakat Ekonomi Asean (MEA) diharapkan mampu menjadi peluang untuk memanfaatkan kebijakan regional ASEAN, dalam rangka mengembangkan pasar. Untuk itu UMKM harus mampu menghadapi berbagai tantangan dengan cara meningkatkan inovasi produk dan jasa, pengembangan sumber daya manusia dan teknologi serta pemasaran. Hal ini merupakan masalah mendasar bagi pengusaha kecil.Aspek penting dari pemasaran ini diteliti dalam konteks usaha kewirausahaan untuk melihat bagaimana teori pemasaran sesuai dengan praktek kewirausahaan. Di era globalisasi dengan perkembangan teknologi informasi diperlukan pengembangan pemasaran kewirausahaan yang mampu menjangkau seluruh konsumen dipenjuru dunia, yaitu melalui internet marketing. Makalah konseptual ini bertujuan untuk menjawab pertanyaan terkait dengan penelitian empiris yang telah dilakukan peneliti, berdasarkan tinjauan pustaka dan hasil penelitian dilapangan. Hal ini menunjukan bahwa e-commerce mampu meningkatkan hubungan antara pemasaran kewirausahaan terhadap kinerja UMKM.
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Kata Kunci : Pemasaran Kewirausahaan, E-Commerce, Kinerja, UMKM
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