Meningkatkan daya saing UMKM melalui integrasi Resource Based View (RBV) dan digital marketing
Tinjauan literatur empiris
DOI:
https://doi.org/10.60036/jbm.801Keywords:
Resource-Based View (RBV), Digital Marketing, Daya Saing, UMKMAbstract
Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam perekonomian Indonesia, namun kerap menghadapi tantangan persaingan, terutama di era digital. Penelitian ini bertujuan untuk menganalisis integrasi Resource-Based View (RBV) dan strategi pemasaran digital dalam meningkatkan daya saing UMKM. Metode penelitian menggunakan studi literatur dari berbagai kajian empiris yang relevan dengan variabel RBV, digital marketing, dan keunggulan bersaing UMKM. Teknik analisis data menerapkan sintesis naratif dan tematik dengan cara menyimpulkan serta mengkategorikan temuan dari berbagai literatur. Hasil penelitian menunjukkan bahwa integrasi RBV dan strategi pemasaran digital dapat meningkatkan daya saing UMKM melalui pemanfaatan sumber daya internal yang khas serta penerapan strategi pemasaran digital yang tepat. RBV menekankan pentingnya sumber daya internal sebagai fondasi keunggulan bersaing, sementara pemasaran digital memungkinkan UMKM memperluas jangkauan pasar dengan lebih efisien. Dengan demikian, penggabungan kedua pendekatan ini menjadi strategi penting dalam meningkatkan daya saing UMKM di era digital.
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