Review Pelanggan & Strategi Pemasaran Digital Sebagai Duet Maut Peluang UMKM Di Era E-Commerce
DOI:
https://doi.org/10.46975/qzd31b56Keywords:
Digital Marketing, E-commerce, MSME, Customer Review, Competitiveness, Business StrategyAbstract
The development of digital technology has driven significant changes in people's consumption patterns, with e-commerce becoming a major pillar in the world of commerce. However, although e-commerce provides great opportunities for MSMEs in Indonesia, many businesses still do not optimally understand digital marketing strategies and customer review management to improve competitiveness. Previous studies have examined these two aspects separately, but there are still few that discuss their synergy in improving MSME opportunities in the e-commerce era. This study uses a quantitative method with a survey approach to 107 MSME players in Bandung. Data were collected through questionnaires and analyzed using multiple linear regression to test the relationship between digital marketing, customer reviews, and MSME opportunities. The results show that digital marketing strategies have a significant effect on MSME opportunities, especially in expanding market reach and increasing brand visibility. In addition, positive customer reviews increase consumer trust and influence purchasing decisions, which ultimately impact MSME competitiveness. The implications of this study suggest that MSMEs need to adopt effective digital marketing strategies and optimally manage customer reviews to improve competitiveness. This research contributes to the study of business administration, especially in digital marketing and customer management. However, the research scope is limited to MSMEs in Bandung, so future research is recommended to expand the geographical coverage and explore other factors that may affect the effectiveness of digital marketing and customer reviews.
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