PERAN DIGITALISASI PEMASARAN DALAM MENINGKATKAN KEMANDIRIAN EKONOMI: PERSPEKTIF PEREMPUAN PELAKU USAHA MIKRO
DOI:
https://doi.org/10.31849/8jhdbh49Keywords:
Digitalisasi pemasaran, Kemandirian ekonomi, usaha mikro perempuan, fenomenologi interpretatifAbstract
Pemasaran digital menawarkan peluang baru bagi usaha mikro. Namun, hanya sekitar 30% pengusaha mikro perempuan di Indonesia yang memanfaatkan platform digital secara optimal. Studi ini bertujuan untuk menganalisis peran pemasaran digital dalam meningkatkan kemandirian ekonomi pengusaha mikro perempuan di Kota Bandung. Pendekatan kualitatif dengan metode Interpretative Phenomenological Analysis (IPA) digunakan untuk mengeksplorasi pengalaman delapan partisipan yang dipilih secara purposif dari sektor kuliner, fesyen, dan kerajinan tangan. Data dianalisis menggunakan analisis tematik Braun dan Clarke. Temuan menunjukkan bahwa platform digital sederhana seperti WhatsApp, Instagram, dan TikTok memfasilitasi perluasan pasar dan pertumbuhan pendapatan. Meskipun menghadapi tantangan seperti beban rumah tangga dan keterbatasan literasi digital, fleksibilitas teknologi memungkinkan perempuan mengelola usaha mereka secara mandiri. Disimpulkan bahwa pemasaran digital berperan sebagai katalisator dalam mewujudkan kemandirian ekonomi yang bersifat interdependen (saling terhubung, bukan individualistis). Rekomendasi strategis yang diajukan meliputi penyediaan pelatihan digital berbasis platform populer yang disesuaikan dengan keterbatasan waktu perempuan dan fasilitasi integrasi logistik antarpulau.
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