TRANSFORMASI PERILAKU KONSUMEN DI ERA DIGITAL: STUDI DAN IMPLIKASI UMKM SAMBAL DEDE SATOE
DOI:
https://doi.org/10.35794/jmbi.v10i3.50505Abstract
Abstract. Productive endeavors owned by individuals or businesses within the micro, small, and medium-sized scope are referred to as micro, small, and medium enterprises (MSMEs). In the era of digitalization, MSMEs are compelled to adapt to digital technology in their business operations, as well as changes in business practices and consumer behavior. Sambal Dede Satoe is one of the MSMEs that was initiated in 2011, producing various types of chili sauce. It is essential to recognize changes in consumer behavior in the digital era. The purpose of this research is to understand how consumer behavior has changed for Sambal Dede Satoe and how online media is utilized to sustain its business. The research method employed is qualitative, using data triangulation for validity, with primary data obtained through questionnaires and secondary data from the Sambal Dede Satoe website. The research results indicate that there are four factors influencing the transformation of consumer behavior in the digital era: product information sources, product purchasing mechanisms, satisfaction levels, and sales levels. The implications of the transformation in consumer behavior necessitated Sambal Dede Satoe to make changes in various aspects of their business, particularly in digital marketing strategies, to enhance product sales and business sustainability.
Abstrak. Usaha produktif yang dimiliki perorangan maupun badan usaha dengan lingkup mikro, kecil dan menengah disebut Usaha Mikro, Kecil, dan Menengah (UMKM). Pada era digitalisasi, UMKM dituntut beradaptasi terhadap teknologi digital dalam operasional usahanya, demikian pula cara berbisnis dan perilaku konsumen mengalami perubahan. Sambal Dede Satoe merupakan salah satu UMKM yang dirintis sejak tahun 2011 dengan produksi aneka sambal, perlu mengenali perubahan perilaku konsumen-nya di era digitalisasi. Tujuan penelitian ini adalah mengetahui bagaimana perubahan perilaku konsumen Sambal Dede Satoe serta pemanfaatan media online yang diterapkan guna mempertahankan bisnisnya. Metode penelitian yang digunakan adalah metode kualitatif dengan teknik keabsahan triangulasi data, sedangkan data yang digunakan adalah data primer melalui kuesioner serta data sekunder melalui website Sambal Dede Satoe. Hasil penelitian menunjukkan bahwa ada empat faktor yang mempengaruhi transformasi perilaku konsumen di era digital yaitu sumber informasi produk, mekanisme pembelian produk, tingkat kepuasan, dan tingkat penjualan. Implikasi dari transformasi perilaku konsumen yang terjadi menuntut Sambal Dede Satoe melakukan perubahan di berbagai aspek bisnis khususnya pada strategi pemasaran digital guna peningkatan penjualan produk dan keberlanjutan usaha.
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