Penerapan E-Commerce untuk Peningkatan Pemasaran UMKM Ikan Asin

Authors

  • Amelia Ramadhani Keliat Universitas Islam Negeri Sumatera Utara Author
  • Cathryne Universitas Islam Negeri Sumatera Utara Author
  • Irsyad El Hamdi Ginting Universitas Islam Negeri Sumatera Utara Author
  • Wa Ode Jeslin Universitas Negeri Medan Author

DOI:

https://doi.org/10.65230/pembina.v1i2.105

Keywords:

E-commerce, UMKM, Pemasaran digital, Ikan asin, Adopsi teknologi

Abstract

UMKM ikan asin masih bergantung pada pasar tradisional yang memiliki keterbatasan akses, kapasitas ruang, serta fluktuasi jumlah pengunjung sehingga menghambat perluasan pasar dan pertumbuhan penjualan. Kondisi tersebut menunjukkan perlunya strategi pemasaran digital yang lebih efektif. Penelitian ini bertujuan menganalisis penerapan e-commerce sebagai solusi peningkatan jangkauan pemasaran UMKM ikan asin. Metode penelitian menggunakan pendekatan survei dengan penyebaran kuesioner kepada pelaku UMKM di wilayah pesisir. Data dianalisis secara deskriptif untuk menilai tingkat adopsi e-commerce, kendala implementasi, serta dampak awal digitalisasi terhadap proses pemasaran. Hasil penelitian menunjukkan bahwa UMKM yang telah memanfaatkan platform seperti Shopee dan Tokopedia mengalami peningkatan visibilitas produk, efisiensi promosi, dan perluasan segmentasi konsumen. Namun, sebagian UMKM masih menghadapi hambatan berupa rendahnya literasi digital dan keterbatasan infrastruktur teknologi. Penelitian ini menyimpulkan bahwa e-commerce berpotensi memberikan dampak signifikan terhadap peningkatan daya saing UMKM ikan asin, dengan catatan diperlukan dukungan pendampingan teknologi dan pelatihan berkelanjutan agar adopsi e-commerce dapat berjalan optimal.

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Published

2025-11-30

Issue

Vol. 1 No. 2 (2025): November 2025

Section

Articles

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Copyright (c) 2025 Amelia Ramadhani Keliat, Cathryne, Irsyad El Hamdi Ginting, Wa Ode Jeslin (Author)

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Keliat, A. R., Cathryne, Ginting, I. E. H., & Jeslin, W. O. (2025). Penerapan E-Commerce untuk Peningkatan Pemasaran UMKM Ikan Asin. Jurnal Pembina, 1(2), 82-92. https://doi.org/10.65230/pembina.v1i2.105

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