Analisis Pengambilan Keputusan Dalam Kendala di UMKM Es Teh Tali Pinggir di Kota Karawang
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Abstract
This study aims to analyze how micro, small, and medium-sized enterprises (MSMEs) make decisions to develop their business income by utilizing digital promotion strategies. Data collection was carried out through field observations, direct interviews with business owners, and literature reviews to enrich the theoretical understanding underlying these practices. The results of the study revealed that the majority of MSME owners showed an optimistic attitude and strong belief that they could rise and increase their business income by implementing the right digital strategies. However, one of the challenges identified is the need to enhance MSME owners' skills and knowledge in digital marketing. Although MSME owners are aware of the importance of online promotion, they still require a deeper understanding of how to optimize digital platforms such as social media, websites, or marketplaces to introduce their products to a wider audience. This research emphasizes the importance for MSME owners to master various digital marketing techniques to improve their competitiveness, especially in this digital era.
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References
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