Peranan Teknologi Pemasaran dalam Meningkatkan Penetrasi Pasar: Sebuah Kajian Holistik di Kota Banda Aceh

Abstract

This study examines the role of marketing technology in enhancing market penetration among business actors in Banda Aceh City. The independent variable in this study is marketing technology, while the dependent variable is market penetration. The objective of this study is to analyze the effect of marketing technology on increasing market penetration among micro, small, and medium enterprises (MSMEs) in Banda Aceh. The research population consists of all MSME actors who utilize digital technology in their marketing activities in Banda Aceh City. The sample comprised 130 respondents selected using a purposive sampling technique based on specific criteria, namely business actors who actively use digital media, such as social media, marketplaces, or other online marketing platforms, in their business operations. This study employed a quantitative approach using a survey method through the distribution of questionnaires as the data collection instrument. The results of the study indicate that marketing technology has a positive and significant effect on market penetration. The utilization of marketing technology has proven to expand consumer reach, increase promotional effectiveness, accelerate access to product information, and assist business actors in reaching broader market segments. In addition, the use of digital technology also enhances business competitiveness amid increasingly competitive market developments. The implications of this study suggest that business actors in Banda Aceh need to optimize the utilization of marketing technology through innovative and adaptive digital marketing strategies in order to strengthen market penetration, increase the number of customers, and create long-term business sustainability.