Penerapan Teknologi Pemasaran dan Literasi Pemasaran pada Akselerasi Penetrasi Pasar

Rizky Aditya, M. Arief Setia Budi

Abstract


This study aims to analyze the effect of the implementation of marketing technology and marketing literacy on the acceleration of market penetration among Micro, Small, and Medium Enterprises (MSMEs) in Banda Aceh. The main focus of this research is to examine extent to which the utilization of digital technology and the level of marketing understanding can enhance market reach and business competitiveness in the digital era. The population of this study consists off MSME in Banda Aceh. The sample comprises of 120 respondents selected using a purposive sampling technique, with the criteria that the business actors have utilized digital marketing technologies such as social media, marketplaces, and other online platforms in their marketing activities. The data analysis methods employed include descriptive analysis to describe the characteristics of respondents and research variables, and inferential analysis using multiple linear regression to examine both partial and simultaneous effects of independent variables on dependent variable, processed using SPSS software. The results indicate that the implementation of marketing technology has a positive and significant effect on the acceleration of market penetration. This is reflected in the increased consumer reach, promotional effectiveness, and ease of access to product information by consumers. Marketing literacy also shows a positive and significant effect, indicating that business actors’ understanding of marketing strategies, market segmentation, and consumer behavior enhances their ability to penetrate a broader market. Simultaneously, marketing technology and marketing literacy contribute significantly to improving market penetration among MSMEs in Banda Aceh. In conclusion, the combination of digital technology utilization and improved marketing literacy is a crucial factor in supporting the acceleration of market penetration. Therefore, continuous efforts from various stakeholders are needed to enhance the capacity of MSME’s through training and assistance in the field of digital marketing.

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References


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DOI: https://doi.org/10.37598/jsi.v5i1.2705

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