Strategi Bisnis Digital Bipang Jangkar Pasuruan dalam Menghadapi Peluang dan Tantangan
DOI:
https://doi.org/10.69533/5wwmx641Keywords:
Transformasi digital, UMKM, bisnis digital, marketplace, digital marketing, fintech, Bipang JangkarAbstract
Perkembangan teknologi digital telah mengubah cara UMKM beroperasi, termasuk Bipang Jangkar, produsen camilan tradisional Pasuruan yang berdiri sejak 1949. Penelitian ini bertujuan memahami bagaimana perusahaan ini beradaptasi terhadap digitalisasi dan membedakan penerapan bisnis digital dengan perdagangan elektronik yang hanya berfokus pada transaksi. Studi ini menggunakan pendekatan kualitatif deskriptif dengan studi kasus, didukung wawancara mendalam, observasi, serta data primer dari 15 responden yang terdiri dari pemilik, staf pemasaran digital, pekerja produksi, dan konsumen online. Data sekunder seperti laporan penjualan dan aktivitas marketplace dipakai untuk memperkuat temuan. Analisis data dilakukan melalui teknik reduksi, penyajian, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa digitalisasi membuka peluang besar, terutama melalui perluasan pasar lewat marketplace, peningkatan efektivitas promosi berbasis media sosial, serta kemudahan transaksi dari layanan fintech. Meski begitu, perusahaan menghadapi hambatan seperti literasi digital yang masih rendah, biaya teknologi yang terus naik, dan ketergantungan pada algoritma platform. Implikasinya, keberhasilan transformasi digital Bipang Jangkar bergantung pada kemampuan manajemen menyeimbangkan inovasi teknologi dengan karakter tradisional produk. Dengan penguatan kapasitas sumber daya manusia, perusahaan berpotensi memperluas pasar nasional sambil mempertahankan identitas lokalnya di tengah kompetisi digital yang semakin ketat.
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