PUTRI, ANISA RENIS WIDYA (2026) PERAN LITERASI EKONOMI DALAM PRAKTIK STRATEGI PEMASARAN DIGITAL (STUDI KASUS PADA PELAKU UMKM KELUARGA DI DESA KEDUNGGALAR TAHUN 2026). S1 thesis, Universitas PGRI Madiun.
![[img]](https://eprint.unipma.ac.id/style/images/fileicons/text.png) |
Text
HALAMAN DEPAN.pdf Download (587kB) |
|
Text
ABSTRAK.pdf Download (230kB) |
|
Text
BAB I.pdf Download (270kB) |
|
Text
BAB II.pdf Download (459kB) |
|
Text
BAB III.pdf Download (301kB) |
|
Text
BAB IV.pdf Restricted to Repository staff only Download (672kB) | Request a copy |
|
Text
BAB V.pdf Restricted to Repository staff only Download (259kB) | Request a copy |
|
Text
BAB VI.pdf Download (219kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (229kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository staff only Download (4MB) | Request a copy |
Abstract
The low level of economic literacy among rural MSME actors hinders the optimalization of digital marketing, even though access to technology is already available. This study aims to describe: (1) MSME actors’ understanding of economic literacy in business management; (2) the practice of digital marketing strategies; (3) the role of family members in supporting digital marketing; (4) supporting and inhibiting factors in the implementation of digital marketing; and (5) the experiences of MSME actors in integrating family economic literacy with business sustainability. This research uses a qualitative approach with a case study design. The data sources are 17 family MSME actors in Kedunggalar Village, Kedunggalar Subdistrict, Ngawi Regency. Data were collected through in-depth interviews, direct observation, and documentation. Data analysis follows the interactive model of Miles, Huberman, and Sendana, involving data reduction, data display, and conclusion drawing. The validity of the data was tested through triangulation of sources, techniques, and time. The results show: (1) the economic literacy capacity of MSME actors is shaped through the inheritance of family economic values and direct experience, not solely from formal education; (2) digital marketing practices are still very simple and spontaneous, dominated by the use of WhatsApp without content planning or customer response analysis; (3) family involvement is divided into three patterns: active, supportive, and minimal; (4) the main supporting factors are the existing customer base and ease of smartphone access, while the main obstacles are limited time, technical skills, and fluctuations in raw material prices; (5) two business sustainability orientation patterns were found: a development orientation among actors with structured finances, and a survival orientation among those with unstructured finances.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Literasi ekonomi; strategi pemasaran digital; UMKM keluarga Economic literacy; digital marketing strategies; family MSMEs |
| Subjects: | A Social Sciences > HF Commerce A Social Sciences > HM Sociology L Education > LB Theory and practice of education |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi |
| Depositing User: | WIDYA RENIS ANISA |
| Date Deposited: | 28 Jul 2026 03:36 |
| Last Modified: | 28 Jul 2026 03:36 |
| URI: | http://eprint.unipma.ac.id/id/eprint/8013 |
Actions (login required)
 |
View Item |
