Digitalisasi Pemasaran Melalui Media Sosial Marketing Guna Meningkatkan Pendapatan Dan Daya Saing Di Era Ekonomi Digital

Dharmawan, Rifki Praditya and , Suyatmin Waskito Adi, Drs., M.Si. (2026) Digitalisasi Pemasaran Melalui Media Sosial Marketing Guna Meningkatkan Pendapatan Dan Daya Saing Di Era Ekonomi Digital. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the role of marketing digitalization through social media marketing in increasing income and competitiveness in the digital economy era. The research was conducted on students participating in the Wirausaha Merdeka program at Universitas Muhammadiyah Surakarta. The background of this study is based on the rapid development of digital technology that has shifted marketing patterns from conventional methods to digital approaches, particularly through the utilization of social media as a promotional and sales platform. This research employs a qualitative approach with data collection techniques including observation, interviews, and documentation. The data were analyzed descriptively to 1 illustrate the implementation of digital marketing strategies carried out by students during the Wirausaha Merdeka program. The results show that marketing digitalization through social media has a positive impact on increasing income and business competitiveness. The use of social media platforms expands market reach, enhances customer engagement, and fosters innovation in promotional strategies, such as live streaming and creative content. In addition, students gain practical experience in managing digital-based businesses, which improves their entrepreneurial competencies. In conclusion, marketing digitalization through social media is an effective strategy to increase income and competitiveness in the digital economy era. Therefore, entrepreneurs, especially student entrepreneurs, are encouraged to continuously develop their digital marketing skills in order to compete in an increasingly competitive market.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Marketing Digitalization, Social Media Marketing, Income, Competitiveness
Subjects:	H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HD Management, Business and Labor > Management > Promosi > Promosi Online
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Akuntansi
Depositing User:	RIFKI PRADITYA DHARMAWAN
Date Deposited:	16 May 2026 03:47
Last Modified:	16 May 2026 03:47
URI:	http://eprints.ums.ac.id/id/eprint/145440

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