E-READINESS UMKM SURABAYA DALAM PEMANFAATAN PEMASARAN DIGITAL MELALUI E-PEKEN

Abstract

UMKM are an important part of the economy of a country or region. The Surabaya government created digitalization through "E-Peken" to help the community market their superior UMKM products. However, there are still many micro-business actors in Surabaya who do not understand the digital marketing system. Therefore, this study aims to analyze the existing problems in order to expand the scope of marketing of UMKM in Surabaya through the implementation of the use of E-Peken digital marketing. This study is a quantitative descriptive study with a survey method. The sample of this study was 95 respondents of UMKM actors in the city of Surabaya with a Non-probability sampling technique. The results of this study conclude that the e-readiness or digital readiness of UMKM in Surabaya in utilizing E-Peken is still less than optimal, especially in the indicators of IT knowledge education, experience of participation in IT projects, and the attitude of the owner. Although the indicators of experience in using IT and readiness to partner with the government in digital marketing are quite good, there is still a need for increased management support in utilizing digital technology. Thus, training, monitoring, evaluation, and government commitment are needed to support UMKM in implementing this E-Peken.