Kepercayaan Diri Kewirausahaan, Penguatan Merek Lokal, Dan Efektivitas Pemasaran Digital Pada Umkm F&B Di Kota Tangerang
DOI:
https://doi.org/10.61079/jkemi.v4i1.191Keywords:
kepercayaan diri, branding lokal, pemasaran digital, UMKM F&B, daya saingAbstract
Penelitian ini bertujuan menganalisis peran kepercayaan diri pelaku UMKM, kesadaran merek, dan adopsi pemasaran digital dalam meningkatkan efektivitas branding dan pemasaran digital serta daya saing UMKM makanan dan minuman (F&B) di Kota Tangerang. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan Structural Equation Modeling (SEM) berbasis AMOS dan dilengkapi wawancara mendalam untuk memperkaya interpretasi. Data kuantitatif diperoleh dari 350 pelaku UMKM F&B yang telah menjalankan usaha sekurang-kurangnya dua tahun, sedangkan data kualitatif diperoleh dari 10 informan kunci. Hasil menunjukkan bahwa kepercayaan diri berpengaruh positif terhadap efektivitas branding (β=0,42; p=0,001), kesadaran merek berpengaruh positif terhadap efektivitas branding (β=0,55; p<0,001), dan adopsi digital berpengaruh positif terhadap efektivitas pemasaran digital (β=0,61; p<0,001). Selanjutnya, efektivitas branding berpengaruh terhadap daya saing (β=0,49; p=0,002), sedangkan efektivitas pemasaran digital juga berpengaruh positif terhadap daya saing (β=0,36; p=0,005). Model menunjukkan kecocokan yang baik berdasarkan nilai CMIN/DF=2,11, GFI=0,92, CFI=0,95, TLI=0,94, dan RMSEA=0,056. Temuan menegaskan pentingnya penguatan kapasitas branding dan pemasaran digital yang disertai pendampingan berkelanjutan untuk meningkatkan daya saing UMKM F&B di Tangerang.
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