Pengembangan Kompetensi Digital Marketing Bagi Pelaku UMKM di Kelurahan Remu Selatan: Perspektif Manajemen SDM

Abstract

This study aims to determine the empirical condition of digital marketing competence among MSME actors in Sorong City and to analyze the effect of training on this competence in Kelurahan Remu Selatan. This causal associative quantitative research utilized a sample of 60 respondents selected through a purposive sampling technique. Primary data were collected using a Likert scale questionnaire and in-depth interviews, which were then analyzed using simple linear regression with SPSS software. The results showed that the digital marketing competence of MSME actors is currently still at a basic stage. The majority of business actors are dominated by the 40-50 years age group in the culinary sector, with 66.7% of respondents having never attended any training. Consequently, the use of technology is limited to personal communication (WhatsApp) and has not been utilized for market expansion strategies. The hypothesis test results proved that training has a positive and significant effect on the digital marketing competence of MSME actors, with a contribution of 32%. In conclusion, human resource development interventions through training programs are an absolute requirement for MSMEs to adapt to the digital economy ecosystem. This study recommends that local governments organize practical training programs that prioritize hands-on visual content creation.