IMPLIKASI DIGITAL MARKETING DAN LITERASI EKONOMI SYARIAH DALAM MENINGKATKAN PENDAPATAN PELAKU INDUSTRI KECIL DAN MENENGAH DI PROVINSI LAMPUNG MELALUI E-COMMERCE

WAHYU, PRAMANA (2022) IMPLIKASI DIGITAL MARKETING DAN LITERASI EKONOMI SYARIAH DALAM MENINGKATKAN PENDAPATAN PELAKU INDUSTRI KECIL DAN MENENGAH DI PROVINSI LAMPUNG MELALUI E-COMMERCE. Masters thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Digital marketing dianggap salah satu faktor yang mampu meningkatkan kenaikan pendapatan bagi pelaku IKM di Provinsi Lampung melalui e-commerce. Namun, kebanyakan orang tidak melek ekonomi dan tidak terbiasa dengan konsep ekonomi maka akan berdampak pada pendapatan mereka. Dengan adanya transformasi dukungan digital marketing di imbangi dengan dukungan literasi ekonomi akan mampu meningkatkan pendapatan bagi pelaku IKM. Dalam penelitian ini, peneliti menggunakan istilah literasi ekonomi syariah. Penelitian ini merupakan penelitian yang menggunakan pendekatan kualitatif. Teknik pengumpulan data yang digunakan adalah wawancara dan observasi. Informan yang digunakan sebanyak 12 pelaku IKM di Provinsi Lampung. Hasil wawancara menunjukkan bahwa, seluruh informan sebanyak 12 pelaku IKM menggunakan digital marketing dan sudah menerapkan literasi ekonomi syariah. Seluruh pelaku IKM mengakui adanya peningkatan pendapatan dengan menggunakan digital marketing berdasarkan literasi ekonomi syariah. Hanya saja, ada beberapa pelaku IKM yang lebih fokus melayani konsumen yang membeli secara offline dalam skala besar. Kata Kunci : Digital Marketing, Literasi Ekonomi Syariah, IKM ii iv ABSTRACT Digital marketing is considered one of the factors that can increase the increase in income for Small and Medium Industries in Lampung Province through e-commerce. However, most people are not economic literate and are not familiar with economic concepts it will have an impact on their income. With the transformation of digital marketing support, balanced with the support of economic literacy, it will be able to increase income for Small and Medium Industry In this study, researchers used the term Islamic economic literacy. This research is a research that uses a qualitative approach. Data collection techniques used are interviews and observation. The informants used were 12 Small and Medium Industry in Lampung Province. The results of the interview show that all of the informants as many as 12 Small and Medium Industries use digital marketing and have implemented Islamic economic literacy. All Small and Medium Industry players acknowledge an increase in income by using digital marketing based on sharia economic literacy. However, there are several Small and Medium Industry players who are more focused on serving consumers who buy offline on a large scale. Keywords : Digital Marketing, Sharia Economic Literacy and Small and Medium Industry

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