TRANSFORMASI PEMASARAN LAYANAN UMKM MELALUI INOVASI DAN TEKNOLOGI DIGITAL DI KOTA MEDAN
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Abstract
The objective of this study is to analyze the utilization of innovation and technology in the marketing of MSME services in the city of Medan, as well as to identify the main challenges faced by business owners in order to enhance competitiveness in the digital age. This study focuses on the shift in marketing strategies from conventional methods toward an approach based on customer relationships, service experiences, and the use of digital media. This study employs qualitative methods and a descriptive approach through in-depth interviews, limited observation, and documentation of SME operators in the service sector in Medan City who have incorporated technological elements into their marketing activities. The findings indicate that the use of social media, instant messaging apps, customer reviews, and digital payments can expand market reach, accelerate communication, and enhance customer loyalty when supported by consistent service innovations. However, uneven digital literacy, time constraints, and weak promotion evaluation remain major obstacles. The conclusion of this study is that the success of SME service marketing is determined not only by technology adoption but also by the ability to integrate technology with service quality and customer trust as a source of sustainable competitive advantage.
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