TRANSFORMASI RISET PEMASARAN DALAM ERA DIGITAL: MEMAHAMI DATA ANALISIS DAN TEHNOLOGI DALAM PENGAMBILAN KEPUTUSAN (STUDI PADA UKM PENGGUNA PLATFORM DIGITAL UNTUK PASAR)

Abstract

The digital era has provided significant opportunities for Small and Medium Enterprises (SMEs) to enhance efficiency and competitiveness through digital transformation, including market research. This study aims to explore how Indonesian SMEs utilize digital platforms such as Google Trends, Facebook Insights, and e-commerce marketplaces to analyze consumer behavior, market trends, and customer preferences. Using a qualitative approach with a case study method, data were collected through in-depth interviews with SMEs actively using digital platforms for over a year. The findings reveal that adopting digital technologies offers significant benefits, including better understanding of consumer needs, improved marketing strategies, and revenue increases of up to 20–30%. However, SMEs also face challenges such as low digital literacy, limited resources, and difficulties integrating data into business decision-making processes. This study highlights the importance of government support through digital literacy training and affordable access to technology to accelerate digital adoption among SMEs. Digital transformation is proven to be not only a competitive tool but also a strategic necessity for SMEs to thrive in an increasingly dynamic market.