The Role of Business Assistance in Digital Marketing Strategies to Increase MSME Sales Volume in East Lampung: A SWOT and QSPM Approach
(A Case Study of Bank BTPN Syariah Customers)
##plugins.themes.EpsilonTheme.article.main##
Erio Rega Mayhisya*
Febriyanto
Nani Septiana
Micro, Small, and Medium Enterprises (MSMEs) are required to continuously adapt to utilize digital technology, but many MSMEs face limitations in knowledge and resources. This research examines the role of business mentoring by Bank BTPN Syariah in enhancing the digital capabilities of MSMEs owners and its contribution to increasing sales, as well as formulating appropriate strategies that can be used by MSMEs owners in East Lampung. This research uses descriptive quantitative method. The analysis was conducted using the SWOT approach to identify internal and external factors, and QSPM to formulate effective strategies. The research results show that BTPN Syariah’s mentoring contributes to increasing digital marketing knowledge and has an impact on the increase in sales volume. Based on the SWOT and QSPM analysis, MSMEs in East Lampung are positioned in Quadrant I with a Grow and Build development strategy, where the suitable strategies are Market Development Strategy, Innovation-Based Strategy, and Market Penetration Strategy.
Amanda, A., & Ridho, W. F. (2023). Peran Pendamping Pada Pentingnya Strategi Pemasaran UMKM Nasabah BTPN Syariah. Jurnal Pengabdian Pada Masyarakat Indonesia, 2(3), 86–92. https://doi.org/10.55542/jppmi.v2i3.694
Amin, M., Gohar, M., & Ali, I. (2025). Impact of digital transformation on SME’s marketing performance: role of social media and market turbulence. Discover Sustainability, 6(1), 378. https://doi.org/10.1007/s43621-025-01228-3
Annisa, S. (2023). Analisis Strategi Pemasaran Perumahan pada PT. Meka Asia Properti [Universitas Muhammadiyah Mataram]. https://repository.ummat.ac.id/7378/
Atikah, N. (2021). Analisis Strategi Pemasaran Menggunakan Metode SWOT dan QSPM (Studi Kasus: Restoran Ramen Aboy). Jurnal MEBIS (Manajemen Dan Bisnis), 6(1), 88–99. https://doi.org/10.33005/mebis.v6i1.208
Bobsaid, A. A., & Saputro, E. A. (2022). Pendampingan Strategi Pemasaran UMKM Desa Giripurno Melalui Digital Marketing. Jurnal Ilmiah Pangabdhi, 8(2), 57–61. https://doi.org/10.21107/pangabdhi.v8i2.14365
Fitriani, F., Kurniawan, A., & Walimah, S. (2021). Strategi Pemasaran Kedai Kopi “Cofee Et Bien” Kota Metro-Lampung. Derivatif : Jurnal Manajemen, 15(1), 21–28. https://doi.org/10.24127/jm.v15i1.573
Hadziq, M. F., & Nafis, M. C. (2017). Implikasi pendampingan mitra usaha kecil menengah (Studi pendekatan melalui pelatihan laporan keuangan sederhana). Jurnal Middle East and Islamic Studies, 4(15), 251–265. https://repository.uinjkt.ac.id/dspace/handle/123456789/54600
Haerawan, H., & Magang, Y. H. (2019). Analisis SWOT dalam Menentukan Strategi Pemasaran Alat Rumah Tangga di PT Impressindo Karya Steel Jakarta-Pusat. Jurnal Ilmiah Manajemen Dan Bisnis, 5(2), 175–189. https://doi.org/10.22441/jimb.v5i2.6833
Jaludallasa, S. R., & Hariyadi, G. T. (2023). Analisis SWOT dan QSPM Untuk Menentukan Strategi Terbaik (Studi Pada Coffee And Social Space Ideologis). Innovative: Journal Of Social Science Research, 3(5), 2283–2296. https://j-innovative.org/index.php/Innovative/article/view/4701
Kurniawan, E., Nofriadi, N., & Maharani, D. (2021). Sosialisasi Digital Marketing Dalam Upaya Peningkatan Penjualan Produk UMKM. Jurnal Pemberdayaan Sosial Dan Teknologi Masyarakat, 1(1), 31–36. https://doi.org/10.54314/jpstm.v1i1.542
Landjohou, G., & Christopher, E. (2026). The Impact of DigitalMarketing on Small and Medium Enterprises (SMEs) Growth: A Systematic Review. International Journal on Recent Trends in Business and Tourism, 10(1), 1–18. https://doi.org/10.31674/ijrtbt.2026.v010i01.001
Maq, M. M. (2022). Program Pendampingan Kewirausahaan Kecil Menengah pada Usaha Makanan Ringan di Desa Leuwimunding. Jurnal Pengabdian Masyarakat Bestari, 1(6), 493–498. https://doi.org/10.55927/jpmb.v1i6.1295
Maulidasari, C. D. (2020). Dampak pemasaran online di era Covid-19. Jurnal Bisnis Dan Kajian Strategi Manajemen, 4(2), 233–245. https://doi.org/10.35308/jbkan.v4i2.2620
Nabilla, A. G., & Tuasela, A. (2021). Strategi Pemasaran dalam Upaya Meningkatkan Pendapatan pada Diva Karaoke Rumah Bernyanyi di Kota Timika. Jurnal Kritis (Kebijakan, Riset Dan Inovasi), 5(2), 21–40. https://ejournal.stiejb.ac.id/index.php/jurnal-kritis/article/view/178
Parlindungan, N. S., & Tamburian, H. H. D. (2020). Analisis Komunikas Pemasaran pada Wirausahawan di Jakarta Dalam Menarik Minat Beli Konsumen. Prologia, 4(1), 34. https://doi.org/10.24912/pr.v4i1.6424
Pradiani, T. (2018). Pengaruh Sistem Pemasaran Digital Marketing terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 11(2), 46–53. https://doi.org/10.32812/jibeka.v11i2.45
Prayudi, I., Wisnubroto, P., & Susetyo, J. (2019). Analisis Strategi Pemasaran Eva Boutique dengan Metode SWOT dan QSPM. Jurnal Rekavasi: Jurnal Rekasaya Dan Inovasi Teknik Industri, 7(2), 33–40.
Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suriani, N., Risnita, & Jailani, M. S. (2023). Konsep Populasi dan Sampling Serta Pemilihan Partisipan Ditinjau Dari Penelitian Ilmiah Pendidikan. Jurnal IHSAN : Jurnal Pendidikan Islam, 1(2), 24–36. https://doi.org/10.61104/ihsan.v1i2.55
Suwarto, Suryadi, & Putri, H. Z. N. (2024). Analisis Strategi Pemasaran Dengan Menggunakan Metode SWOT Dan QSPM Dalam Upaya Meningkatkan Volume Penjualan (Studi Pada Endorfin Coffee Di Kecamatan Metro Timur). Jurnal Manajemen DIVERSIFIKASI, 4(1), 143–154. https://doi.org/10.24127/diversifikasi.v4i1.3333
Yanto, H. A., & Nugraha. (2022). Perancangan Strategi Pemasaran Menggunakan Metode QSPM di Café X Indramayu. Jurnal Riset Teknik Industri, 2(1), 65–72. https://doi.org/10.29313/jrti.v2i1.947
