Jurnal Publikasi STMIK Pontianak

Peran Pemanfaatan Data Konsumen dalam Meningkatkan Omzet UMKM di Era Digital: Studi Kasus pada UMKM Kalimantan Barat

Abstrak

This study aims to analyze the role of consumer data management in increasing the revenue of micro, small, and medium enterprises (MSMEs) in West Kalimantan Province. A total of 50 MSME entrepreneurs from various sectors—including culinary, fashion, handicrafts, and beauty products—participated as respondents through Likert-scale questionnaires and semi-structured interviews facilitated by the Cooperative Office on Jl. Dr. Soetomo, Pontianak. The findings indicate that consumer data utilization has a positive and significant effect on revenue growth, with the most influential aspects being data-driven promotion and customer record management. Conversely, digital device usage and consumer behavior analysis remain relatively underdeveloped. These results highlight that digital literacy and systematic consumer data management are essential factors in supporting digital transformation and enhancing MSME competitiveness. The study recommends strengthening collaboration between the government, higher education institutions, and MSME actors to improve data management capabilities as a foundation for strategic business decision-making.

Kata Kunci: Consumer Data, Digital Literacy, Digital Marketing, MSMEs, Revenue