Influence Technological Innovation, Social Media & Marketing Increasing Productivity and Growth Jakarta's UMKM

Abstract

The growth and sustainability of DKI Jakarta's micro, small, and medium enterprises (UMKM) in the current digital era is greatly influenced by their ability to utilize technological innovation, social media, and effective, interactive, and creative marketing strategies. This research aims to study the effect of using technological innovation, social media and creative, interactive and effective marketing media on the productivity and growth rate of UMKM in DKI Jakarta. This case study was conducted on Jakarta residents, and data was collected through a questionnaire survey. The results of the analysis show that DKI Jakarta UMKM that are successful in utilizing the latest technology and integrating it into their daily operations experience a significant increase in productivity and business growth. The use of apps, interactive marketing on social media and product and service innovation are key factors that support the success of this study. This research makes an important contribution in understanding the role of technology, marketing media and social media in supporting DKI Jakarta UMKM. The implication of the findings of this research is the importance of training and mentoring in assisting DKI Jakarta UMKM in developing their digital skills. In addition, cooperation with e-commerce platforms and the use of interactive marketing strategies also need to be improved.