Analisis Kebutuhan Pelaku UMKM Desa terhadap Platform Pemasaran Produk Lokal Berbasis Peta dan Logistik Kolaboratif

Abstract

Digital marketing for village products has become a strategic need for rural MSMEs to expand market access, increase product visibility, and strengthen the local economy. However, rural MSME actors still face several challenges, including limited digital promotion, the absence of integrated business location information, weak distribution coordination, and unstable internet connectivity. This study aims to analyze the needs of rural MSME actors for a map-based local product marketing platform integrated with collaborative logistics as a foundation for developing GeoDesaConnect. This research employed a descriptive qualitative approach and was conducted in Lerep Village, Sumogawe Village, and Bergas Kidul Village, Semarang Regency. Informants were selected through purposive sampling, consisting of MSME actors, village officials, BUMDes managers, tourism awareness groups, and MSME facilitators. Data were collected through in-depth interviews, observation, and documentation studies, then analyzed using thematic analysis. The findings indicate that rural MSME actors need a platform that can provide product catalogs, map business locations, support market location recommendations, facilitate distribution coordination, and remain accessible under limited internet connectivity. The study concludes that GeoDesaConnect should be developed as a contextual, adaptive, inclusive, and user-need-based platform to support marketing, spatial mapping, collaborative logistics, and sustainable local economic development in rural areas.

Abstrak

Digitalisasi pemasaran produk desa menjadi kebutuhan strategis bagi pelaku UMKM desa untuk memperluas akses pasar, meningkatkan visibilitas produk, dan memperkuat ekonomi lokal. Namun, pelaku UMKM desa masih menghadapi kendala berupa keterbatasan promosi digital, belum terintegrasinya informasi lokasi usaha, lemahnya koordinasi distribusi, serta keterbatasan konektivitas internet. Penelitian ini bertujuan menganalisis kebutuhan pelaku UMKM desa terhadap platform pemasaran produk lokal berbasis peta dan logistik kolaboratif sebagai dasar pengembangan GeoDesaConnect. Penelitian menggunakan pendekatan kualitatif deskriptif dengan lokasi di Desa Lerep, Desa Sumogawe, dan Desa Bergas Kidul, Kabupaten Semarang. Informan dipilih secara purposive, meliputi pelaku UMKM, perangkat desa, BUMDes, pokdarwis, dan pendamping UMKM. Data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumentasi, kemudian dianalisis menggunakan analisis tematik. Hasil penelitian menunjukkan bahwa pelaku UMKM desa membutuhkan platform yang mampu menyajikan katalog produk, memetakan lokasi usaha, mendukung rekomendasi lokasi pasar, memfasilitasi koordinasi distribusi, serta tetap dapat digunakan pada kondisi jaringan terbatas. Kesimpulannya, GeoDesaConnect perlu dikembangkan sebagai platform yang kontekstual, adaptif, inklusif, dan berbasis kebutuhan riil pengguna, sehingga mampu mendukung pemasaran, pemetaan spasial, logistik kolaboratif, serta penguatan ekonomi lokal desa secara berkelanjutan.