STRATEGI PEMASARAN PRODUK MELALUI SISTEM PRE-ORDER PADA UMKM
Abstract
Artikel ini mengkaji strategi pemasaran produk UMKM melalui sistem pre-order dengan tiga sorotan, yaitu promosi dan media digital, praktik pre-order, serta kaitan antara strategi pemasaran dan kepercayaan serta keputusan beli konsumen. Pendekatan yang dipakai ialah kajian literatur naratif atas sebelas artikel jurnal yang terbit pada 2021–2026. Temuan menunjukkan bahwa promosi lewat platform dan media sosial berhubungan dengan jangkauan serta penjualan UMKM. Pre-order dinilai dapat membantu mengatur permintaan, menekan stok berlebih, dan menaikkan kepuasan pelanggan selama prosedur pemesanan disampaikan secara jelas. Kepercayaan, persepsi risiko, dan nilai yang dirasakan konsumen berkaitan dengan keputusan pembelian. Karena bukti kuantitatif mengenai dampak pre-order terhadap penjualan masih minim, penelitian empiris lanjutan masih dibutuhkan.
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