KEPEMIMPINAN WIRAUSAHA DAN PEMASARAN DIGITAL DALAM EKONOMI PASCA-MODERN: DEKONSTRUKSI FAKTOR-FAKTOR KEBERHASILAN

Choirul Anam, Iva Khoiril Mala, Mesra Surya Ariefin

Abstract

Penelitian ini mengeksplorasi hubungan antara kepemimpinan wirausaha dan pemasaran digital dalam konteks ekonomi pasca-modern yang berkembang pesat. Latar belakang penelitian ini menekankan peran penting kepemimpinan kewirausahaan dalam memanfaatkan pemasaran digital untuk mencapai kesuksesan dalam lingkungan bisnis yang semakin digital dan kompetitif. Tujuan dari penelitian ini adalah untuk mengidentifikasi dan menguraikan faktor-faktor kunci yang berkontribusi terhadap keberhasilan para pemimpin wirausaha dalam memanfaatkan teknologi digital untuk mendorong pertumbuhan dan inovasi dalam organisasi. Penelitian ini mengadopsi paradigma post-modern, menggunakan dekonstruksi sebagai metodologinya, menantang asumsi-asumsi tradisional dan mengungkap dinamika kekuasaan dalam ekonomi post-modern yang terus berkembang. Penelitian ini mengkaji transformasi kepemimpinan dan pemasaran yang dipengaruhi oleh kemajuan teknologi dan perubahan perilaku konsumen. Kepemimpinan saat ini ditandai dengan desentralisasi, kolaborasi, dan kemampuan beradaptasi, sementara pemasaran bergeser ke arah personalisasi dan keterlibatan konsumen yang lebih dalam. Teknologi memainkan peran penting dalam mendukung upaya kepemimpinan dan pemasaran dengan menyediakan alat untuk inovasi dan manajemen data. Organisasi yang sukses adalah organisasi yang dapat beradaptasi dengan perubahan ini, menumbuhkan budaya yang mendukung kolaborasi dan responsif terhadap penekanan konsumen yang semakin meningkat pada nilai-nilai sosial dan inklusivitas.

Keywords

Kepemimpinan wirausaha, pemasaran digital, ekonomi pasca-modern.

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DOI: http://dx.doi.org/10.47686/bbm.v11i1.732

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