<![CDATA[Abstrak:Ada dua permasalahan dalam penelitian ini yaitu seberapa besar interaksi para pelaku usaha kecil dan menengah (UMKM) di Lombok terhadap media pada kegiatan digitalisasi marketing menurut analisis Media Equation Theory dan seberapa efektifkah digitalisasi marketing para pelaku usaha kecil dan menengah (UMKM) di Lombok dalam pendekatan analisis Media Equation Theory. Untuk menjawab pertanyaan tersebut, peneliti menggunakan metode kualitatif dengan pendekatan analisis media equation theory untuk dapat menelaah interaksi para pelaku usaha kecil dan menengah (UMKM) di Lombok terhadap media pada kegiatan digitalisasi marketing menurut analisis Media Equation Theory dan mengetahui prosentase keefektifan digitalisasi marketing para pelaku usaha kecil dan menengah (UMKM) di Lombok dalam pendekatan analisis Media Equation Theory, peneliti menggunakan subjek penelitian para UMKM Lombok yang mengikuti kelas Gapura Digital dan Womenwill di Lombok pada tanggal 24 Agustus 2019 untuk didapatkan hasil prosentase pada indikator yang telah ditentukan dengan memberikan link questioner yang dijawab secara online, sehingga hasil penelitian dapat langsung diketahui secara akurat. Abstract:There are two problems in this research, Which are how big is the interaction of small and medium enterprises (UMKM) in Lombok using the media in marketing digitalization activities according to the Media Equation Theory analysis and how effective is the marketing digitalization of small and medium entrepreneurs (UMKM) in Lombok in the approach Media Equation Theory analysis. To answer this question, researcher used a qualitative method with a media equation theory analysis approach to be able to examine the interaction of small and medium-sized businesses (UMKM) in Lombok to the media on marketing digitalization activities according to the Media Equation Theory analysis and find out the percentage of the effectiveness of marketing digitalization of small business and medium enterprises (UMKM) in Lombok in the Media approach Equation Theory analysis, researcher used research subjects of the UMKM of Lombok whose took the Gapura Digital and Womenwill classes in Lombok on August 24, 2019 to obtain the percentage results on the indicators that have been determined by providing a questioner link answered online, so that research results can be immediately known accurately]]>
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