Perancangan Strategi Digital Marketing untuk Meningkatkan Promosi UMKM Ubay Singkong Keju
DOI:
https://doi.org/10.55606/jurrsendem.v4i2.6989Keywords:
consumer behavior, digital marketing, market dynamics, MSME marketing strategy, small business challengesAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the economy by creating jobs, reducing poverty, and contributing to the Gross Domestic Product (GDP). However, many MSMEs still struggle to market their products effectively. Limited capital, workforce, and access to promotional media lead them to rely on conventional methods such as print advertising, with minimal use of digital platforms. These limitations hinder their ability to reach wider markets and compete effectively at both local and national levels. Furthermore, differences in approach between MSMEs and large companies influence their marketing strategies. MSMEs often prioritize social networks and personal relationships over structured and systematic marketing plans. As a result, traditional methods are insufficient to face increasing competition and shifts in consumer behavior. Therefore, research was conducted on more innovative, creative, and adaptive marketing strategies for Ubay Singkong Keju MSMEs so that they could survive and thrive amid the ever-changing market dynamics.
Downloads
References
Adilase, B. P., A, M. K., & Subrata, G. (2022). Pengenalan digital marketing bagi pelaku usaha UMKM di wilayah Desa Jembrak Kecamatan Pabelan Kabupaten Semarang. Jurnal Pengabdian Masyarakat Waradin. https://doi.org/10.56910/wrd.v2i2.294
Akhfan, E. S., & Khoirotunnisa, F. (2023). Pendampingan digital marketing dan rebranding produk UMKM “Opak Gapit.” Jurnal Pengabdian Masyarakat Nusantara. https://doi.org/10.57214/pengabmas.v5i3.327
Bima, H., Maulana, H., Ghofar, A., Rahmatullah, I., Sarwono, A. H., Alam, A., Liana, Z., & Putri. (2023). Pendampingan digital marketing, branding dan rebranding sebagai upaya pengembangan brand UMKM Desa Musir Lor. Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia. https://doi.org/10.58192/karunia.v2i2.986
Herdiyani, S., Safa’atul Barkah, C., Auliana, L., & Sukoco, I. (2022). Peranan media sosial dalam mengembangkan suatu bisnis: Literature review. Jurnal Administrasi Bisnis, 18(2), 103–121. https://doi.org/10.26593/jab.v18i2.5878.103-121
Mashadi, M., & Munawar, A. (2021). Pendampingan pengembangan kemasan produk bagi UMKM Kota Bogor. Jurnal Abdimas Dedikasi Kesatuan, 2(1), 115–120. https://doi.org/10.37641/jadkes.v2i1.1402
Maulana Putra, F., Hilal, S., Negeri Raden Intan Lampung, I., & Lampung, B. (2024). Analisis implementasi strategi marketing mix pada usaha kuliner Seafood Brother Lampung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2). https://doi.org/10.31955/mea.v8i2.4270
Maxentia, C., Paolo, C. C., Daud, S., & Tanuhardja, F. (2025). Strategi pemasaran dalam penerapan digital marketing pada kewirausahaan UMKM kuliner: Studi kasus pada “Bakso dan Mie Ayam Mami Inung” di Rajabasa, Bandar Lampung. Jurnal EMT KITA. https://doi.org/10.35870/emt.v9i1.3485
Nabila, I. N. I., Sari, A. S. A., Suningsih, S., & Bursan, R. B. R. (2023). Persepsi konsumen terhadap aktivitas social media marketing di e-commerce industry. Jurnal Marketing, 6(2), 159–170.
Novi Yanti Sandra Dewi, P., Nurhayati, M., & Muanah, M. (2023). Buku panduan digital marketing.
Octaviana, E., Zahara, Z., Ponirin, P., & Farid, F. (2024). Peran content marketing Instagram sebagai strategi menumbuhkan brand awareness pada usaha Springhsop_Plw. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 289–304. https://doi.org/10.31955/mea.v8i3.4432
Pendahuluan, I. (2023). 967-Article Text-3521-1-10-20221206. Jurnal Ilmiah, 6*(1), 674–681.
Pratama, S., Aditywan, O., & Fathurrizky, A. (2023). Perancangan desain kemasan sebagai media promosi produk kuliner tradisional. Jurnal Kajian Pariwisata, 5(1), 11–19. https://doi.org/10.51977/jiip.v5i1.1086
Rifani, M., Amalia Rosyada, F., Uchtiat Suhita, S., Ekonomi dan Bisnis Islam, F., & Pekalongan, I. (n.d.). Pengaruh media sosial dalam strategi pemasaran produk pada usaha mikro kecil dan menengah (UMKM). Jurnal Ilmiah Ekonomi dan Bisnis, 1(2).
Sulaksono, J. (2020). Peranan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) Desa Tales Kabupaten Kediri. Gema Jurnal, 4, 41–47. https://doi.org/10.29407/gj.v4i1.13906
Wahdaniah, I., Toni, A., & Ritonga, R. (2020). Makna logo Dinas Penerangan Tentara Nasional Indonesia Angkatan Laut. Warta ISKI, 3(1), 67–74. https://doi.org/10.25008/wartaiski.v3i01.57
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Riset Rumpun Seni, Desain dan Media
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
