Implementasi Digital Marketing pada UMKM “Otak Otak Singapur” di Bengkalis

Jhonatan Jhonatan; Erma Domos

doi:10.59061/abdimasterapan.v3i2.1173

Authors

Jhonatan Jhonatan Politeknik Negeri Bengkalis
Erma Domos Politeknik Negeri Bengkalis

DOI:

https://doi.org/10.59061/abdimasterapan.v3i2.1173

Keywords:

Digital Marketing, SMES in Bengkalis, Social Media, STP Strategy, SWOT Analysis

Abstract

This Community Service activity aims to implement a digital marketing strategy for the Otak Otak Singapur SME in Bengkalis to expand market reach and increase product sales. The methods used include SWOT and STP analysis to assess the internal and external conditions of the business, as well as the implementation of digital marketing strategies through various platforms such as Instagram, Facebook, Google My Business, and the Maxim marketplace. Based on insight data analysis, the Instagram account reached 846 accounts with 81.8% new users, Facebook gained 546 active followers, Google My Business recorded 174 interactions, and Maxim played a key role in simplifying the ordering and product delivery process to consumers. The STP strategy focuses on targeting the youth segment and food enthusiasts, positioning the product as a unique and authentic grilled snack. The results of the activity show a significant increase in business visibility, customer interaction, and purchase interest. The contribution of this activity is the implementation of a data-driven digital marketing strategy that is effective, applicable, and sustainable, which can serve as a model for other SMEs facing business competition challenges in the digital era.

References

Afriani, D., & Nurhaliza, P. (2021). Pemanfaatan media sosial sebagai strategi pemasaran digital pada UMKM di era pandemi. Jurnal Ekonomi dan Bisnis Digital, 3(2), 101–112. https://doi.org/10.32734/jebd.v3i2.4567

APJII. (2023). Laporan survei internet APJII 2023. Asosiasi Penyelenggara Jasa Internet Indonesia.

Ardiansyah, R., & Saputro, H. (2020). Pengaruh digital marketing terhadap peningkatan penjualan UMKM kuliner di masa pandemi. Jurnal Manajemen dan Kewirausahaan, 22(1), 77–86.

Aswin, U. R., Gustina, I., & Dianti, P. (2023). Strategi digital marketing sebagai upaya meningkatkan penjualan UMKM pasca pandemi Covid-19. Jurnal Administrasi Bisnis Terapan, 4(1), 65–74.

Domos, E. (2017). Pengaruh motivasi siswa SMA terhadap pelajaran Bahasa Mandarin. Eksos, 13(1), 52–70.*

Fadhilah, S. (2024). Implementasi digital marketing melalui social media sebagai strategi pemasaran dalam meningkatkan volume penjualan pada pelaku UMKM pemula. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi. https://doi.org/10.31955/mea.v8i1.3947

Ginting, M. A., & Harahap, F. (2021). Optimalisasi penggunaan Instagram sebagai media promosi bagi pelaku UMKM. Jurnal Komunikasi dan Bisnis, 10(1), 23–33.

Hasibuan, L. (2019). Inovasi dan strategi digital marketing bagi UMKM di era industri 4.0. Jurnal Bisnis dan Teknologi, 6(2), 56–67.

Kurniawan, A., & Putri, N. (2022). Pengaruh strategi konten media sosial terhadap loyalitas pelanggan UMKM. Jurnal Ilmu Komunikasi, 17(3), 211–223.

Mahendra, A., & Syafitri, R. (2020). Analisis efektivitas penggunaan marketplace terhadap penjualan produk UMKM. Jurnal Ekonomi Kreatif, 5(1), 34–42.

Pratama, D., & Yuliani, S. (2023). Peran digital marketing dalam memperluas pasar UMKM di daerah pedesaan. Jurnal Ekonomi Digital dan Inovasi, 2(4), 88–98. https://doi.org/10.31002/jedi.v2i4.9032

Rahmawati, F., & Santoso, D. (2018). Pengaruh penggunaan media sosial terhadap kinerja pemasaran UMKM. Jurnal Manajemen dan Akuntansi, 9(2), 115–127.

Susanto, B., & Dewi, L. (2024). Digital branding strategy for culinary MSMEs to increase customer engagement. Journal of Digital Business and Innovation, 4(2), 145–158. https://doi.org/10.21009/jdbi.042.08

Tresnawati, Y., & Prasety, K. (2022). Strategi pemasaran digital dalam meningkatkan penjualan UMKM kuliner. Jurnal Pengembangan UMKM, 7(2), 112–120.

Winedar, M., Mulyaning, T., & Suprijati. (2022). Pelatihan digital marketing untuk peningkatan penjualan UMKM. Jurnal Pemberdayaan Masyarakat, 5(1), 45–53.