Implementasi Digital Marketing pada UMKM Ucu Ema di Bengkalis

Hanim Inayati; Muhammad Arif; Andri Nofiar.Am

doi:10.59061/abdimasterapan.v3i2.1179

Authors

Hanim Inayati Politeknik Negeri Bengkalis
Muhammad Arif Politeknik Negeri Bengkalis
Andri Nofiar.Am Politeknik Negeri Bengkalis

DOI:

https://doi.org/10.59061/abdimasterapan.v3i2.1179

Keywords:

Bengkalis, Digital Marketing, MSMEs, STP, SWOT

Abstract

The purpose of this community service project is to implement a digital marketing strategy for Ucu Ema MSMEs in Bengkalis by applying the STP approach (segmenting, targeting, and positioning) and conducting a SWOT analysis (strengths, weaknesses, opportunities, threats). This activity also aims to identify challenges faced in digital marketing and provide appropriate solutions to improve business competitiveness. The method used consists of three main stages: preparation, implementation, and reporting of the community service activities. The results show a significant improvement in digital marketing performance through various social media platforms such as WhatsApp, Instagram (@umkm_ucuemaa), Facebook (Umkm Ucu Ema), and the Shopee marketplace (umkm_ucu_ema). This improvement has positively impacted sales and customer reach. The main challenge encountered was understanding the type of content preferred by the audience. The implemented solution involved adjusting content strategies according to user trends and preferences, making promotions more engaging and effective, and ultimately increasing consumer interest in Ucu Ema MSMEs products.

References

Arif, M., Hadi, L., & Sartika, N. (2024). Inovasi desain kemasan produk UMKM binaan PT. Pertamina Hulu Rokan untuk meningkatkan daya saing dan ekspansi pasar. Tanjak: Jurnal Pengabdian Kepada Masyarakat, 5(1), 52–57. https://doi.org/10.35314/3r2je576

Badan Pusat Statistik. (2022). Statistik UMKM Indonesia 2022. Jakarta: Badan Pusat Statistik.

Hendrawan, A., Sucahyowati, H., & Indriyani, R. (2019). Digital marketing sebagai strategi pemasaran UMKM di era industri 4.0. Jurnal Pengabdian Kepada Masyarakat, 3(2), 56–65.

Kementerian Koperasi dan UKM Republik Indonesia. (2021). Perkembangan data usaha mikro, kecil, dan menengah (UMKM) tahun 2021. Kementerian Koperasi dan UKM Republik Indonesia.

Kementerian Koperasi dan UKM Republik Indonesia. (2022). Laporan tahunan perkembangan UMKM di Indonesia. Kementerian Koperasi dan UKM Republik Indonesia.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Pradiani, T. (2018). Pengaruh sistem pemasaran digital marketing terhadap peningkatan volume penjualan hasil industri rumahan. Jurnal Ilmiah Bisnis dan Ekonomi Asia, 12(2), 46–53. https://doi.org/10.32812/jibeka.v11i2.45

Putri, D. A., & Santoso, I. (2020). Pemanfaatan media sosial sebagai strategi pemasaran digital UMKM kuliner. Jurnal Ekonomi dan Bisnis Digital, 5(1), 21–30.