Strategi Optimalisasi Digital Marketing Sebagai Media Pemasaran Pada Bisnis Bakery
DOI:
https://doi.org/10.30640/abdimas45.v2i1.1319Keywords:
Digital Marketing, Optimization, MSME, SWOT Analysis, IE MatrixAbstract
Marketing has a fairly large role in life because marketing deals with various aspects, especially in the economic field. Digital marketing is a way for someone to market their business products via the internet. The purpose of this activity is to carry out digital marketing optimization strategy with one of the MSMEs in Cerme Kidul Village, Gresik Regency, namely Sweety Bakery. Sweety Bakery is a business engaged in the retail sector by selling several types of bread and cakes including eclairs, donuts, sweet breads and tarts. The method used in this activity is interviews, literature studies, and direct assistance activities. Data analysis performed using SWOT analysis and IE Matrix. The results from this study are to find out the formulation alternative marketing development strategies for UMKM Sweety Bakery, (1) Maintaining product prices and quality to strengthen good relations with consumers, (2) Maintaining product prices and quality by increasing innovation in products according to patterns public interest, (3) Increasing optimal product marketing to increase bakery business opportunities in Gresik Regency, (4) Increasing optimal product marketing so that it can compete with competitors who are already using digital marketing. The activity of implementing digital marketing as a marketing strategy for Sweety Bakery has also succeeded in improving the quality of content publication which can increase the number of impressions from several social media accounts that Sweety Bakery already has.
References
Amelia, P., & Miftahurrohmah, B. (2020). Dinamika Umkm Di Gresik - Jawa Timur Pada Perkembangan Era Digital Dengan Pendekatan Sistem Dinamik. Jurnal Tekno Kompak, 14(1), 17. https://doi.org/10.33365/jtk.v14i1.532
Arfan, N., & Hasan, H. A. (2022). Penerapan Digital Marketing dalam Upaya Peningkatan Pendapatan Usaha Mirko Kecil dan Menengah. Iltizam Journal of Shariah Economic Research, 6(2), 212–224.
Diskopukm (2019). Dinas Koperasi UKM. Available at : https://diskopukm.jatimprov.go.id/
Farliana, N., Murniawaty, I., & Wangiyanti, T. (2022). Strategi Pengembangan Pemasaran Usaha Olahan Nanas: Pendekatan Analisis SWOT dan Matriks IFAS-EFAS. Jurnal DIMENSI, 11(2), 386–405.
Fawzi, M. G. H., Iskandar, A. S., Erlangga, H., Nurjaya, & Sunarsi, D. (2022). STRATEGI PEMASARAN Konsep, Teori dan Implementasi. In Pascal Books. http://repository.ibs.ac.id/id/eprint/4973
Kilay, A. L., Simamora, B. H., & Putra, D. P. (2022). The Influence of E-Payment and E-Commerce Services on Supply Chain Performance: Implications of Open Innovation and Solutions for the Digitalization of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 119. https://doi.org/10.3390/joitmc8030119
Kumalasari, S., & Hidayat, R. (2021). Strategi Pemasaran Kosmetik Pada Toko Gadjah Mada Untuk Meningkatkan Penjualan. Jurnal Syntax Transformation, 2(5), 2721-2769
Lestari, N. I., & Ramadani, M. (2022). Strategi Pemasaran Produk Umkm Melalui Penerapan Digital Marketing (Studi Kasus Umkm Di Serang, Banten). Jurnal Keuagan Umum Dan Akuntansi Terapan, 4(2), 8.
Putri, S. S. (2022). Digital Marketing Sebagai Optimalisasi Strategi Pemasaran Wirausaha Muda “ Clothing PRJBus ” Dalam Meningkatkan Omset Bisnis UMKM. JURNAL LUGAS, 6(2), 65–72.
Tikno, & Amelia, P. (2019). Measuring the moderating effect of age, gender and educational level on UMKM go digital program. AIP Conference Proceedings, 2097(April). https://doi.org/10.1063/1.5098273
Makhfudi Iskandar Zulkarnain, & Sembiring, R. S. R. (2022). Optimalisasi Digital Marketing Guna Peningkatan Daya Beli. Jurnal Pengabdian Masyarakat Formosa, 1(2), 101–108.
