Optimalisasi Pemasaran Produk Melalui Penggunaan Digital Marketing Pada Produk Makanan Ringan Tumpi Di Desa Lerep Kabupaten Semarang
DOI:
https://doi.org/10.30640/cakrawala.v2i4.1897Keywords:
Marketing Optimization, Digital Marketing, Tumpi Snack Products in Lerep Village Semarang RegencyAbstract
It is hoped that the community's creativity in managing Tumpi Snack Food Products MSMEs in Lerep Village, Semarang Regency will be able to become an independent and capable community in order to improve the community's economy to address the problem of poverty. According to researchers' opinions and observations, village community empowerment is closely related to community participation in implementing the work program. The roles carried out in mutual cooperation with the village government in order to empower the community through MSMEs include participatory cooperation with plans carried out according to existing regional potential, utilizing all village potential to maintain the sustainability of development areas and developing village potential so that the village community has power or empowerment of its population. This type of research is descriptive research. The approach used is a qualitative approach and a conceptual approach. The data source used is secondary data. Data analysis was carried out descriptively qualitatively. Conclusions were drawn using a deductive method, namely drawing conclusions from general to specific, especially those related to the research topic, namely Optimizing MSME Product Marketing Through the Use of Digital Marketing on Tumpi Snack Food Products in Lerep Village, Semarang Regency. This research resulted in findings that since it was declared as the souvenir center of the Lerep Tourism Village, Karang Bolo is synonymous with Tumpi and Tempe Kripik. Tumpi and tempe kripik are very attached to Karang Bolo village because Tumpi and tempeh kripik are snack foods produced by most of the residents. this hamlet. The process of making tempeh chips and various other chips in Karang Bolo village, from the initial stage to the final stage, is still done traditionally, including the frying method which still uses a wood-fired stove. It is hoped that the community's creativity in managing MSMEs will be able to become an independent and capable community in order to improve the community's economy to address the problem of poverty. According to researchers' opinions and observations, village community empowerment is closely related to community participation in implementing the work program. The roles carried out in mutual cooperation with the village government in order to empower the community through MSMEs include participatory cooperation with plans carried out according to existing regional potential, utilizing all village potential to maintain the sustainability of development areas and developing village potential so that the village community has power or empowerment of its population.
References
Amalina, “Pengaruh Social Media Marketing Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening (Studi pada Followers Twitter Mizone @Mizoneid),” J. Ilmu Manaj., vol. 04, pp. 1–21, 2016.
Andriani, “Potensi Pengembangan Agrowisata Berbasis Komunitas Di Desa Cibodas Kecamatan Lembang Kabupaten Bandung Barat,” Jurna Manaj. Desa Maju, vol. 07, pp. 33–45, 2019.
D. M. R. Dissanayake, A. Siriwardana, and N. Ismail, “Social Media Marketing and Customer Engagement: A Review on Concepts and Empirical Contributions,” Kelaniya J. Manag., vol. 8, no. 1, p. 71, 2019, doi: 10.4038/kjm.v8i1.7592.
F. P. Simbolon and L. Yanti, “Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality and E-Satisfaction for Generation Z Students?,” The Winners, vol. 22, no. 1, pp. 15–23, 2021, doi: 10.21512/tw.v22i1.6970.
G. R. Utami and M. E. Saputri, “PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN LOYALITAS MEREK PADA AKUN INSTAGRAM TOKOPEDIA under a Creative Commons Attribution (CC-BY-NC-SA) 4.0 license CORE View metadata, citation and similar papers at core.ac.uk provided by Electro,” J. Ris. Manaj. dan Bisnis Fak. Ekon. UNIAT, vol. 5, no. 2, pp. 185–198, 2020, [Online]. Available: http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/388
K. Anggraini, “Pengembangan Kapasitas Pegawai Untuk Mewujudkan Good Governance Studi Pada Kantor Badan Kepegawaian Daerah Kabupaten Malang,” J. Adm. Publik, vol. 03, pp. 17–29, 2007.
Kusuma, “Potensi Pengembangan Agrowisata Berbasis Komunitas Di Desa Cibodas Kecamatan Lembang Kabbupaten Bandung Barat,” J. Adm. Pubik, vol. 05, pp. 23–27, 2017.
L. J. Moleong, Metodologi Penelitian Kualitatif, 7th ed. Bandung: PT. Remaja Rosdakarya, 2004.
L. Y. Liu, “The Influence of Digital Marketing The Country of Origin Image, Service Quality and Product Involvement on Consumer Purchase Decisions : An Empirical Study of Insurance and Catering Services in Taiwan,” J. Consum. Mark., vol. 23, pp. 248–265, 2018.
Martono, “Pemberdayaan Masyarakat Melalui Pengembanga Desa Wisata Dan Implikasinya Terhadap Ketahanan Sosial Udaya Wilayah ( Studi Di Desa Wisata Panglipuran Bali),” J. Huk. Bisnis, Yayasan Pengemb. Huk. Bisnis, vol. 01, p. 2014, 2016.
M. F. Firmansyah, H. Z. Maulana, S. C. Azhari, and M. F. Efendi, “Pengaruh Social Media Marketing terhadap Customer Satisfaction pada Minat Berwisata Sub Urban Kota Tasikmalaya: Apakah Promosi Sosial Media Mengubah Minat Generasi Z?,” J. Tour. Creat., vol. 6, no. 1, p. 56, 2022, doi: 10.19184/jtc.v6i1.29156.
N. Kamariah, “Capacity Building : Birokrasi Pemerintah Daerah Kabupaten/Kota di Indonesia.,” Sekol. Tinggi Ilmu Adm. Adm. Negara (STIA LAN), vol. 02, pp. 55–60, 2012.
P. Kristiani and D. Dharmayanti, “Pengaruh social media marketing terhadap repeat purchase dengan variabel intervening perceived service quality dan brand image pada industri fast-food restaurant di Surabaya,” Petra Bus. Manag. Rev., vol. 3, no. 1, pp. 67–84, 2017.
Sugiyono, Metode Penelitian Pendidikan Pendekatan Kuantitatif, 2nd ed. Bandung: Gramedia Pustaka Utama, 2013.
Watkins, “Digital tourism as a key factor in the development of the economy,” Tour. Manag. Innov., vol. 22, pp. 18–23, 2021.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Cakrawala: Jurnal Pengabdian Masyarakat Global
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
