Analisis Peningkatan Daya Saing IKM dengan Memanfaatkan Strategi Pemasaran Digital di Kabupaten Padang Lawas Utara

Aura Indah; Rina Irawan

doi:10.30640/ekonomika45.v13i1.5249

Authors

Aura Indah Institut Teknologi dan Sains Padang Lawas Utara
Rina Irawan Institut Teknologi dan Sains Padang Lawas Utara

DOI:

https://doi.org/10.30640/ekonomika45.v13i1.5249

Keywords:

SMIs, Digital Marketing, Competitiveness, Business Strategy, Padang Lawas Utara

Abstract

The rapid development of digital technology has created vast opportunities for Small and Medium Industries (SMIs) to enhance competitiveness and expand market reach. This community service program aims to assist SMI actors in Padang Lawas Utara Regency in understanding and implementing effective digital marketing strategies to strengthen their business position in the era of digital transformation. The method used includes training, mentoring, and evaluation activities involving ten SMI participants through a participatory approach. The training focused on utilizing social media platforms such as Instagram, WhatsApp Business, and TikTok as tools for product promotion, brand awareness improvement, and optimization of customer engagement. The results showed a significant increase in participants’ abilities to create engaging digital content, understand social media algorithms, and manage customer interactions professionally. However, challenges such as limited digital literacy, time management in media handling, and unequal technological infrastructure remain. Therefore, continuous support from local governments and educational institutions is needed to strengthen the digital capacity of SMI actors so they can adapt to modern market dynamics. Through the proper implementation of digital marketing strategies, SMIs have the potential to become key drivers of a competitive local economy.

References

Aldi, Y. P., & Wahyuddin, M. I. (2022). Sistem informasi penjualan makanan menggunakan metode user centered design berbasis web. Jurnal Media Informatika Budidarma, 6(2), 786–793. https://doi.org/10.30865/mib.v6i2.3568

Alifah, A. J., Saepudin, S., & Irawan, C. (2024). Implementation of the K-means clustering algorithm in analyzing public satisfaction regarding public services (Study case: Balai Pengujian Standar Instrumen Tanaman Industri dan Penyegar). Jurnal Teknik Informatika (JUTIF), 5(4), 487–496. https://doi.org/10.52436/1.jutif.2024.5.4.2125

Asrul, A., Mashud, M., Qadri, M., Tamrin, F., & Ilham, A. S. (2023). Perancangan sistem e-commerce menggunakan metode customer relationship management. Jurnal Minfo Polgan, 12(1), 192–199. https://doi.org/10.33395/jmp.v12i1.12343

Atmojo, M. E. (2022). Pemberdayaan UMKM melalui pemanfaatan teknologi informasi. Dinamisia: Jurnal Pengabdian Kepada Masyarakat, 6(2), 378–385. https://doi.org/10.31849/dinamisia.v6i2.8214

Aulia, D. L., & Putri, R. A. (2023). Sistem informasi monitoring industri kecil menengah menggunakan algoritma K-means pada Dinas Perindustrian Perdagangan Provsu berbasis website. ZONAsi: Jurnal Sistem Informasi, 5(3), 406–418. https://doi.org/10.31849/zn.v5i3.15553

Cibaroğlu, M. O., Uğur, N., & Turan, A. (2021). Extending technology acceptance model (TAM) with the theory of technology readiness. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (31), 1–22. https://doi.org/10.18092/ulikidince.700939

Harmawan Teguh Saputra, Rif’ah, F. M., & Andrianto, B. (2023). Penerapan digital marketing sebagai strategi pemasaran guna meningkatkan daya saing UMKM. Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia, 1(1), 29–37.

Irawan, Y. (2019). Sistem informasi pemasaran busana syar’i dengan penerapan customer relationship management (CRM) berbasis web syar’i.

Kamila, T. S. (2023). Strategi komunikasi pemasaran terpadu Nawazena Pictures dalam membangun loyalitas pelanggan (pp. 2–62).

Lestari, P., & Saifuddin, M. (2020). Implementasi strategi promosi produk dalam proses keputusan pembelian melalui digital marketing saat pandemi COVID-19. Jurnal Manajemen dan Inovasi (MANOVA), 3(2), 23–31. https://doi.org/10.15642/manova.v3i2.301

Linarti, U., Soleliza Jones, A. H., Zahrotun, L., & Rahmawati, A. (2024). Penerapan metode K-medoids guna pengelompokan data usaha mikro, kecil dan menengah (UMKM) bidang kuliner di Kota Yogyakarta. Jurnal Ilmu Komputer dan Sistem Informasi (JIKOMSI), 7(1), 37–45. https://doi.org/10.55338/jikomsi.v7i1.2194

Manurung, G., & Ali, H. (2023). Pengaruh sponsor eksekutif, teknologi informasi dan manajemen data terhadap keberhasilan executive information system. Jurnal Ekonomi, Manajemen dan Akuntansi, 1(3), 87–100.* Retrieved from http://jurnal.kolibi.org/index.php/neraca

Pramitari, I. G. S. T. A. A., Pradnyani, N. L. P. N. D. A., Prayustika, P. A., & Nugroho, I. M. R. A. (2021). Pendampingan pengelolaan bisnis pada UMKM perlengkapan new normal di Desa Buduk, Kecamatan Mengwi, Kabupaten Badung. Madaniya, 2(4), 389–398. https://doi.org/10.53696/27214834.108

Situmeang, R. A., Putri, R. A., & Sibarani, F. H. (2024). Perancangan e-marketplace di Dinas Kelautan dan Perikanan Kabupaten Tapanuli Tengah. Jurnal Teknologi Informasi dan Komunikasi, 15(1), 133–145. https://doi.org/10.51903/jtikp.v15i1.831

Ulva, A. F., Fadhliani, Nurhasanah, Wulandari, C. M. N. ’A., Nur Alimul Haq, & Bahrul Ulumul Haq. (2023). Pendampingan petani dengan aplikasi BS (Buying and Selling) Farmer untuk meningkatkan promosi dan pemasaran di Gampong Ulee Pulo Kecamatan Dewantara Aceh Utara. Jurnal SOLMA, 12(3), 1611–1619. https://doi.org/10.22236/solma.v12i3.12969