IMPLEMENTASI DIGITAL MARKETING SEBAGAI STRATEGI DALAM MENINGKATKAN PEMASARAN UMKM DI KOTA TOMOHON
DOI:
https://doi.org/10.35794/jmbi.v12i2.61009Abstract
The development of internet technology is a sign of the entry of the industrial revolution 4.0 era. The presence of the internet which has the ability to access information quickly and easily, is a new opportunity for MSMEs to market their products because the internet has changed the basic rules of marketing in the traditional world to digital marketing. This study aims to determine the effect of digital marketing on sales, marketing strategies, and obstacles in implementing digital marketing for MSME actors. The qualitative descriptive method is the method used in this study. The results of the study show that MSME actors prefer to market their products online because it can increase sales volume. The strategy used in implementing digital marketing to market products is to use social media such as Facebook, Instagram, WhatsApp status, and live streaming on Facebook. However, in its implementation there are obstacles such as unstable internet connections, late delivery, and transaction fraud and manipulation of admin numbers. So it can be found that in the implementation of digital marketing, it has an effect on increasing MSME marketing, and its implementation provides benefits and obstacles that accompany it.
Keywords: Strategy, digital marketing, MSMEs in Tomohon City
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