APPLICATION OF DIGITAL MARKETING STRATEGIES TO INCREASE SALES OF UMKM PRODUCTS GUIDED BY BUMDES KUJATI PERDANA IN KARANGJATI VILLAGE PANDAAN PASURUAN

APPLICATION OF DIGITAL MARKETING STRATEGIES TO INCREASE SALES OF UMKM PRODUCTS GUIDED BY BUMDES KUJATI PERDANA IN KARANGJATI VILLAGE PANDAAN PASURUAN

Digital Marketing, Product Sale, MSME

The aim of this research is to analyze the application of Digital Marketing strategies to increase sales of MSME products assisted by BUMDES Kujati Perdana in Karangjati Village, Pandaan Pasuruan District. Digital Marketing makes it easier for MSME to attract consumers and increase product sales. The obstacles experienced occurred because Human Resources were less competent in managing Digital Marketing.This study uses a qualitative method. The informants in this research are MSME business actors assisted by Bumdes Kujati Perdana. The research location chosen in this research is the Karangjati BUMDES Office Center, Pandaan Bypass, Karangjati Village, Pandaan Pasuruan District. The sample was selected using purposive sampling method. The subject population is 35 MSME entrepreneurs whose businesses have registered permits with the number of samples selected as many as 10 MSME entrepreneurs assisted by Bumdes Kujati with the aim of knowing the application of digital marketing strategies in increasing sales of MSME products. In this research are Technical Triangulation and Source Triangulation. The research data obtained using this technique is through interviews, then observation and documentation. The results of this research are that Digital Marketing is able to increase sales of MSME products. Digital Marketing also helps MSME in online product sales transactions with consumers via social media and E-Platforms. commerce. Obstacles experienced by MSME business actorsFirst BUMDES Kujati development in Karangjati Village, Pandaan Pasuruan District, namely Human Resources are still less competent in using Digital Marketing. Apart from that, the inconsistency of Human Resources in managing Marketing Strategies through Digital Marketing is also an obstacle for MSME players to increase sales of MSME products. This obstacle occurs because MSME actors only focus on production and offline buying and selling systems.

Muhammad Luthfi Alif Utama1, Imam Mukhlis2, Arief Noviarakhman Zagladi3

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2024

PERI IRAWAN

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ENGLISH

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