Analysis of Digital Marketing Strategies in Developing Superior Products of Sampang Regency

Aguilika Aguilika, E Amaniyah

Abstract


Abstract: This research on Digital Marketing Strategy Analysis in Reminding Sampang Regency's Superior Products highlighted the importance of empowering Small and Medium Industries through effective digital marketing strategies. Although the contribution of MSMEs to economic growth and employment in Indonesia is quite significant, there is still a research gap in understanding the challenges MSMEs face in expanding their marketing scale. This study aimed to analyze the application of digital marketing in small and medium industries in Sampang Regency and its challenges. This study used a qualitative descriptive approach to present informants from the Head of the Cooperatives, Industry, and Trade Service and superior product business actors and consumers. The main findings revealed the value of digital marketing strategies in increasing exposure and sales of Sampang Regency's exceptional products, with the need for more technology. Implications of this study included the need for ongoing training, education, and collaboration to support local products and increase the effectiveness of digital marketing in developing superior products.

Keywords


Digital Marketing Strategies, Superior Products, Sampang Regency.

Full Text:

PDF

References


Afandi, A., Lubis, M. A., & Hayati, I. (2023). Empowering Medan MSMEs through digital marketing training. Community Empowerment, 8(12), 2080–2087. https://doi.org/10.31603/ce.10708

Afrilia, A. M. (2018). Digital Marketing Sebagai Strategi Komunikasi Pemasaran “Waroenk Ora Umum” Dalam Meningkatkan Jumlah Konsumen. Jurnal Riset Komunikasi, 1(1), 147–157. https://doi.org/10.24329/jurkom.v1i1.21

Alford, P., & Page, S. J. (2015). Marketing technology for adoption by small business. Service Industries Journal, 35(11–12), 655–669. https://doi.org/10.1080/02642069.2015.1062884

Amri, A. (2020). Pengaruh Periklanan Melalui Media Sosial Terhadap UMKM di Indonesia di Masa PAndemi. Jurnal Brand, 2(1), 123–130.

Bachri, B. S. (2010). Meyakinkan Validitas Data Melalui Triangulasi Pada Penelitian Kualitatif. Teknologi Pendidikan, 10, 46–62.

Bala, M., & Verma, D. (2018). A Critical Review of Digital Marketing Paper Type: - Review and Viewpoint. International Journal of Management, IT & Engineering, 8(10), 321–339.

Cooper, D.R. and Schindler, P. S. (2014). Business Research Methods (12th Editi). McGraw Hill International Edition.

Dave Chaffey, F. E.-C. (2012). Digital Marketing: Strategy, Implementation and Practice, 6/E. Pearson Education.

Gibson, C. (2018). The Most Effective Digital Marketing Strategies & Approaches: A Review of Literature. International Journal of Scientific and Research Publications, 8(2), 12.

Hajli, N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387–404. https://doi.org/10.2501/IJMR-2014-025

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing (2nd ed.). Kogan Page Publishers.

Kotler, Philip And Kartajaya, Hermawan And Setiawan, I. (2017). MARKETING 4.0 Moving from Traditional to Digital. by John. Wiley.

Lon Safko. (2012). The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd Edition (3rd ed.). Wiley.

Purnomo, F. (2019). Program Ladit (Lapak Digital) : Optimalisasi Media Digital sebagai Wadah dalam Pengembangan Umkm di Madura. Jurnal Studi Manajemen Dan Bisnis, 6(2), 89–95. https://doi.org/10.21107/jsmb.v6i2.6687

Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17. https://doi.org/10.21009/jpmm.001.1.01

Robert Rose, J. P. (2011). Managing Content Marketing: The Real-world Guide for Creating Passionate Subscribers to Your Brand. CMI Books.

Sasmoko, Wasono Mihardjo, L. W., Alamsjaha, F., & Elidjena. (2019). Dynamic capability: The effect of digital leadership on fostering innovation capability based on market orientation. Management Science Letters, 9(10), 1633–1644. https://doi.org/10.5267/j.msl.2019.5.024

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002

Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence and Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056

Wang, W. Y. C., Pauleen, D. J., & Zhang, T. (2016). How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management, 54, 4–14. https://doi.org/10.1016/j.indmarman.2015.12.004

Wardhana, A. (2015). Strategi Digital Marketing dan Implikasinya Pada Keunggulan Bersaing UMK di Indonesia. In Seminar Nasional Keuangan Dan Bisnis IV, April 2015, 327–337.

Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. The International Journal of Management Science and Business Administration, 1(5), 69–80. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006


Refbacks

  • There are currently no refbacks.


Organizing Patners:

     

------------------

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.