Analisis Strategi Pemasaran UMKM di Era Digital: Studi Kasus Koplak Food di Jember

Abstract

Technology is a liaison between one another, so that in the development of the era, people carry out buying and selling interactions on social media. The most significant factor in the right handling market segment includes marketing planning. MSMEs can expand marketing, especially creating branding and attracting attention to market segments by utilizing social media platforms. This research was conducted at Koplak Food UKM, Pancakarya Village, Ajung sub-district, with Pak Bustomy as the MSME actor. The products owned by Koplak Food consist of three products including salak seed coffee (koplak), tape chips, and salak dates. It is hoped that in this research, it will be possible to examine the marketing strategy data framework in the digital era for Koplak Food MSMEs in Ajung Jember. MSMEs are a significant area of the economy that plays a large role in monetary development and job creation. Therefore, proper vital navigation is the path to progress for MSMEs. Using an effective marketing strategy and utilizing technology as an indicator of promotion to consumers so that the product is widely known. By using an effective marketing strategy, MSMEs can find out the strengths, weaknesses, threats and opportunities in a business. This study uses a subjective methodology with interviews and direct perception as an information selection strategy. The consequence of this review shows that Koplak Food MSMEs carry out their marketing strategy offline by opening sales at Pak Bustomy's house and placing product deposits in shops. Not only that, Pak Bustomy also markets his products through digital media such as Lazada and Pedia stores. With a good marketing strategy, MSMEs can increase functional effectiveness, increase the use of assets, reduce costs, and increase consumer loyalty.