TEKNOLOGI DIGITAL MARKETING PRODUK UNGGULAN DAERAH MINUMAN BERBAHAN DASAR NIRA AREN PADA LABORATORIUM PEMASARAN POLITEKNIK NEGERI MANADO

Abstract

Entrepreneurs involved in processed palm sap products in the North Sulawesi region
primarily focus on the processed palm sap, transforming it into palm sap-based beverage
products. The recurring issue, especially in the marketing domain, is the necessity for
marketing techniques utilizing a digital approach, such as online marketing with an
integrated marketing control system. To address this issue, a more creative and
innovative solution is required, where the marketing process must enter the digital realm,
in line with the penetration of nearly all segments related to the business world into the
digital realm, resulting in the digital economy. Therefore, the solution to the marketingrelated

challenges faced is to implement digital marketing, also known as Digital
Marketing. In this paper, to support the sustainable and environmentally friendly
development of micro, small, and medium-sized enterprises (MSMEs) producing palm
sap-based beverages, a design and implementation of Digital Marketing technology for
palm sap-based beverage products as regional flagship products have been developed
based on previous research. The selected MSME partner to support the research concept
and serve as research sample is Kertina's Home Industry, with one of their products being
a branded banquet beverage called 'KELUARGA,' located in Manado City. This research
will create a design and implementation of Digital Marketing technology for palm sapbased
regional flagship products to enhance the eco-friendly competitiveness of MSMEs. The development of this Digital Marketing technology design and implementation is carried out at the Marketing Laboratory of Manado State Polytechnic.