Implementasi Pemasaran Digital Sebagai Sarana Pengembangan Bisnis UMKM Untuk Meningkatkan Penjualan Produk Unggulan Daerah

Abstrak

Indonesia is known as a country that has a variety of superior products which are better known as regional superior products. North Sulawesi Province is also known to have a regional-specific commodity, namely sugar palm (Arenga pinnata) which has the potential to be preserved and enhanced by small industries or SMEs. The development of SMEs must be in line with the times when all business actors are required to adapt to digital technology, one of which is digital marketing. The SME partners selected to support this research and considered as samples are AUSI Kertina's Home Industry with one of its products, namely banquet drinks with the trademark 'KELUARGA' located in Manado City and the sugar palm business group “Ongon Jaya†in Pangu Village, East Ratahan District, Southeast Minahasa Regency. This research is qualitative research that produces descriptive data. The subjects in this study were informants who provided data through interviews. Based on the results of the study, it can be concluded that digital marketing has a very large influence on product marketing because it can increase sales from Kertina's Home Industry and result in increased production directly from Ongon Jaya partners.