Inovasi Pemasaran Digital bagi UMKM Produsen Madu di Kabupaten Belitung Timur
DOI:
https://doi.org/10.38035/jemsi.v5i6.2637Keywords:
Pemasaran Digital, UMKM, Produsen MaduAbstract
Penelitian ini menyelidiki inovasi pemasaran digital yang bertujuan untuk meningkatkan kehadiran pasar dan kinerja bisnis usaha mikro, kecil, dan menengah (UMKM) yang terlibat dalam pemasaran digital produk madu di Kabupaten Belitung Timur. Wawancara yang dilakukan dengan produsen madu lokal, yakni menganalisis praktik dan strategi pemasaran digital yang ada, penelitian ini juga mengidentifikasi peluang utama untuk inovasi yang berfokus pada pengembangan strategi pemasaran digital praktis, termasuk penggunaan platform media sosial dan platform e-commerce melalui tinjauan literatur. Hasil yang didapat bahwa adanya peningkatan visibilitas online, keterlibatan konsumen yang lebih besar, dan peningkatan penjualan bagi produsen madu. Adapun, penelitian ini bertujuan untuk memberikan rekomendasi yang dapat ditindaklanjuti sesuai dengan kebutuhan unik produsen madu UMKM, yang pada akhirnya mendukung transformasi digital dan pertumbuhan bisnis lokal di Kabupaten Belitung Timur.
References
Adwan, A. A., & Altrjman, G. (2024). The role of social media marketing and marketing management promoting and developing brand sustainability strategy. International Journal of Data and Network Science, 8(1), 439–452. https://doi.org/10.5267/j.ijdns.2023.9.011
Ali, D. M., & Amir, D. H. (2024). Understanding consumer herding behavior in online purchases and its implications for online retailers and marketers. Electronic Commerce Research and Applications, 64. https://doi.org/10.1016/j.elerap.2024.101356
Al-Dwairi, R. M., & Alawneh, A. (2024). An Effective Model of Viral Marketing for e-Commerce Enterprises: An Empirical Study. HighTech and Innovation Journal, 5(1), 143–156. https://doi.org/10.28991/HIJ-2024-05-01-011
Bala, R., Kumar, V., & Sharma, R. (2024). Navigating consumer engagement: Unveiling the influence of social media influencers. In Global Perspectives on Social Media Influencers and Strategic Business Communication (pp. 273–290). https://doi.org/10.4018/979-8-3693-0912-4.ch014
Calderon-Monge, E., & Ribeiro-Soriano, D. (2024). The role of digitalization in business and management: a systematic literature review. Review of Managerial Science, 18(2), 449–491. https://doi.org/10.1007/s11846-023-00647-8
Cevher, M. F. (2024). Digital marketing and customer experience strategy: Leveraging digital channels for marketing and customer engagement. In Trends, Challenges, and Practices in Contemporary Strategic Management (pp. 149–167). https://doi.org/10.4018/9798369311554.ch008
Dong, X., Liu, H., Xi, N., Liao, J., & Yang, Z. (2024). Short video marketing: what, when and how short-branded videos facilitate consumer engagement. Internet Research, 34(3), 1104–1128. https://doi.org/10.1108/INTR-02-2022-0121
Erol, G., & Kuyucu, M. (2024). Advancements in socialized and digital media communications. In Advancements in Socialized and Digital Media Communications. https://doi.org/10.4018/979-8-3693-0855-4
Gleason Rodríguez, M., Rubio, J., Velázquez Díaz, M. L., & Islas Pacheco, J. M. (2021). Social Innovation from University Education to Reduce the Digital Gap in Chiapas. In M. Alier & D. Fonseca (Eds.), ACM International Conference Proceeding Series (pp. 98–102). Association for Computing Machinery. https://doi.org/10.1145/3486011.3486427
Jumawan, J., Saputra, F., & Prabowo, P. B. (2023). Determinasi Pelatihan Florist dan Kualitas Pelayanan Kewirausahaan Pada Kejutbypugo Kota Bekasi. OPTIMAL: Jurnal Ekonomi Dan Manajemen, 3(4), 216–227.
Ma, X., & Gu, X. (2024). New marketing strategy model of E-commerce enterprises in the era of digital economy. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29038
Munir, A. R., Kadir, N., Umar, F., Pasryb, A. S. U., & Sulaiman, S. (2024). Brand capabilities in digital marketing: The key to enhancing marketing performance. International Journal of Data and Network Science, 8(2), 947–956. https://doi.org/10.5267/j.ijdns.2023.12.012
Parauši?, V., Dashi, E. M., Subi?, J., Pomianek, I., & Šari?, B. B. (2024). RESPONSE OF SHORT FOOD SUPPLY CHAINS IN WESTERN BALKAN COUNTRIES TO THE COVID CRISIS: A CASE STUDY IN THE HONEY SECTOR. European Countryside, 16(1), 86–109. https://doi.org/10.2478/euco-2024-0006
Quinlan, G. M., & Grozinger, C. M. (2024). Evaluating the role of social context and environmental factors in mediating overwintering physiology in honey bees (Apis mellifera). Journal of Experimental Biology, 227(8). https://doi.org/10.1242/jeb.247314
Ruiz Viñals, C., Gil Ibáñez, M., & Del Olmo Arriaga, J. L. (2024). Metaverse and Fashion: An Analysis of Consumer Online Interest. Future Internet, 16(6). https://doi.org/10.3390/fi16060199
Rathore, B. (2024). Strategic media planning and buying: Integration of traditional and digital media. In Strategic Media Planning and Buying: Integration of Traditional and Digital Media. https://doi.org/10.4324/9781032724539
Sembiring, D., Widodo, D. S., Adjiantoro, B., Saman, A. B., & Kader, B. A. (2019). Failure Analysis of the Furnace Scotch Boiler. International Journal of Engineering and Advanced Technology (IJEAT), 9(1), 3704–3798.
Semenda, O., Sokolova, Y., Korovina, O., Bratko, O., & Polishchuk, I. (2024). Using Social Media Analysis to Improve E-commerce Marketing Strategies. International Review of Management and Marketing, 14(4), 61–71. https://doi.org/10.32479/irmm.16196
Silva, C., Silva, S., & Rodrigues, A. (2024). Instagram as a Digital Marketing Tool of a Hotel Brand. Proceedings of the International Conference on Tourism Research, 7(1), 390–400. https://doi.org/10.34190/ictr.7.1.2103
Shams, R., Chatterjee, S., & Chaudhuri, R. (2024). Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand. Journal of Business Research, 179. https://doi.org/10.1016/j.jbusres.2024.114689
Smith, G., Carson, S., Vengurlekar, R., Morales, S., Tsai, Y.-C., George, R., Bedwell, J., Jones, T., Mondal, M., Smith, B., Su, N. M., Knijnenburg, B., & Page, X. (2024). “I Know I’m Being Observed”: Video Interventions to Educate Users about Targeted Advertising on Facebook. Conference on Human Factors in Computing Systems - Proceedings. https://doi.org/10.1145/3613904.3642885
Udayana, A. A. G. B., Fatmawaty, A. S., Makbul, Y., Priowirjanto, E. S., Ani, L. S., Siswanto, E., Susanti, W., & Andriani, S. (2024). Investigating the role of e-commerce application and digital marketing implementation on the financial and sustainability performance: An empirical study on Indonesian SMEs. International Journal of Data and Network Science, 8(1), 167–178. https://doi.org/10.5267/j.ijdns.2023.10.007
Wahyundaru, S. D., Putra, W., Wibowo, M., Ivada, E., Nurastuti, P., Sasongko, C. D., Choiri, M. M., & Yuzaria, D. (2024). Linking the role of e-commerce and financial literacy on MSME’s sustainability performance during the digital era. International Journal of Data and Network Science, 8(4), 2651–2662. https://doi.org/10.5267/j.ijdns.2024.4.013.
Widodo, D. S. (2023). The nexus of entrepreneurial orientation and knowledge management on business performance of smes in west java: Role of competitive advantage. Journal of Law and Sustainable Development, 11(7), e1364–e1364.
Yao, R., Qi, G., Wu, Z., Sun, H., & Sheng, D. (2024). Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective. Journal of Retailing and Consumer Services, 79. https://doi.org/10.1016/j.jretconser.2024.103872
Zainal, V. R., Widodo, D. S., & Subagja, I. K. (2019). Indonesia Islamic Banking Readiness in Facing the ASEAN Economic Community, in Terms of Islamic Banking Disclosure and Performance Indices. Journal of Economics and Management Sciences, 2(2), p25–p25.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Iza Guspian, Tsulis Amiruddin Zahri
![Creative Commons License](http://i.creativecommons.org/l/by/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI).