PENGEMBANGAN INTEGRATED DIGITAL MARKETING BERBASIS KATALOG BAGI UMKM DISABILITAS DI KOTA DENPASAR

Abstract

This research aims to develop an integrated digital marketing model based on a catalog for disabled SMEs in Denpasar City. The method used in this research is the ADDIE development technique, which consists of analysis, design, development, implementation, and evaluation by conducting a survey using incidental sampling techniques. The sample consisted of 20 disabled SMEs that met the criteria. The results show that, to date, disabled SMEs have relied on direct visualization from several marketing activities they perform, especially from their sales activities. On the other hand, some of them need assistance in developing forms of product or service promotion that reach a wider market. This research indicates that an integrated digital marketing model based on a catalog is considered effective in increasing the competitiveness of disabled SMEs in Denpasar City. The average score results show that all experts gave excellent ratings, with material experts scoring 4.46 and media experts scoring an average of 4.37. On the evaluation side, disabled SMEs gave a total score of 4.50, which falls into the excellent category. Thus, SMEs can manage product and service data to better align with and attract customer desires.