IMPLEMENTASI DIGITAL MARKETING SEBAGAI STRATEGI DALAM MENINGKATKAN PEMASARAN UMKM PADA BUC (BENGKALIS UMKM COMMUNITY)

Abstract

In the current digital era, digital marketing has become one of the effective strategies to enhance product sales, including for Micro, Small, and Medium Enterprises (MSMEs), which play a vital role in Indonesia's economy. However, the implementation of digital marketing in MSMEs is often hindered by a lack of knowledge and challenges related to application usage. Therefore, this research aims to assess the impact of digital marketing on sales, marketing strategies, and the challenges faced in its application among MSME practitioners, particularly in Bengkalis UMKM Community (BUC) in Bengkalis Regency, Riau. Qualitative research methods were employed, including in-depth interviews and observations as data collection tools. The findings reveal that MSME practitioners in BUC exhibit significant interest in utilizing digital marketing, especially through social media platforms like Facebook and Instagram. The use of digital marketing yields significant benefits, such as increased sales and cost efficiency, although challenges such as unstable internet connections and transaction fraud risks remain pertinent issues. Hence, there is a need to enhance knowledge and skills in digital marketing and address factors affecting its effectiveness. Recommendations derived from this study can assist MSME practitioners in BUC in maximizing the benefits of digital marketing to expand their market reach.