PENGARUH PENGEMBANGAN PRODUK, KUALITAS PRODUK DAN STRATEGI PEMASARAN TERHADAP PENJUALAN UMKM KOTA MEDAN

Abstract

Digital marketing has become a crucial aspect in advancing Micro, Small and Medium Enterprises (MSMEs) in Medan City. Through data analysis of general MSMEs in the city, it can be concluded that the use of digital marketing has a positive impact on increasing business income. MSME players are actively adopting social media and online platforms to expand marketing reach and provide product information to potential customers. However, several obstacles arise in implementing digital marketing, especially related to product management, pricing, distribution, promotion and human resource needs. However, implementing a digital marketing strategy provides significant benefits, including increasing the name and understanding of the product in the eyes of the public. The importance of applying business ethics and Islamic teachings in carrying out the marketing process was also revealed in this research. Awareness of these values ​​not only builds consumer trust but also makes a positive contribution to business growth. This research highlights the need to expand understanding and education regarding the digital economy among MSME players. It is hoped that socialization, coaching and training in this field can overcome the obstacles faced by MSMEs in Medan City. The conclusions of this research provide a comprehensive overview of the important role of digital marketing for MSMEs in Medan City, while emphasizing the need to continue to improve understanding and implementation of effective digital marketing strategies.