Optimalisasi Digital Marketing Pada UMKM Lokal Banyumas
DOI:
https://doi.org/10.61722/jrme.v2i3.4715Keywords:
optimalisasi, digital marketing, strategi pemasaran, umkmAbstract
Tujuan riset untuk mengetahui strategi digital marketing pada Usaha Mikro, Kecil, dan Menengah di Banyumas dapat memaksimalkan penggunaan pemasaran digital. Melalui telaah literatur, peneliti mengidentifikasi peluang serta kendala yang muncul dalam implementasi pemasaran digital oleh UMKM. Hasil riset menunjukkan penggunaan pemasaran secara digital untuk meningkatkan omzet penjualan, jangkauan pasar, dan visibilitas merek memiliki banyak harapan. Meskipun demikian, sejumlah kendala masih ada, termasuk kurangnya keahlian dan kemampuan digital, anggaran yang ketat, dan persaingan yang ketat di ruang digital. Penelitian ini menawarkan saran untuk strategi pemasaran digital terpadu sebagai solusinya, yang meliputi penggunaan media sosial dan platform e-commerce, pelatihan pemasaran digital, dan analisis data untuk membantu pengambilan keputusan perusahaan. Diharapkan penelitian ini dapat menjadi panduan bagi para pelaku UMKM Banyumas tentang pemanfaatan teknologi pemasaran digital
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