The Effect of Digital Marketing Training as part of a Marketing Strategy on Improving MSME Business Performance

Suharjono, Nurina and Trikariastoto, St and Kabul, Eka Rakhmat and Budilaksono,, Sularso and Shafenti, Shafenti and Ruwaida, Ruwaida (2020) The Effect of Digital Marketing Training as part of a Marketing Strategy on Improving MSME Business Performance. In: ICISHT 2020, Universitas Negeri Gorontalo.

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Abstract

Abstract : The development of micro, small and medium enterprises in Indonesia has begun to develop, as can be seen from the growth of MSMEs which is currently increasing from year to year. The development of this business cannot be separated from the times. Several years ago MSMEs entered into a promotional strategy and sales strategy was still offline and their marketing strategy still used advertisements, brochures or only relying on business locations or shops as a place for meetings between merchants and sellers. The offline sales pattern needs to be changed, namely by incorporating digitalization and digital marketing strategies by utilizing various online media, especially social media as a means of promotion . Especially when the world is hit by the Covid 19 pandemic, SMEs need to accelerate their ability to be able to use online media in selling.However, there are still many MSMEs business players who do not use digital marketing in their business. This was in for right of their ignorance about how to use digital marketing . Therefore the aim of this research is to create a digital marketing training model for SMEs that will be used in business development. Based on the results and discussion, the impact of this training is that MSME entrepreneurs are able to carry out digital marketing well in their business, such as creating promotional content on websites, chat applications or by using social media in the context of the sales process. Keywords: MSMEs, Digital Marketing, Training, DMRL

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S2
Depositing User: Dr. Ir. Eka Rakhmat Kabul, M.Si
Date Deposited: 31 Aug 2022 04:56
Last Modified: 31 Aug 2022 04:56
URI: http://repository.upi-yai.ac.id/id/eprint/6892

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