KAJIAN PEMANFAATAN DIGITAL MARKETING DALAM MENINGKATKAN PENJUALAN UMKM DI KOTA KENDARI

Authors

  • Munawir Makmur Universitas Halu Oleo
  • Candra Puspita Ningtyas Universitas Halu Oleo
  • La Ode Agus Said Universitas Halu Oleo

DOI:

https://doi.org/10.35817/publicuho.v7i4.613

Keywords:

Digital Marketing, Marketing Management, MSMEs

Abstract

The purpose of this study is to determine and analyze the impact of the use of Digital Marketing on increasing sales of micro, small and medium enterprises (MSMEs) in Kendari City. The method used in this study is a descriptive research method (single variable data analysis). After the data is collected, the data is grouped numerically, processed using a frequency table, and supplemented with a description of additional information related to the challenges faced by MSMEs in Kendari City. The criteria are MSMEs that use Digital Marketing > 1 year and MSMEs that specifically sell food and clothing. The results of the study show that the use of digital marketing in increasing MSME sales in Kendari City shows that digital marketing strategies have a significant impact on MSME sales growth. The indicators used, namely transaction costs, interactivity, incentive programs, and website design, make an important contribution to creating a positive user experience and encouraging increased sales.

References

Assauri, Sofjan, 2014, Manajemen Pemasaran¸PT. RajaGrafindo Persada : Jakarta Abdullah, Thamrin., Tantri Francis.2014, Manajemen Pemasaran, RajaGrafindo Persada : Jakarta

Alma, B. 2014. Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta: Bandung Athoillah, Anton, 2010, Dasar – Dasar Manajemen, CV Pustaka Setia

Fandy, Tjiptono. 2014. Pemasaran Jasa. ANDI: Yogyakarta Hadiyati, 2017, Pengantar Manajemen, CV. Karya Nova, Pekanbaru

Kotler, P. & Keller, K.L. 2013, Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.

Kotler, Philip dan Gary Armstrong, 2011. Prinsip-Prinsip Pemasaran, Edisi Kedelapan, Jilid 1, Erlangga: Jakarta

Mursid, Muhammad, 2010, Manajemen Pemasaran, PT. Bumi Aksara : Jakarta Nurmansyah, 2010. Manajemen Sumber Daya Manusia Strategik. Pekanbaru : Unilak Press

Rahmayanty, Nima. 2010. Manajemen Pelayanan Prima. Graha Ilmu: Yogyakarta Tjiptono, Fandy, 2007. Strategi Pemasaran, Edisi I, Penerbit Andi: Yogyakarta Swastha DH, Basu., Irawan, 2008. Manajemen Pemasaran Modern, Penerbit Liberty: Yogyakarta

Swastha, Basu Darmestha, 2014, Manajemen Pemasaran, Universitas Terbuka: Jakarta

Sunyoto, Danang, 2015, Perilaku Konsumen dan Pemasaran, PT. Buku Seru: Yogyakarta

Downloads

Published

2024-12-30

Issue

Vol. 7 No. 4 (2024): November - January - Journal Publicuho

Section

Articles

License

Copyright (c) 2024 Munawir Makmur, Candra Puspita Ningtyas, La Ode Agus Said

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

License Term
  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Every publication is open access for educational purposes, research, and library. Other than the aims mentioned above, the editorial board is not responsible for copyright violations.

Creative Commons License Journal Publicuho this work is licensed under  a Creative Commons Attribution-ShareAlike 4.0 International License

Copyright ©2022 Author Powered by Public Knowledge Project OJS