PERAN STRATEGI PEMASARAN DAN DIGITAL MARKETING DALAM MEMBANGUN EFEKTIVITAS BISNIS UMKM (STUDI KASUS UMKM DIMSUMKU ENAK)

Abstract

The purpose of this study is to investigate how marketing tactics and digital marketing can improve company efficacy at Dimsumku Enak, a micro, small, and medium-sized business (UMKM). UMKMs must adjust in order to thrive in the face of rapidly advancing technology and changing consumer behavior. Data were gathered through observations, interviews, and documentation with Dimsumku Enak's clients and business owners using a descriptive qualitative methodology. The results show that traditional marketing techniques like word-of-mouth advertising, reasonable prices, and amiable customer support are still effective in creating enduring bonds. However, regular use of digital marketing methods, such as the usage of social media (Instagram, WhatsApp Business, and TikTok), meal delivery platforms (ShopeeFood and GoFood), and improved product graphics online, greatly increases business effectiveness. Lack of technology awareness and a shortage of human resources are two major obstacles to the successful implementation of digital marketing. However, as consumers utilize digital platforms more frequently and internet penetration rises, market prospects keep growing. According to the study's findings, Dimsumku Enak's brand image can be strengthened, market reach can be expanded, and customer loyalty can be raised by combining traditional and digital marketing techniques. It is anticipated that other UMKMs would use the study's conclusions as a guide when creating flexible and long-lasting marketing plans in the digital age.