| dc.description.abstract | Advances in digital technology have opened up strategic opportunities for businesses, especially in the livestock sector, to strengthen marketing communications through more effective and efficient digital media. One of the potential media used is a Website, which not only functions as a provider of product information, but is also able to bridge two-way communication between business actors and consumers. This study aims to examine the utilization of digital technology, especially Websites, as a marketing communication strategy for goat milk products at Arjuna Farm, a small business engaged in animal husbandry. Using a qualitative approach and literature study method, this research explores how digital elements such as Website interface, informative product content, customer testimonials, search engine optimization, and social media integration can be utilized to increase product visibility and build consumer trust. The results showed that the presence of a Website with relevant content and interactive features was able to expand Arjuna Farm's marketing reach, increase engagement with customers, and strengthen brand image in the eyes of consumers. In conclusion, Website-based digital marketing strategies have a significant positive impact in supporting the growth and competitiveness of livestock Micro, Small and Medium Enterprises (MSME) in the digital era, and can be used as a model or reference in implementing technology-based marketing communication strategies in similar businesses in the future.
Keywords: Digital Technology, Marketing Strategy, Website, Goat Milk | en_US |
