Efektivitas Penerapan Digital Marketing dalam Upaya Meningkatkan Pendapatan UMKM Kuliner di Lubuk Pakam

Abstract

The implementation of digital marketing has become an integral part of marketing and promotion strategies for micro, small, and medium-sized enterprises (MSMEs). The purpose of digital marketing implementation is to leverage the potential of digital media as a means to enhance business visibility, reach a wider target market, build customer interactions, and ultimately increase MSMEs' revenue. Through data collection and analysis, this research specifically explores the effectiveness of digital marketing implementation in enhancing the revenue of MSMEs, with a focus on the culinary sector. The aim of this study is to examine and analyze the effectiveness of digital marketing implementation in boosting the income of culinary MSMEs in Lubuk Pakam. By gathering relevant data and information, this research aims to understand the strategies and forms of digital marketing implementation employed by culinary MSMEs and their impact on revenue growth. This study adopts a qualitative descriptive approach and utilizes secondary data obtained from interviews with culinary MSMEs in Lubuk Pakam as the research subject. Data collection methods include observation, interviews, and documentation to gain in-depth understanding of digital marketing implementation by culinary MSMEs. The results of this research indicate that the implementation of digital marketing by culinary SMEs in Lubuk Pakam has made a significant contribution, resulting in an approximately 47% increase in revenue. This underscores the substantial potential in leveraging digital marketing strategies for the growth of their businesses. Through the utilization of social media platforms such as Instagram and Facebook, these SMEs have effectively broadened their market reach and garnered the interest of potential consumers. Furthermore, collaborations with delivery services like Go-food and Grab-food have facilitated the purchasing process for customers. Promotional offers, discounts, and giveaways have proven to be attractive incentives for potential customers.