Strategi Digital Marketing Produk UMKM Bubuk Jahe Merah (BJM) Khas Simalungun dalam Membangun Brand Awareness

Abstract

This research is entitled "Digital Marketing Strategy for UMKM Products with Red Ginger Powder (BJM) Typical of Simalungun in Building Brand Awareness". The purpose of this research is to determine the digital marketing strategy used by Simalungun Red Ginger Powder (BJM) MSMEs in building brand awareness and to find out the advantages and disadvantages in implementing digital marketing strategies. The method used in this research is a qualitative descriptive method. The data in this research was obtained through observation, interviews and documentation. The validity of the data was obtained using triangulation techniques. There were five informants in this study, with the determination of informants using a purposive technique. The results of the research show that the Simalungun Red Ginger Powder (BJM) MSMEs have better development in terms of promoting their products. Red Ginger Powder (BJM) in building brand awareness tends to use three types of strategies, namely social media marketing, content marketing and influencer marketing.