Pendampingan dan Penerapan Strategi Digital Marketing UMKM Spikoe Jadoel di Kelurahan Rungkut Kidul

Abstract

This research is a type of descriptive research with a qualitative approach. Researchers used data collection techniques in the form of interviews with UMKM partners "Spikoe Jadoel" in Rungkut Kidul Village to understand the progress of these UMKM. The data used in this research can be obtained through recordings, notes, literature review, participation, and interviews. Researchers used two types of data, namely secondary and primary data. The purpose of this research is to describe the results of the research that has been done. The research results were obtained from what was observed, felt, seen, and asked during the progress of the research conducted on the research object. This study aims to describe various matters related to the knowledge of the residents of the Rungkut Kidul Village, especially regarding the assistance and progress of the "Spikoe Jadoel" UMKM. In this context, UMKM is a sector that has a very large impact and influence in the era of digital technology development. UMKM use digital technology for their product marketing activities, one of which is through the marketplace. UMKM have a strategic role in the Indonesian economy. In the Spikoe Jadoel marketing system, there is still word-of-mouth promotion where conditions like this are a challenge for UMKM Al-Ashar in selling their products. The Al-Ashar Foundation produces Spikoe cakes if anyone orders them or made by order. Usually Spikoe Jadoel orders or orders a lot when approaching Eid and if there is a celebration. The Al-Ashar Foundation was able to revive the economy, especially UMKM in the culinary field and became the hallmark of food products in the Rungkut Kidul sub-district through the innovation they made by making fruit grown on the roof garden to make Spikoe Jadoel cake. Therefore, dissemination of digital marketing strategies through social media is important, because it can provide information to UMKM stakeholders about opportunities and steps to expand consumer networks through social media in order to increase the competitive advantage of these UMKM.