The Implementation of Digital Marketing As A Marketing Strategy for MSMEs in Bandar Lampung
Buonopasta: Pasta With Local Flavor
Keywords:
MSME, Digital Marketing, Pasta, Community Service, Social MediaAbstract
Buonopasta MSME was established in 2016 in Bandar Lampung by developing digital-based marketing. This business produces a various types of pasta with distinctive local flavors, which adds to the uniqueness of the business. However, along the way, Buonopasta faced challenges, especially in term of market market expansion due to limited knowledge about digital marketing. Therefore, we carried out community service activities, including digital marketing training, promotional video production, and assistance in implementing online marketing strategies. Through this program, Buonopasta learned to leverage social media platforms like Instagram and TikTok to reach a wider consumer bases. This has result in improved understanding of digital marketing the owners, increased content creation, and social media followers. This community service uses interview, observation, and documentation techniques with Buonopasta's owner. This program shows that practical training and mentoring significantly help MSMEs adapt to the digital era and improve competitiveness. Keywords : MSME, Digital Marketing, Pasta, Community Service, Social Media
References
AlAwadhi, S., & Al-Daihani, S. M. (2019). Marketing academic library information services using social media. Library Management, 40(3/4), 228–239. https://doi.org/10.1108/LM-12-2017-0132
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240, 104025. https://doi.org/10.1016/j.actpsy.2023.104025
Blomqvist, A. (2022). I want to Be an influencer, too! Creating a business in social media. Master’s Thesis, Laurea University of Applied Sciences. https://www.theseus.fi/bi tstream/handle/10024/750236/Blomqvist_Anna.pdf?sequence=2.
Ekon.go.id. (2024, 22 Juli). Menko Airlangga: Pemerintah Dukung Bentuk Kolaborasi Baru agar UMKM Indonesia Jadi Bagian Rantai Pasok Industri Global. Diakses pada tanggal 20 Desember 2024, dari https://www.ekon.go.id/publikasi/detail/5885/menko-airlangga-pemerintah-dukung-bentuk-kolaborasi-baru-agar-umkm-indonesia-jadi-bagian-rantai-pasok-industri-Global#:~:text=Jakarta%2C%2022%20Juli%202024,total%20tenaga%20kerja%20di%20Indonesia
Ekon.go.id. (2022, 01 Oktober). Perkembangan UMKM sebagai Critical Engine Perekonomian Nasional Terus Mendapatkan Dukungan Pemerintah. Diakses pada tanggal 20 Desember 2024, dari https://www.ekon.go.id/publikasi/detail/4593/perkembangan-umkm-sebagai-critical-engine-perekonomian-nasional-terus-mendapatkan-dukungan-pemerintah
Husein Umar, Research Methods in Finance and Banking, Jakarta: PT Gramedia Pustaka Utama, Cet ke-2, 2002, hlm. 82.
Kotler, P., & Keller, K, L. (2016). Marketing Management, 15th Edition, Global Edition, Pearson Education Limited, England.
M.E. Genoni, et al., Losing Livelihoods, vol. 1, World Bank, 2020. https://doi.org/10.1596/34449. Other papers
Modgil, S., Dwivedi, Y.K., Rana, N.P., Gupta, S., Kamble, S., 2022. Has Covid-19 accelerated opportunities for digital entrepreneurship? An Indian perspective. Technol. Forecast. Soc. Chang. 175, 121415. https://doi.org/10.1016/J. TECHFORE.2021.121415
Sugiyono, Metode Penelitian Kuantitatif Kualitatif dan R&D, Bandung : Alfabeta, 2008, hlm.137
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Ledi Sibuea, Dewiana Sari Utami , Mahrinasari , Yuniarti Fihartini, Elvin Agustian-da, Farhatun Fitriyana Sofa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
