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All Journal Management and Economics Journal (MEC-J) JURNAL UMBANUA Jurnal Pengabdian pada Masyarakat
Rooroh, Betsy
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Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Energy Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Mechanical Engineering Social Sciences Transportation Other

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Optimizing Digital Marketing Strategy for Small and Medium Enterprises in North Sulawesi Munaiseche, Maya; Mandey, Nancy Henrietta Jessamine; Rooroh, Betsy; Ponggawa, Venny; Lumunon, Edwin
MEC-J (Management and Economics Journal) Vol 9, No 1 (2025)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v9i1.31893

Abstract

This study aims to identify internal and external factors of MSMEs related to digital marketing and formulate strategies and recommendations so that the use of digital marketing is optimal and has good competitiveness in local, national, and global markets. To achieve this goal, a quantitative method is used; the population of this study is MSME actors who are considered to understand external and internal factors and are involved in forming their business strategies. Samples were collected by purposive sampling, namely MSMEs who plan or are using digital marketing for their marketing activities; with the Slovin formula, 397 respondents were obtained, but only 62% could be used (250). Using the SWOT analysis tool, the results of the study were obtained: IFA scored 3.95, and EFA scored 3.89. Based on QSPM, 14 strategies were obtained according to their respective priority orders, and the top 3 strategies were: utilizing e-commerce platforms, increasing marketing activities, and maximizing personal content. Implementing these priority activities will allow MSMEs to adapt to the digital ecosystem quickly. The implication is that MSMEs need to be given technical training and assistance in using digital platforms, such as creating online stores, managing transactions, conducting promotions, or analyzing data available on social media. Theoretical implications support the theory that MSME growth in the digital landscape requires more effective offensive and proactive strategies. This provides an opportunity for further research to explore the use of digital marketing in MSMEs more deeply.
Digitalisasi UMKM Minyak Tawaang Oma Mia Melalui Pembuatan Website Promosi Untuk Meningkatkan Pemasaran Produk Herbal Lokal Rooroh, Betsy; Kondoj, Marike Amelda Silvia; Manoppo, Franky; Kaunang, Hosea Gian; Waworuntu, Billy
JURNAL UMBANUA Vol. 6 No. 1 (2026): JURNAL UMBANUA POLITEKNIK NEGERI MANADO
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat Politeknik Negeri Manado

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Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mendukung digitalisasiUMKM Minyak Tawaang Oma Mia melalui pembuatan website promosi sebagaimedia pemasaran produk herbal lokal. Permasalahan utama mitra adalah pemasaranyang masih dilakukan secara konvensional sehingga jangkauan pasar terbatas. Metodepelaksanaan kegiatan meliputi analisis kebutuhan mitra, perancangan danpengembangan website, pelatihan pengelolaan website, serta evaluasi danpendampingan keberlanjutan program. Hasil kegiatan menunjukkan bahwa websitepromosi berhasil dibuat dan digunakan sebagai media informasi produk, katalogproduk, galeri foto, dan sarana komunikasi dengan konsumen. Pelatihan yang diberikan mampu meningkatkan keterampilan digital pelaku UMKM dalam mengelola konten website. Implementasi website juga meningkatkan visibilitas produk herballokal sehingga berpotensi memperluas pasar dan meningkatkan penjualan produk.Kegiatan ini menunjukkan bahwa digitalisasi berbasis website dapat menjadi solusiefektif dalam meningkatkan daya saing UMKM lokal di era digital
Co-Authors Franky Manoppo, Franky Kaunang, Hosea Gian Kondoj, Marike Amelda Silvia Lumunon, Edwin Mandey, Nancy Henrietta Jessamine Ponggawa, Venny Waworuntu, Billy