OPTIMALISASI DIGITAL MARKETING UMKM VCO MELALUI TESTIMONI DAN REVIEW PRODUK - Mokoginta, Herry; Mokoagow, Ismail; Mahmud, Dody (Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi, 2026)
Abstrak Penelitian ini menganalisis optimalisasi digital marketing melalui testimoni dan review produk pada UMKM Virgin Coconut Oil di Kotamobagu. Penelitian menggunakan pendekatan kualitatif deskriptif dengan wawancara semi-terstruktur, observasi media sosial, dan dokumentasi konten digital. Informan meliputi pelaku UMKM, admin media sosial, konsumen, dan calon konsumen. Hasil penelitian menunjukkan bahwa WhatsApp Business dan Facebook menjadi kanal utama karena mudah digunakan, dekat dengan konsumen lokal, dan mendukung komunikasi langsung. Testimoni pelanggan menjadi konten paling responsif karena memberikan bukti sosial mengenai kualitas, manfaat, aroma, kemasan, dan pengalaman penggunaan produk. Review yang spesifik dan autentik memperkuat kepercayaan serta persepsi kualitas. Namun, pengelolaan testimoni belum sistematis, produksi video masih rendah, dan perlindungan identitas pelanggan perlu diperkuat. Penelitian ini menegaskan pentingnya pengelolaan bukti sosial secara terencana, etis, dan konsisten. Kata kunci: digital marketing; testimoni konsumen; review produk; media sosial; UMKM Abstract This study analyzed the optimization of digital marketing through testimonials and product reviews among Virgin Coconut Oil micro, small, and medium enterprises in Kotamobagu. A descriptive qualitative approach was applied through semi-structured interviews, social media observation, and digital content documentation. The informants consisted of business owners, social media administrators, consumers, and prospective consumers. The findings show that WhatsApp Business and Facebook are the primary marketing channels because they are easy to use, closely connected with local consumers, and effective for direct communication. Customer testimonials are the most responsive content because they provide social proof of product quality, benefits, aroma, packaging, and user experience. Specific and authentic reviews strengthen consumer trust and perceived quality. However, testimonial management remains unsystematic, video-based content is still limited, and customer identity protection requires stronger attention. The study highlights the need for planned, ethical, and consistent management of social proof in local digital marketing. Keywords: digital marketing; customer testimonials; product reviews; social media; MSMEs