Implementasi Digital Marketing dalam Meningkatkan Strategi Pemasaran Produk UMKM di Kelurahan Mangunharjo Kota Semarang

Zuhriyan Ash Shiddieqy Bahlawan (Department of Chemical Engineering, Universitas Negeri Semarang, Semarang, Gunungpati, Semarang 50229, Indonesia)
Megawati Megawati (Department of Chemical Engineering, Universitas Negeri Semarang, Semarang, Gunungpati, Semarang 50229, Indonesia)
Bayu Triwibowo (Department of Chemical Engineering, Universitas Negeri Semarang, Semarang, Gunungpati, Semarang 50229, Indonesia)
Haniif Prasetiawan (Department of Chemical Engineering, Universitas Negeri Semarang, Semarang, Gunungpati, Semarang 50229, Indonesia)
Dwi Prasojo (Department of Chemical Engineering, Universitas Negeri Semarang, Semarang, Gunungpati, Semarang 50229, Indonesia)
Fauzan Amrullah (Department of Chemical Engineering, Universitas Negeri Semarang, Semarang, Gunungpati, Semarang 50229, Indonesia)
Dyta Silvia Mayasari (Department of Chemical Engineering, Universitas Negeri Semarang, Semarang, Gunungpati, Semarang 50229, Indonesia)

Journal of Industrial Community Empowerment
Vol 2, No 2 (2023): Published in October 2023

Micro, Small and Medium Enterprises (MSMEs) in Indonesia are the largest business units that support the country's economy. In Mangunharjo District, Tugu District, Semarang City, there are several groups of MSMEs which are mainly engaged in the food processing industry. However, MSME owners face various challenges, such as a lack of marketing methods. As a result, many MSMEs only produce food products when there is an order and rely on consignment at the nearest shop for a limited period of time. This problem requires a solution that can overcome the concerns of MSME owners, one of which is by changing marketing methods. Currently, MSMEs in the regions only rely on traditional marketing methods. By holding training activities for the public about the benefits of digital marketing, it is hoped that MSME owners can change their perspective and adopt more modern marketing methods. Through evaluations carried out after training, the MSME group has started to utilize digital platforms to market their products. The results show that MSMEs are starting to get used to digital marketing to increase sales value.