ANALISIS PENERAPAN DIGITAL MARKETING UNTUK MENINGKATKAN WAWASAN DAN PENDAPATAN UMKM MASYARAKAT DESA TANJUNG MULIA

Abstract

This study aims to analyze the application of digital marketing in increasing the insight and income of MSME actors in Tanjung Mulia Village. MSMEs have a strategic role in the local economy, but many business actors in the village still rely on conventional marketing, making it difficult to expand the market and increase revenue. This study uses a quantitative descriptive approach with survey techniques through questionnaires given to active MSME actors in 2024. The variables studied included the level of understanding of digital marketing, the form of social media implementation (Instagram, Facebook, and WhatsApp), and changes in income before and after implementation. The results of the study show that the level of understanding of MSME actors about digital marketing is in the low to medium category, influenced by the lack of digital literacy and limited access to training. However, some actors who started using social media showed an increase in business visibility and an expansion of market reach. The implementation of digital marketing has been proven to have a positive influence on revenue, especially for MSMEs that implement promotion strategies consistently. The conclusion of this study confirms that digital marketing has significant potential to improve the performance of MSMEs, but its success depends on increasing insights, continuous mentoring, and strengthening the digital ecosystem at the village level.