Pengembangan Strategi Pemasaran Digital Umkm Kripik Tempe Di Desa Pulo Ampel Kecamatan Pulo Ampel, Kabupaten Serang

Ratu Sifa  Ni’mah; Muflihah Muflihah; Diah Permata  Sari; Adinda Dwi Rahayu  Octaviani; Mila Mustika  Nuraini

doi:10.46306/seumpama.v3i2.103

Authors

Ratu Sifa Ni’mah Universitas Bina Bangsa
Muflihah Muflihah Universitas Bina Bangsa
Diah Permata Sari Universitas Bina Bangsa
Adinda Dwi Rahayu Octaviani Universitas Bina Bangsa
Mila Mustika Nuraini Universitas Bina Bangsa

DOI:

https://doi.org/10.46306/seumpama.v3i2.103

Keywords:

Digital Marketing, MSMEs, Tempe Chips, Pulo Ampel Village, Marketing Strategy.

Abstract

This study aims to identify and formulate effective digital marketing strategies to enhance the competitiveness and market reach of Micro, Small, and Medium Enterprises (MSMEs) producing tempe chips in Pulo Ampel Village, Pulo Ampel District, Serang Regency. Despite the good product potential, MSME actors face challenges related to limited promotion and market competition. The research method used is descriptive qualitative, conducted through observation and in-depth interviews with MSME owners. The developed strategies include optimizing the use of social media such as Instagram and TikTok to build brand awareness and consumer interaction, utilizing local and national e-commerce platforms to expand sales channels, and implementing simple Search Engine Optimization (SEO) techniques to increase online product visibility. The results show that the structured and continuous implementation of these strategies can help the tempe chip MSMEs to achieve a broader market share and increase sales volume.

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