Analysis of The Implementation of Digital Marketing for Marning SMEs in Bukit Barisan Village, Merigi District
Downloads
Digital marketing has become an essential strategy for strengthening the competitiveness of micro, small, and medium enterprises, particularly rural food-based businesses that still depend on conventional marketing systems. This study aims to analyze the implementation of digital marketing among marning SMEs in Bukit Barisan Village, Merigi District, by identifying adoption levels, inhibiting factors, and strategic business opportunities. This research employed a descriptive qualitative method through observation, interviews, questionnaires, documentation, and mentoring activities involving marning business actors, with a specific focus on Sifa Rasa Shop. The analysis used the 7P marketing mix and SWOT approach to evaluate internal strengths, weaknesses, external opportunities, and threats. The results show that digital marketing adoption remains limited. Of 22 identified business actors, only 11 participated in training, seven were interested in mentoring, and only two implemented digital marketing through platforms such as Instagram, TikTok, and Shopee. Major barriers included low digital literacy, product legality and certification limitations, packaging problems, dependence on traditional sales, and limited managerial readiness. However, Sifa Rasa Shop demonstrated strong potential through product variety, competitive pricing, legality, attractive packaging, and marketplace utilization. In conclusion, digital marketing implementation is still transitional but promising when supported by structured training, mentoring, product legality, and continuous digital capacity building.
Copyright (c) 2026 Beatrix Tandyana, Eva Angelique , Cicilia Rahayuning Tyas Utami, Damar Aryo Puntodewo , Arie Vatresia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
