Digital Marketing Implementation to Improve the Business Performance of Sihobuk Peanut MSMEs in Sipoholon District North Tapanuli Regency
Sabda Dian Nurani Siahaan, Lenti Susanna Saragih, Dede Ruslan

Faculty of Economic, Universitas Negeri Medan

Abstract

Digitalization has become a crucial necessity in the development of MSMEs to enhance competitiveness and increase income. This study aims to implement a social media-based digital marketing for Sihobuk Peanut MSMEs in Sipoholon District, North Tapanuli Regency, and to measure its impact on business income. These MSMEs have experienced stagnant revenues due to their continued reliance on conventional marketing methods, particularly because most business owners are elderly and less familiar with technology. The research was conducted on five MSMEs using the ADDIE method (Analysis, Design, Development, Implementation, and Evaluation). The results show that after the implementation of the digital marketing, all MSMEs experienced an increase in business income. These findings demonstrate that digital marketing has a positive impact on the growth of local businesses. Therefore, digitalization should be continuously encouraged, especially through ongoing training for senior business owners to ensure they are not left behind in the digital transformation.

Keywords: Social Media Marketing - Business Performance - Sihobuk Peanut - Sipoholon

Topic: Economics, Social and Early childhood Education