Digital Marketing Development for Aren Sugar MSME in Dalig Raya Village, Simalungun Regency Lenti Susanna Saragih (a*), Aurora Elise Putriku (b), Sabda Dian Nurani Siahaan (c), Jufri Darma (d)
a*) Economic Faculty, Universitas Negeri Medan, Jl. William Iskandar Pasar V Medan Estate, Medan, Indonesia
b) Economic Faculty, Universitas Negeri Medan
c) Economic Faculty, Universitas Negeri Medan
d) Economic Faculty, Universitas Negeri Medan
Abstract
The study aims to develop and implement digital marketing applications, such as social media, digital marketing content, e-commerce, and endorsements, and then measure their impact on MSME businesses^ income. This developmental research uses the 4D model, which includes four stages: define (initial research and analysis), design, develop (digital marketing development), and disseminate (implementation, evaluation, reporting, and follow-up plans).
Initial analysis results show that online marketing growth is predicted to continue increasing until 2030, creating an opportunity for MSME players to maximize profits. Therefore, MSME must continually update and introduce products to effectively compete in digital marketing. Field research shows that aren palm is one of the superior agricultural commodities in the Pematang Raya area, particularly in Dalig Raya Village. The processed nira water produced in Dalig Raya Village includes palm sugar, brown sugar powder, and palm sugar paste. Palm sugar is traditionally marketed by selling to collectors, which tends to keep the price low for farmers. Palm sugar is still packaged in plastic bags or burlap, so the product^s identity is not well-known. Digital marketing of palm sugar products in Dalig Raya Village uses social media platforms such as FB and IG. Digital content includes videos and packaging designs. E-commerce uses Shopie accounts, and endorsements use content creators.
The results of this study indicate that expert validation of the developed digital marketing content is feasible. Additionally, digital marketing users responded positively to the content presented, categorizing it as very interesting. The effectiveness of digital marketing for palm sugar products was measured by tracking sales through the developed platform for three consecutive months. The results showed that, during the three-month trial period, the number of palm sugar sales increased, impacting the income of palm sugar farmers in Dalig Raya.
Keywords: Digital Marketing- Palm Sugar-MSME
Topic: Economics, Social and Early childhood Education
