Identifikasi Permasalahan dan Kebutuhan Pelatihan Digital Marketing untuk Pelaku Usaha UMKM di Bojonegoro
DOI:
https://doi.org/10.51278/aj.v5i2.832Keywords:
Digital Marketing, Training Digital Marketing, Training DigitalAbstract
Digital marketing strategy is one of the activities to promote products to prospective buyers, this strategy is quite popular with business people in the digital era. Therefore, this study aims to identify the problems faced by SMEs and the need for a Digital Marketing Training Model. This research is a type of qualitative research, the interview guide is used as an instrument to collect data in the form of responses from MSME actors. The population of this research was 29 MSME actors in Kalitudu Village, Bojonegoro Regency, and 3 people who were involved as research subjects were selected by purposive sampling. The findings from this research indicate that MSME actors think that digital marketing strategy is a science that they must master so they can optimize product marketing and sales, even though most of them have tried implementing marketing through digital partners such as Grab, Gojek and Shopee. It's just that they feel they need digital marketing competencies so that the market reach of the products being sold becomes wider, so that they are able to obtain greater and optimal results from business activities. Therefore, the concept of digital technology-based marketing (digital marketing) needs to be conveyed to MSMEs through training activities that contain contextual elements, so that it is easy and relevant to understand in order to overcome the problems they face during trading activities.
Keywords: Digital Marketing, Training Digital Marketing, Training Digital
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