Implementasi digital marketing dalam meningkatkan bisnis UKM (usaha kecil dan mikro) di Kelurahan Makroman Kalimantan Timur

Authors

  • Tikawati Tikawati Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda
  • Darmawati Darmawati Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda
  • Nurul Fadhilah Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda
  • Fitria Rahmah Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

DOI:

https://doi.org/10.53088/penamas.v3i1.596

Keywords:

Digital Marketing, Social Media, Small and medium enterprises

Abstract

Business demands for the use of technology in the marketing activities of small and medium enterprises have become mandatory to be met. Business competition and increasingly high business creativity require every small and micro business actor to carry out marketing strategies that are adapted to the times. The need for the internet is mandatory in all activities including business activities. Therefore, small and micro business actors must master digital marketing as one of the most effective tools in marketing products and services. This community service activity aims to increase the insight into knowledge, as well as the skills of small and micro business actors in terms of utilizing digital marketing, in this case the mastery of social meda. This activity was attended by 25 small and micro business participants using the seminar method, explanation of power point slides and LCD projectors, sharing experiences and discussions, as well as direct practice of creating social media accounts (business whatsapp, facebook, Instagram, tik-tok). This community service was carried out in Makroman Village, Welcome District, Samarinda City. The results show that several micro-small business groups have been active in implementing social media as a medium for promoting their business, although there are still many people who have not mapped online business accounts with accounts for personal gain. All participants showed great interest and attention in this activity and they have used marketing media through social media as a promotional medium on an ongoing basis.

Author Biographies

Tikawati Tikawati, Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

 

 

Darmawati Darmawati, Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

 

 

 

Nurul Fadhilah, Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

 

 

Fitria Rahmah, Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

 

 

References

AlAbabneh, H. A. (2022). Researching global digital e-marketing trends. Eastern-European Journal of Enterprise Technologies, 1(13(115)), 26–38. https://doi.org/10.15587/1729-4061.2022.252276

Bagale, G. S., Vandadi, V. R., Singh, D., Sharma, D. K., Garlapati, D. V. K., Bommisetti, R. K., Gupta, R. K., Setsiawan, R., Subramaniyaswamy, V., & Sengan, S. (2021). Small and medium-sized enterprises’ contribution in digital technology. Annals of Operations Research, 0123456789. https://doi.org/10.1007/s10479-021-04235-5

Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53. https://doi.org/10.1016/j.ijinfomgt.2020.102103

Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309.

Dwivedi, Y. K., Rana, N. P., & Alryalat, M. (2017). Affiliate marketing: An overview and analysis of emerging literature. The Marketing Review, 17(1), 33–50

Jutla, D., Bodorik, P., & Dhaliwal, J. (2002). Supporting the e-business readiness of small and medium-sized enterprises: Approaches and metrics. Internet Research, 12(2), 139–164. https://doi.org/10.1108/10662240210422512

Kapoor, K. K., Dwivedi, Y. K., & Piercy, N. (2016). Pay-per-click advertising: A literature review. The Marketing Review, 16(2), 183–202.

Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20, 531. https://doi.org/10.1007/s10796-017-9810-y

Kemp, S. (2022). Digital-2022-Indonesia-February-2022-v01_compressed.pdf (pp. 24–84). https://datareportal.com/reports/digital-2022-indonesia?

Latifah, E. (2019). Perkembangan Ekonomi Digital di. Jurnal Ekonomi Digital, 3(2), 21–27.

Rahman, R. U., Shah, S. M. A., El-Gohary, H., Abbas, M., Khalil, S. H., Altheeb, S. Al, & Sultan, F. (2020). Social media adoption and financial sustainability: Learned lessons from developing countries. Sustainability (Switzerland), 12(24), 1–26. https://doi.org/10.3390/su122410616

Rana, N. P., Slade, E. L., Sahu, G. P., Kizgin, H., Singh, N., Dey, B., Gutierrez, A., & Dwivedi, Y. K. (2020). Digital and Social Media Marketing (Emerging Applications and Theoretical Development) (pp. 57–66). Springer International Publishing, Cham. https://doi.org/10.1007/978-3-030-24374-6_4

Rodrigues, D., & Martinez, L. F. (2020). The influence of digital marketing on recruitment effectiveness: a qualitative study. European Journal of Management Studies, 25(1), 23–44. https://doi.org/10.1108/ejms-09-2020-002

Rogaina, R., & Tikawati, T. (2021). The Effect of Ease of Shopping, Online Customer Reviews and Maslahah Perceptions on Gen Z Online Shopping Decisions (Case Study Of UINSI and UMKT Samarinda Students). Annual International Conference on Islamic Economics and Business (AICIEB), 1, 179–193. https://doi.org/10.18326/aicieb.v1i0.19

Santoso, R., Fianto, A. Y. A., & Ardianto, N. (2020). Pemanfaatan Digital Marketing Untuk Pengembangan Bisnis Pada Karang Taruna Permata Alam Permai Gedangan Sidoarjo. Jurnal Layanan Masyarakat (Journal of Public Services), 4(2), 326. https://doi.org/10.20473/jlm.v4i2.2020.326-338

Sebastian, I. M., Moloney, K. G., Ross, J. W., Fonstad, N. O., Beath, C., & Mocker, M. (2017). How big old companies navigate digital transformation. MIS Quarterly Executive, 16(3), 197–213. https://doi.org/10.4324/9780429286797-6

Vial, G. (2019). Understanding digital transformation: A review and a research agenda. Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003

Yang, Y., Asaad, Y., & Dwivedi, Y. K. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459–469.

Downloads

Published

2023-06-30

How to Cite

Tikawati, T., Darmawati, D., Fadhilah, N., & Rahmah, F. (2023). Implementasi digital marketing dalam meningkatkan bisnis UKM (usaha kecil dan mikro) di Kelurahan Makroman Kalimantan Timur. Penamas: Journal of Community Service, 3(1), 10–19. https://doi.org/10.53088/penamas.v3i1.596