Strategi Pemasaran Digital Untuk UMKM Desa: Meningkatkan Keberlanjutan Usaha Mikro Melalui Platform Media Sosial di desa Sikeben

Authors

  • Asrifah Nabila Universitas Islam Negeri Sumatera Utara, Indonesia
  • Muhammad Haikal Amril Tanjung Universitas Islam Negeri Sumatera Utara, Indonesia
  • Wahyu Pinastia Ningrum Universitas Islam Negeri Sumatera Utara, Indonesia
  • Zahra Safira Universitas Islam Negeri Sumatera Utara, Indonesia

DOI:

https://doi.org/10.57235/qistina.v4i2.7752

Keywords:

Village MSMEs, Digital Marketing, Social Media, Village Sustainbility, Sikeben Village

Abstract

Penelitian ini bertujuan untuk mengidentifikasi dan merancang strategi pemasaran digital yang relevan bagi Usaha Mikro, Kecil, dan Menengah (UMKM) di Desa Sikeben dalam rangka meningkatkan keberlanjutan usaha melalui pemanfaatan platform media sosial desa. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode wawancara, observasi, dan studi dokumentasi terhadap pelaku UMKM, aparat desa, dan pengelola media sosial desa. Hasil penelitian menunjukkan bahwa pemanfaatan media sosial desa dapat memperluas jangkauan pasar, meningkatkan interaksi pelanggan, dan membangun citra positif terhadap produk lokal. Namun, masih terdapat kendala seperti keterbatasan literasi digital, infrastruktur internet, serta minimnya strategi konten yang sistematis. Penelitian ini menghasilkan model strategi pemasaran digital berbasis komunitas yang meliputi segmentasi pasar, penguatan konten lokal, kolaborasi antarpemangku kepentingan, dan evaluasi berbasis data.

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Published

2025-12-24

How to Cite

Nabila, A., Tanjung, M. H. A., Ningrum, W. P., & Safira, Z. (2025). Strategi Pemasaran Digital Untuk UMKM Desa: Meningkatkan Keberlanjutan Usaha Mikro Melalui Platform Media Sosial di desa Sikeben. QISTINA: Jurnal Multidisiplin Indonesia, 4(2), 2575–2584. https://doi.org/10.57235/qistina.v4i2.7752

Issue

Vol. 4 No. 2 (2025): December 2025

Section

Articles

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