Evaluasi Penerapan Strategi Digital Marketing dan Studi Kelayakan Rancang Bangun Aplikasi Marketplace pada UMKM Binaan Politeknik Negeri Bengkalis
DOI:
https://doi.org/10.35870/emt.v10i1.5786Keywords:
Evaluation, Digital Marketing, Effectiveness, Feasibility StudyAbstract
The purpose of this study was to evaluate the implementation of digital marketing strategies, determine their effectiveness, and analyze the feasibility of designing a marketplace application for MSMEs assisted by Bengkalis State Polytechnic. This study was descriptive quantitative, aimed at determining the effectiveness of digital marketing and assessing the feasibility of implementing the marketplace for these MSMEs. Data collection techniques used included surveys, observational interviews, questionnaires, and in-depth interviews with MSMEs assisted by Bengkalis State Polytechnic. MSMEs preferred using social media marketing, indicating that social media is an effective channel for selling their products. Based on the interviews and observations, the implementation of digital marketing was highly effective in increasing their business revenue. The table above shows the average percentage increase in MSME revenue was approximately 73%. The summary results obtained an overall average of 4.35, indicating that respondents strongly agreed with the implementation of the marketplace application. Therefore, implementing a marketplace application for the assisted MSMEs is feasible.
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