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This document discusses how digital marketing can be used as an integrated marketing communication strategy for BUMDesa businesses in East Java. It focuses on using online media like Instagram, Facebook, and WhatsApp for business. The study found that BUMDesa product marketing is shifting from conventional offline methods to digital online methods. The concept of digital marketing for BUMDesa businesses allows them to market their products anywhere, anytime online. Their communication strategy involves posting positioning statements on social media and quickly responding to online reviews. The study suggests BUMDesa can improve management of both conventional and digital marketing activities.
This document discusses how digital marketing can be used as an integrated marketing communication strategy for BUMDesa businesses in East Java. It focuses on using online media like Instagram, Facebook, and WhatsApp for business. The study found that BUMDesa product marketing is shifting from conventional offline methods to digital online methods. The concept of digital marketing for BUMDesa businesses allows them to market their products anywhere, anytime online. Their communication strategy involves posting positioning statements on social media and quickly responding to online reviews. The study suggests BUMDesa can improve management of both conventional and digital marketing activities.
This document discusses how digital marketing can be used as an integrated marketing communication strategy for BUMDesa businesses in East Java. It focuses on using online media like Instagram, Facebook, and WhatsApp for business. The study found that BUMDesa product marketing is shifting from conventional offline methods to digital online methods. The concept of digital marketing for BUMDesa businesses allows them to market their products anywhere, anytime online. Their communication strategy involves posting positioning statements on social media and quickly responding to online reviews. The study suggests BUMDesa can improve management of both conventional and digital marketing activities.
1 Prodi S1 Manajemen, Fakultas Ekonomi, Universitas Trunojoyo 2 Prodi S1 Manajemen, Fakultas Ekonomi, Universitas Trunojoyo
ABSTRACT
The purpose of this study is how the marketing communication strategy
through digital marketing is carried out by BUMDesa businesses as a driver of the village economy in order to prosper the Village Communities in East Java in marketing their products. This research is focused on the online media such as Instagram Business, Facebook Business and Whatshapp Business. This study used qualitative research methods to provide data and facts about the application of digital marketing in Badan Usaha Milik Desa (BUMDesa). Interviews, documentation, and observation used as data collection techniques. Data is analyzed with a grounded theory approach that provides development of the field of research studies. The analysis techniques consisted of data reduction, data presentation and conclusion. The research findings show that in marketing BUMDesa products, marketing trends are shifting from conventional (offline) to digital (online). The concept of digital marketing for BUMDesa businesses is to be able to market their products from anywhere and anytime through the internet / online media. So the communication strategy is done through digital marketing are the submission of positioning statements in each post on online media (Instagram Bisnis Facebook Bisnis and Whatshap Bisnis) and the speed of response to online reviews of online media. Suggestions for BUMDesa in carrying out marketing activities, both conventional and especially digital marketing, can be developed for better management.
Keywords: Digital Marketing, Integrated Marketing Communication
Strategy, Badan Usaha Milik Desa (BUMDesa) DIGITAL MARKETING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN TERPADU PADA BADAN USAHA MILIK DESA (BUMDESA) DI JAWA TIMUR
BAMBANG SETIYO PAMBUDI
MANAJEMEN, FAKULTAS EKONOMI UNIVERSITAS TRUNOJOYO
ABSTRAK
Tujuan penelitian ini adalah bagaimana strategi komunikasi pemasaran
melalui digital marketing yang dilakukan oleh pelaku usaha BUMDesa sebagai penggerak perekonomian desa dalam rangka mensejahterakan Masyarakat Desa di Jawa Timur dalam memasarkan produknya. Penelitian ini di fokuskan pada media online Instagram Bisnis, Facebook Bisnis dan Whatshapp Bisnis. Penelitian ini menggunakan metode penelitian kualitatif untuk memberikan data dan fakta mengenai bagaimana penerapan digital marketing pada Badan Usaha Milik Desa (BUMDesa), data tersebut dianalisis dengan pendekatan grounded theory yang memberikan pengembangan terhadap bidang kajian penelitian. Dan data di kumpulkan dengan teknik pengumpulan data menggunakan teknik wawancara, dokumentasi, dan observasi. Teknik analisis data dengan reduksi data, penyajian data dan penarikan kesimpulan. Temuan Penelitian menunjukkan bahwa dalam pemasaran produk-produk BUMDesa saat ini tren pemasaran beralih dari konvensional (offline) menjadi digital (online). Konsep digital marketing bagi para pelaku usaha BUMDesa yaitu dapat memasarkan produknya dari mana saja dan kapan saja melalui internet/media online. Sehingga strategi komunikasi dilakukan melalui digital marketing yaitu penyampaian positioning statement di setiap postingan pada media online (Instagram Bisnis facebook Bisnis dan Whatshap Bisnis) dan kecepatan respon pada review online dari media online. Saran bagi BUMDesa dalam menjalankan aktivitas pemasaran, baik konvensional terutama digital marketing bisa dikembangkan pengelolaannya lebih baik lagi.
Kata Kunci: Digital Marketing, Strategi Komunikasi Pemasaran Terpadu,