Implementation of Digital Marketing for Micro Enterprises in Gedangan District
Implementasi Digital Marketing Usaha Mikro di Kecamatan Gedangan
DOI:
https://doi.org/10.21070/ups.11097Keywords:
implementation, digital marketing, micro-enterpriseAbstract
This study aims to analyze the implementation of digital marketing in Micro Enterprises in Gedangan District by adopting the policy implementation theory model from George C. Edward III. The research approach used is descriptive qualitative, involving in-depth interviews, direct observation in the field, and document data collection. The results of the study indicate that communication through socialization and training has not been consistent and uneven, resources are hampered by low digital literacy for elderly entrepreneurs and minimal access to financing, the disposition of Micro Enterprises is very positive with high enthusiasm, the bureaucratic structure supports collaboration between the Gedangan district government and the association with clear coordination. Overall, this program increases income and market expansion of MSMEs, but requires intensive mentoring, technological facilities, human resource strengthening, and continuous communication for optimal digital transformation. But to achieve optimal digital transformation, continuous improvement is needed.
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