Alexander Jason, Fahmi Arif Kurnia Rahman, Rafif Sagita Nugraha

Digitalisasi Pemasaran Bisnis Cuci Sepatu Vins Cleaning Station

Introduction

digitalisasi pemasaran bisnis cuci sepatu vins cleaning station. Tingkatkan bisnis cuci sepatu Vins Cleaning Station di Purwokerto! Pelajari digitalisasi pemasaran UMKM, strategi promosi digital, visibilitas, dan daya saing pasar.

Abstract

UMKM Vins Cleaning Station adalah pelopor layanan cuci sepatu di Purwokerto yang menghadapi tantangan dalam meningkatkan visibilitas digital, memaksimalkan strategi pemasaran, dan mengatasi keterbatasan fasilitas fisik. Penelitian ini bertujuan untuk mendampingi UMKM dalam mengoptimalkan kehadirannya di media digital, merancang strategi promosi yang efektif, serta memperbaiki keterbatasan fisik melalui program pendampingan terintegrasi. Metode yang digunakan meliputi pembuatan konten media sosial, pengembangan strategi bisnis, dan kolaborasi dengan komunitas lokal. Hasil menunjukkan peningkatan signifikan dalam visibilitas digital, keterlibatan audiens, dan pertumbuhan pengikut media sosial. Meskipun demikian, konversi dari audiens digital menjadi konsumen tetap masih rendah. Penelitian ini menyimpulkan bahwa optimalisasi pemasaran digital dan strategi branding yang konsisten diperlukan untuk memperluas jangkauan pasar dan meningkatkan daya saing UMKM di sektor layanan perawatan sepatu.

Review

This paper, "Digitalisasi Pemasaran Bisnis Cuci Sepatu Vins Cleaning Station," presents a timely intervention study addressing the critical need for digital transformation among Micro, Small, and Medium Enterprises (UMKM) in Indonesia, specifically focusing on a shoe laundry service. The authors aim to assist Vins Cleaning Station, a pioneering business in Purwokerto, in overcoming challenges related to digital visibility, marketing strategy, and physical facility limitations. The methodology, encompassing social media content creation, business strategy development, and local community collaboration, demonstrates a practical and integrated approach to SME development, making the research highly relevant for practitioners and policymakers interested in local economic empowerment through digitalization. The findings indicate significant positive outcomes, including a notable increase in Vins Cleaning Station's digital visibility, enhanced audience engagement, and substantial growth in social media followers. These results underscore the effectiveness of the applied digital marketing strategies in building brand awareness and establishing an online presence for local service businesses. However, a crucial insight from the study is the acknowledgment that despite improved digital metrics, the conversion rate from the digital audience to actual paying customers remains low. This highlights a common challenge in digital marketing efforts where engagement does not automatically translate into sales, pointing to a potential gap between online presence and offline transaction finalization. In conclusion, while the paper successfully demonstrates the utility of digital marketing for enhancing online visibility and engagement for an UMKM, the identified challenge of low conversion rates offers a valuable area for further exploration. Future research could delve deeper into the specific barriers preventing digital audiences from becoming loyal customers, perhaps examining pricing strategies, service differentiation, customer journey mapping, or the effectiveness of calls to action. Despite this, the study provides a solid foundation for understanding the initial steps of digital adoption for service-based UMKMs and emphasizes the ongoing need for sophisticated branding and conversion-focused strategies to ensure sustainable market growth and competitiveness.

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