Ananda Putri, Dafina Howara, Siti Yuliaty Chansa Arfah

MODEL PENERAPAN DIGITAL MARKETING DALAM MEMBANGUN BRAND AWARENESS UMKM LINDA DI KOTA PALU

Introduction

Model penerapan digital marketing dalam membangun brand awareness umkm linda di kota palu. Studi penerapan digital marketing UMKM Linda di Palu untuk brand awareness. Menggunakan media sosial (FB, IG, WA Business) dengan model AIDA & 4C, mengungkap kendala.

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana model penerapan digital marketing dan kendala apa saja terkait model penerapan digital marketing dalam membangun brand awareness UMKM Linda di Kota Palu, yang dilaksanakan pada bulan September-Oktober 2024. Penentuan responden dilakukan secara purposive dengan responden sebanyak 5 orang.Metode analisis data yang digunakan adalah analisis deskriptif pendekatan kualitatif. Hasil dari penelitian ini menyebutkan bahwa model penerapan digital marketing yang dilakukan oleh UMKM Linda adalah model Sosial Media Marketing melalui platform Facebook, Instagram dan Whatsapp Business dengan menerapkan model AIDA yaitu (Attention, Interest,desire Action) dan konsep 4c (Customers,Cost, Convenience, Communication) untuk memahami keinginan pelanggan. Kendala yang dihadapi ada dua yaitu kendala umum seperti keterbatasan sumber daya manusia dan kurangnya pengetahuan tentang digital marketing, kendala khusus terdapat pada platform media sosial Facebook, Instagram dan Whatsapp Business. Brand awareness UMKM Linda berada pada tingkatan brand recognition.

Review

This paper offers a focused investigation into the digital marketing application model and associated constraints faced by UMKM Linda in building brand awareness within Palu City. The abstract clearly outlines the study's objectives, which include identifying both the specific digital marketing strategies employed and the challenges encountered. The findings present a concise overview of a micro-enterprise's practical approach to digital outreach, making a relevant contribution to understanding local business dynamics in the evolving digital landscape. A notable strength of this research is its clear delineation of the digital marketing model adopted by UMKM Linda. The study specifically identifies the utilization of Social Media Marketing across key platforms such as Facebook, Instagram, and WhatsApp Business. It further details the application of established marketing frameworks like AIDA (Attention, Interest, Desire, Action) for customer engagement and the 4C concept (Customers, Cost, Convenience, Communication) for understanding customer needs. The paper also successfully categorizes the obstacles into general constraints, such as human resource limitations and knowledge gaps, and specific platform-related issues. The conclusion that UMKM Linda has achieved a 'brand recognition' level of brand awareness provides a tangible outcome of their digital marketing efforts. Despite its valuable insights, the study's methodological approach, particularly the purposive sampling of only five respondents for a qualitative descriptive analysis, presents a limitation regarding the generalizability and comprehensive depth of the "model penerapan" findings. While suitable for an initial exploratory case study, this restricted sample size might not fully capture all the intricacies or represent a robust "model" even for a single UMKM, let alone broader application. Future research would benefit from expanding the respondent pool, potentially incorporating a comparative analysis across multiple UMKM to identify more robust and transferable digital marketing models. Additionally, a deeper qualitative exploration into the specific nature of the "kendala khusus" (specific constraints) on social media platforms, beyond merely stating their existence, would provide richer practical implications for other small businesses facing similar challenges.

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