DIGITAL MARKETING TRANSFORMATION: A SOLUTION FOR DEVELOPING SMES IN KADUGENEP TOURISM VILLAGE
Keywords:
MSMEs, Digital Marketing, Tourist Village, Online Marketing, Local Crafts, Economic DevelopmentAbstract
This research aims to develop a digital marketing strategy model to support the growth of Micro, Small, and Medium Enterprises (MSMEs) in Kadugenep Village, Serang Regency, as part of efforts to establish the village as a tourist destination. Kadugenep Village is known for its local crafts, particularly bag production and bamboo weaving, but faces challenges in adopting digital technology to expand market reach. The research employs a qualitative method using interviews, observations, and documentation. The results show that a digital marketing strategy, especially through social media platforms like Instagram, Facebook, and e-commerce sites, significantly improves MSME product visibility, expands the consumer base, and strengthens market competitiveness. Moreover, this model helps reduce reliance on intermediaries, thereby enhancing production efficiency and profitability. With the optimal use of digital technology, Kadugenep's MSMEs are expected to grow sustainably, while promoting the village as a well-known tourist destination. This model offers a relevant solution for advancing MSMEs in the digital era.
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Copyright (c) 2025 Bambang Irawan, Sophiyanto Wuryan, Agus Herwanto, Popong Setiawati, Badie Uddin (Author)
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