ANALYSIS OF MARKETING DIGITALIZATION IN INCREASING MSME INCOME IN DELI SERDANG REGENCY (SHOPEE CASE STUDY)

Risky Halomoan Suregar, Nurbaiti Nurbaiti, Muhammad Lathief Ilhamy, Asma Ul Husni, Della Puspita Sari

Abstract


This study aims to find out how the application of marketing digitalization in increasing the income of MSMEs in Deli Serdang Regency (Shopee Case Study). A qualitative approach is used in this study, using a descriptive methodology. In this study, documentation, interviews, and observations are the methods used to collect data. Primary and secondary data are two forms of data that are used as research data sources. Data presentation, data reduction, and conclusion preparation are the analysis techniques used. The findings of the research, as determined by data analysis, show that the application of marketing digitalization in increasing the income of MSMEs in Deli Serdang Regency (Shopee Case Study) has been implemented and is able to increase the income of MSMEs in Deli Serdang Regency and the obstacles that occur in the implementation of marketing digitalization in MSMEs in Deli Serdang Regency (Shopee Case Study) are quite tight price competition, price additions to products sold and inappropriate shipping costs with the distance traveled or quite expensive and there are still some consumers who do not have internet facilities so that they cannot hit the marketing promotion target of MSMEs in Deli Serdang Regency. Keywords: Marketing Digitalization, MSME Income

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