Optimalisasi Digital Marketing Untuk Meningkatkan Pemasaran pada Usaha Ayam Penyet Raffa di Medan Tembung

Authors

  • T Teviana Universitas Negeri Medan, Indonesia
  • Adelina Lubis Universitas Medan Area, Indonesia
  • Syukria Resti Haq Universitas Negeri Medan, Indonesia

DOI:

https://doi.org/10.57235/mantap.v3i1.5662

Keywords:

Optimalisasi, digital marketing, UMKM, media sosial, strategi pemasaran

Abstract

Digital marketing menjadi strategi utama bagi UMKM untuk meningkatkan daya saing dan menjangkau lebih banyak pelanggan. Saat ini, Ayam Penyet Raffa hanya menggunakan WhatsApp sebagai media pemasaran, yang memiliki keterbatasan dalam menjangkau pelanggan baru. Penelitian ini bertujuan untuk menganalisis efektivitas pemasaran digital usaha ini serta merekomendasikan strategi optimal melalui media sosial seperti Instagram dan Facebook. Dengan metode kualitatif deskriptif, data diperoleh melalui wawancara, observasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa penggunaan media sosial dapat meningkatkan visibilitas usaha, keterlibatan pelanggan, serta penjualan. Tantangan utama yang dihadapi adalah kurangnya pemahaman digital marketing, keterbatasan sumber daya, serta minimnya pemanfaatan fitur promosi. Rekomendasi yang diberikan meliputi pembuatan konten visual menarik, penggunaan iklan berbayar, serta kolaborasi dengan influencer guna memperluas jangkauan pasar.

Downloads

Download data is not yet available.

References

Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321-339

Chaffey, D., & Ellis-Chadwick, F. (2020). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson

Charlesworth, A. (2020). Digital Marketing: A Practical Approach (3rd ed.). Routledge

Evans, D. (2020). Social Media Marketing: The Next Generation of Business Engagement. Wiley

Gillin, P. (2021). The New Influencers: A Marketer’s Guide to the New Social Media. Quill Driver Books

Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269-293

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley

Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172

Lubis, A., Aisyah, N., Effendi, I., & Pratama, I. (2022). Penyuluhan Model Pemasaran, Sense of Belonging dan Keuangan untuk Meningkatkan Pendapatan UKM Usaha Konveksi di Kecamatan Medan Denai

Lubis, A., Lubis, N. W., Apriliya, I., Wardhani, J., Area, U. M., Setia, J., No, B., Rejo, T., Sunggal, K. M., & Medan, K. (2022). The Effectiveness of Digital Marketing as a Promotional Media Paddy Agro-Tourism in The Village of Market Transfer. Journal of Management, 12(2), 2079–2084

Lubis, A., Syahvira, S. A., Putri, A. S., Mutahajjid, Z. A., & Lubis, A. R. S. (2024). Product Image And Ethnocentrism Factors In Influencing Knowledge Of UIS Karo Among Universitas Medan Area Students. The International Conference on Education, Social Sciences and Technology (ICESST), 3(2), 53–62

Maulana, A., Lubis, A., & Effendi, I. (2023). Pemasaran di Era Digital: Pengaruhnya terhadap Keputusan Pembelian Pelanggan Pesenjama Coffee Medan. Jurnal Ilmiah Akuntansi Keuangan Dan Bisnis (JIKABI), 2(2), 77–86

Nasution, M. D. T. P., Rafiki, A., Lubis, A., & Rossanty, Y. (2021). Entrepreneurial orientation, knowledge management, dynamic capabilities towards e-commerce adoption of SMEs in Indonesia. Journal of Science and Technology Policy Management, 12(2), 256–282

Pratama, I., Asputri, I. M. P., & Lubis, A. (2024). The Relationship Between Service Quality and Customer Green Satisfaction at Madani Hotel Medan. Proceeding of The International Conference on Business and Economics, 2(2), 350–357

Putra, Y. M., Lubis, A., & Pratama, I. (2024). The Role Of Green Marketing And Brand Image In Shaping The Decision To Stay At Ecolodge Bukit Lawang Resort. The International Conference on Education, Social Sciences and Technology (ICESST), 3(2), 277–283

Ryan, D. (2020). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (5th ed.). Kogan Page

Ryan, D., & Jones, C. (2012). Digital Marketing: Creating Value through Digital Strategies. Pearson

Scott, D. M. (2020). The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly (7th ed.). Wiley

Segara, S. C., Effendi, I., & Lubis, A. (2023). The influence of brand image and digital marketing on the decisions to visit tourists to improve the community’s economy in Sayum Sabah. Enrichment: Journal of Management, 13(2), 1536–1542

Solomon, M. R. (2021). Consumer Behavior: Buying, Having, and Being (13th ed.). Pearson

Statista. (2023). Facebook advertising statistics. Retrieved from www.statista.com

Statista. (2023). Instagram user engagement statistics. Retrieved from www.statista.com

Tambunan, S. B., Lubis, A., & Wijaya, M. (2021). Antecedents of Iphone Product Purchase Decision at Medan Area University Students. International Journal of Economic, Technology and Social Sciences (Injects), 2(2), 445–453

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2018). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708

Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing (3rd ed.). Sage

Downloads

Published

2025-03-27

How to Cite

Teviana, T., Lubis, A., & Haq, S. R. (2025). Optimalisasi Digital Marketing Untuk Meningkatkan Pemasaran pada Usaha Ayam Penyet Raffa di Medan Tembung. Journal of Management Accounting, Tax and Production, 3(1), 225–230. https://doi.org/10.57235/mantap.v3i1.5662

Issue

Vol. 3 No. 1 (2025): Maret 2025

Section

Articles

Citation Check

License

  1. Authors certify that the work reported here has not been published before and contains no materials the publication of which would violate any copyright or other personal or proprietary right of any person or entity.
  2. Authors dont transfer or license the copyright of publishing to MANTAP: Journal of Management Accounting, Tax and Production Research to publish the article in any media format, to share, to disseminate, to index, and to maximize the impact of the article in any databases.
  3. Authors hereby dont agree to transfer a copyright for publishing to MANTAP: Journal of Management Accounting, Tax and Production a Publisher of the manuscript. 
  4. Authors reserve the following: 
    1. all proprietary rights other than copyright such as patent rights; 
    2. the right to use all or part of this article in future works of our own such as in books and lectures;
    3. use for presentation in a meeting or conference and distributing copies to attendees; 
    4. use for internal training by author's company;
    5. distribution to colleagues for their research use;
    6. use in a subsequent compilation of the author's works;
    7. inclusion in a thesis or dissertation;
    8. reuse of portions or extracts from the article in other works (with full acknowledgement of final article);
    9. preparation of derivative works (other than commercial purposes) (with full acknowledgement of final article); and
    10. voluntary posting on open web sites operated by author or author’s institution for scholarly purposes, but it should follow the open access license of Creative Common CC BY-NC License.