Strategi Pemasaran dalam Pengembangan UMKM Berbasis Kerajinan untuk Menghadapi Era Ekonomi Digital (Studi Kasus di Desa Kopo, Kecamatan Cisarua, Kabupaten Bogor)

Abstract

Technological developments would affect another sectors including economics. This can be seen with the era of the digital economy. Businessman such as Small and Medium Enterprise (SME) owners are not only able to produce a product, but also have to adapt and apply the technological developments to economic activity. One of village that has the potential craft-based SMEs namely Kopo Village, Cisarua District, Bogor Regency. However, knowledge and skills of SME owners in the Kopo Village to implement the technology in economic activity is not developed, therefore the marketing strategy of SMEs owners are very limited. The objectives of this study is to identify marketing strategies for SME development in the village-based craft Kopo. The data were obtained by BPS and literature review as secondary data and primary data were collected by observation. Thus The data processing were analyzed with the SWOT analysis. The results showed that there are two priorities strategies, which are: (1) The owner of SMEs applying e-commerce in order to become the market leader; (2) The owner of SMEs make a branding to appear brand image of its products.
Keywords : Digital Economy, Marketing Strategy, Small and Medium Enterprises,