PEMBERDAYAAN MASYARAKAT MELALUI DIGITAL MARKETING DALAM PENGEMBANGAN USAHA KUPAT TAHU KHAS PADALARANG (Studi Pada Para Pedagang Kupat Tahu Khas Padalarang di Wilayah Desa Kertamulya)
DOI:
https://doi.org/10.22460/comm-edu.v6i2.12600Abstract
Era revolusi 4.0 mendorong masyarakat untuk memanfaatkan internet sebagai wahana digital marketing. Masyarakat utamanya yang bergerak di bidang usaha mikro, kecil, dan menengah (UMKM) memiliki jangkauan pasar yang lebih luas dengan penggunaan internet atau pemasaran berbasis online lainnya. Hal tersebut mendorong akademisi sebagai bagian dari masyarakat untuk berperan aktif dalam menginisiasi, mendorong, dan mendampingi realisasi digital marketing tersebut, salah satunya telah dilakukan di Desa Kertamulya, Kecamatan Padalarang, Kabupaten Bandung Barat. Masyarakat Desa Kertamulya memiliki potensi usaha pangan lokal maupun handycraft yang dapat dikembangkan melalui digital marketing. Penelitian ini merupakan penelitian kualitatif dengan tujuan mengidentifikasi fungsi dan dampak digital marketing yang telah diterapkan dalam proses pemberdayaan masyarakat. Adapun hasil penelitian menunjukkan adanya fungsi manifes berupa peningkatan jumlah penjualan dan omzet yang diperoleh pengusaha melalui digital marketing sedangkan fungsi latennya berupa perubahan gaya hidup masyarakat perdesaan yang menjadi konsumtif semenjak mengenal dunia internet.
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