Analisis Pasar dan Segmentasi Konsumen untuk Pemasaran Gula Aren Semut
DOI:
https://doi.org/10.36312/ej.v5i2.2165Keywords:
Pemasaran Digital, Segmentasi Konsumen, Gula Aren Semut, Media SosialAbstract
Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital dan segmentasi konsumen yang diterapkan oleh UMKM UD. Arya Krisna dalam memasarkan produk Gula Aren Semut di era digital. Metode kualitatif digunakan untuk mengumpulkan data dari berbagai sumber, termasuk laporan pemasaran, laporan keuangan, dan data pasar. Hasil penelitian menunjukkan bahwa strategi pemasaran digital, seperti optimasi mesin pencari (SEO) dan penggunaan media sosial, secara signifikan meningkatkan keterlibatan konsumen dan penjualan. Segmentasi konsumen berdasarkan demografi dan perilaku digital, seperti konsumen yang peduli kesehatan dan lingkungan, membantu meningkatkan efektivitas kampanye pemasaran. Konten yang dihasilkan oleh pengguna (UGC) dan kolaborasi dengan influencer terbukti mampu memperkuat hubungan konsumen dan meningkatkan visibilitas merek. Meski demikian, tantangan seperti keterbatasan sumber daya dan literasi digital masih menjadi hambatan yang harus diatasi. Penelitian ini memberikan wawasan tentang pentingnya digitalisasi pemasaran untuk produk niche seperti Gula Aren Semut di pasar pedesaan, serta rekomendasi untuk UMKM serupa dalam menerapkan strategi pemasaran digital yang lebih efektif. Penelitian ini juga menyoroti pentingnya analisis data yang berkelanjutan untuk memastikan keberhasilan jangka panjang.
Market Analysis and Consumer Segmentation for the Marketing of Gula Aren Semut
Abstract
This study aims to analyze the digital marketing strategies and consumer segmentation applied by the SME UD. Arya Krisna in marketing Gula Aren Semut in the digital era. A qualitative method was used to gather data from various sources, including marketing reports, financial records, and market data. The results indicate that digital marketing strategies, such as search engine optimization (SEO) and social media usage, significantly increase consumer engagement and sales. Consumer segmentation based on demographics and digital behavior, such as health-conscious and eco-conscious consumers, enhanced the effectiveness of marketing campaigns. User-generated content (UGC) and influencer collaborations were found to strengthen consumer relationships and increase brand visibility. However, challenges such as resource limitations and digital literacy remain barriers that need to be addressed. This study provides insights into the importance of digital marketing for niche products like Gula Aren Semut in rural markets, offering recommendations for similar SMEs to implement more effective digital marketing strategies. It also highlights the significance of continuous data analysis to ensure long-term success.
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