Penerapan Strategi Digital Marketing dalam Mempromosikan Produk Virgin Coconut Oil (VCO) pada UMKM Moonow Jaya - Mokoginta, Herry; Paputungan, Agus Irianto; Mahmud, Dody (Empiricism Journal, 2025)
Penerapan strategi digital marketing pada UMKM Moonow Jaya terbukti efektif dalam meningkatkan kesadaran merek dan penjualan produk Virgin Coconut Oil (VCO). Penelitian ini bertujuan untuk mengevaluasi dampak digital marketing terhadap kesadaran merek dan penjualan, dengan fokus pada efektivitas platform media sosial (Instagram dan Facebook), marketplace (Shopee dan Tokopedia), serta optimasi mesin pencari (SEO). Penelitian menggunakan pendekatan studi kasus kualitatif, dengan data yang dikumpulkan melalui wawancara mendalam dengan pemilik UMKM, analisis data penjualan, dan pemantauan aktivitas digital marketing. Hasil menunjukkan peningkatan signifikan dalam kesadaran merek dan keterlibatan konsumen, terutama melalui konten interaktif seperti infografis dan video yang menekankan manfaat kesehatan VCO. Selain itu, upaya SEO berhasil meningkatkan lalu lintas organik ke situs web, meningkatkan visibilitas produk. Data penjualan menunjukkan pertumbuhan 25% dalam enam bulan pertama setelah implementasi strategi digital marketing, terutama selama promosi di marketplace. Penelitian ini memberikan wawasan berharga tentang peran digital marketing dalam mempromosikan produk kesehatan dan menawarkan kerangka kerja praktis bagi UMKM lainnya di sektor serupa. Penelitian lanjutan disarankan untuk mengeksplorasi penggunaan platform e-commerce internasional dan kolaborasi dengan influencer guna memperluas jangkauan pasar. Application of Digital Marketing Strategies in Promoting Virgin Coconut Oil (VCO) Products at UMKM Moonow Jaya Abstract The application of digital marketing strategies at Moonow Jaya SMEs has proven effective in increasing brand awareness and product sales of Virgin Coconut Oil (VCO). This study aims to evaluate the impact of digital marketing on brand awareness and sales, specifically focusing on the effectiveness of social media platforms (Instagram and Facebook), marketplaces (Shopee and Tokopedia), and search engine optimization (SEO). The research uses a qualitative case study approach, with data collected through in-depth interviews with the business owner, analysis of sales data, and monitoring of digital marketing activities. The results indicate a significant increase in brand awareness and consumer engagement, particularly through interactive content such as infographics and videos emphasizing the health benefits of VCO. Furthermore, SEO efforts have successfully driven organic traffic to the website, increasing product visibility. Sales data show a 25% growth in the first six months following the implementation of these digital marketing strategies, particularly during promotional campaigns on marketplaces. This study provides valuable insights into the role of digital marketing in promoting health-related products and offers a practical framework for other SMEs in similar sectors. Future research should explore the use of international e-commerce platforms and collaborations with influencers to further expand market reach.