Pemanfaatan Google Analytics Dan Facebook Ads Sebagai Strategi Pemasaran Digital Bagi UMKM Dan Startup
Keywords:
UMKM, Startup, Pemasaran Digital, Google Analytics, Facebook Ads, Strategi Berbasis DataAbstract
In the competitive digital era, Micro, Small and Medium Enterprises (MSMEs) and startups are required to adopt data-driven marketing strategies to improve promotional effectiveness and competitiveness. However, many of them still face obstacles in understanding and implementing digital analytics tools such as Google Analytics and advertising platforms such as Facebook Ads. These issues include a lack of understanding of data analytics, difficulties in determining target audiences, as well as budget and resource constraints. This programme aimed to provide practical training and mentoring in the use of both platforms as a solution to improve digital marketing effectiveness. The results showed that 85% of participants experienced increased understanding, and more than 70% successfully implemented more efficient and measurable digital campaigns. In addition to increasing digital engagement and sales conversion, the programme also established a digital marketing community for continued learning. This programme is proven to encourage business independence in managing their digital marketing strategies and contributing to local economic growth.
References
Badan Pusat Statistik Kota Cirebon. (2023). Statistik Daerah Kota Cirebon 2023. https://cirebonkota.bps.go.id/publication
Kementerian Koperasi dan UKM Republik Indonesia. (2023). Laporan Data UMKM Indonesia 2023. https://kemenkopukm.go.id/uploads/laporan-umkm-2023.pdf
Kusnandar, V. B. (2023, Februari 14). Jumlah UMKM di Indonesia Capai 64,2 Juta pada 2022. Databoks Katadata. https://databoks.katadata.co.id/datapublish/2023/02/14/jumlah-umkm-di-indonesia-capai-642-juta-pada-2022
Suryani, Y. (2022). Strategi pemasaran melalui media sosial untuk UMKM di era digital. Jurnal Ilmiah Manajemen dan Bisnis, 9(1), 50–59. https://doi.org/10.34208/jimb.v9i1.829
Arifin, Z. (2020). Video editing sebagai media promosi digital UMKM di era industri 4.0. Jurnal Ekonomi dan Bisnis Digital, 3(2), 150–160. https://doi.org/10.22225/jebd.3.2.2020.150-160
Kurniawan, A., & Hartanto, T. (2021). Peningkatan keterampilan video editing untuk generasi milenial. Jurnal Pengabdian Masyarakat Indonesia, 2(1), 30–38. https://doi.org/10.32528/jpmi.v2i1.3951
Priyanto, A. (2021). Digital marketing strategi untuk UMKM di era pandemi COVID-19. Jakarta: Gramedia Pustaka Utama.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.
Laudon, K. C., & Traver, C. G. (2021). E-commerce 2021: Business, technology, and society (16th ed.). Pearson.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
