IMPLEMENTASI DIGITAL MARKETING PADA SEBLAK PREANGER JEMBER

Abstract

Industrial Small and Medium Enterprises (SMEs) in the Jember area are dominated by food stalls, one of which is Seblak culinary. Not a few developments in the culinary industry currently rely on digital-based marketing.  One by one small businesses are abandoning traditional strategies and starting to switch to modern marketing strategies. Digital marketing is one of the marketing media that is in great demand today because it provides communication and transactions that can be carried out at any time or in real time and can be global via the internet. With the emergence of various innovations in communication tools, messages and audiences, companies are turning to modern marketing communications through social media, websites, blogs and others. This research aims to explain and analyze the application of digital marketing in Seblak Preanger Jember using a qualitative approach by collecting data through interviews, observation and documentation. The research results show that Seblak Preanger has succeeded in implementing digital marketing using several digital media channels, namely search engine marketing, online public relations, online partnerships, interactive advertising, and social media marketing. Digital marketing is needed by business actors to increase sales volume, expand market share and increase purchasing intensity so that the company can achieve success and progress.