IMPLEMENTASI DIGITAL MARKETING PADA USAHA GAPOKTAN AWO-AWO di DESA TAROBOK KECAMATAN BAEBUNTA

RISKA, RISKA (2024) IMPLEMENTASI DIGITAL MARKETING PADA USAHA GAPOKTAN AWO-AWO di DESA TAROBOK KECAMATAN BAEBUNTA. Other thesis, Institut Agama Islam Negeri Palopo.

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Abstract

ABSTRAK
Riska, 2024, “Implementasi Digital Marketing Pada Usaha Gapoktan Awo-Awo
di Desa Tarobok Kecamatan Baebunta”. Skripsi Program Studi
Manajemen Bisnis Syariah Fakultas Ekonomi Dan Bisnis Islam Institut
Agama Islam Negeri Palopo. Dibimbing Oleh Muzayyanah Jabani,
S.T., M.M.
Skripsi ini membahas tentang Implementasi Digital Marketing Pada Usaha
Gapoktan Awo-Awo di Desa Tarobok Kecamatan Baebunta. Penelitian ini
bertujuan untuk memahami dan mendeskripsikan apa saja manfaat yang diperoleh
dan kendala apa yang dialami selama menerapkan digital marketing dan
bagaimana perkembangan usaha Gapoktan Awo-Awo setelah menerapkan digital
marketing.
Penelitian ini menggunakan metode penelitian kualitatif, penelitian ini
dilakukan pada bulan Agustus sampai selesai dengan objek penelitian yakni usaha
Gapoktan Awo-Awo. Sumber Data diperoleh melalui data primer dan data
sekunder. Dengan teknik pengumpulan data melalui observasi, wawancara, dan
dokumentasi, selanjutnya data yang diperoleh dianalisis dengan teknik reduksi
data, penyajian data, dan verifikasi data.
Hasil penelitian ini menjelaskan bahwa 1) Manfaat pengimplementasian
digital marketing pada usaha Gapoktan Awo-Awo tersebut yaitu, membuat nama
usaha dan produk semakin dikenal banyak masyarakat luas serta memudahkan
konsumen menjangkau barang dan informasi mengenai produk usaha Gapoktan
Awo-Awo. Adapun Kendala bagi pelaku usaha Gapoktan Awo-Awo setelah
mengimplementasikan digital marketing yaitu kurangnya pemahaman masyarakat
terkait digital marketing terkhusus ibu rumah tangga serta jaringan internet yang
kurang stabil, dan juga biaya distribusi yang tinggi. 2) Perkembangan usaha
Gapoktan Awo-Awo setelah mengimplementasikan digital marketing mengalami
kemajuan yang pesat mulai dari tahun 2018 saat mengimplementasikan digital
marketing hingga sekarang karena dapat meningkatkan penjualan sehingga jumlah
produksi, modal, aset, dan juga SDM ikut bertambah. Setelah adanya digital
marketing ini juga membuat pelaku usaha semakin mudah memasarkan
produknya.
Kata Kunci: Digital Marketing, Manfaat, Kendala, Perkembangan
xxii
ABSTRACT
Riska, 2024, "Implementation of Digital Marketing in the Awo-Awo Gapoktan
Business in Tarobok Village, Baebunta District". Sharia Business
Management Study Program Thesis, Faculty of Economics and Islamic
Business, Palopo State Islamic Institute. Supervised by Muzayyanah
Jabani, S.T., M.M.
This thesis discusses the implementation of digital marketing in the
Awo-Awo Gapoktan business in Tarobok Village, Baebunta District. This
research aims to understand and describe what benefits were obtained and what
obstacles were experienced while implementing digital marketing and how the
Gapoktan Awo-Awo business developed after implementing digital marketing.
This research uses qualitative research methods, this research was
carried out in August until completion with the research object, namely the
Gapoktan Awo-Awo business. Data sources were obtained through primary data
and secondary data. Using data collection techniques through observation,
interviews and documentation, the data obtained was then analyzed using data
reduction techniques, data presentation and data verification.
The results of this research explain that 1) The benefits of implementing
digital marketing in the Gapoktan Awo-Awo business are, making the name of the
business and products more known to the wider community and making it easier
for consumers to reach goods and information about Gapoktan Awo-Awo's
business products. The obstacles for Gapoktan Awo-Awo business actors after
implementing digital marketing are a lack of public understanding regarding
digital marketing, especially housewives, an unstable internet network, and also
high distribution costs. 2) The development of Gapoktan Awo-Awo's business
after implementing digital marketing experienced rapid progress starting from
2018 when implementing digital marketing until now because it was able to
increase sales so that the amount of production, capital, assets and human
resources also increased. After the existence of digital marketing, it also makes it
easier for business actors to market their products.
Keywords: Digital Marketing, Benefits, Obstacles, Development

Item Type:	Thesis (Other)
Subjects:	600 Teknologi, Ilmu Terapan > 658.81 Manajemen Pemasaran
Divisions:	Fakultas Ekonomi Bisnis Islam > Program Studi S-1 Manajemen Bisnis Syariah
Depositing User:	S.Ag Ilda Azizah
Date Deposited:	20 Jun 2024 06:52
Last Modified:	20 Jun 2024 06:52
URI:	http://repository.iainpalopo.ac.id/id/eprint/8903

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