UTILIZATION OF DIGITALIZATION IN THE ISLAMIC MARKETING OF HEALTHY TURMERIC TAMARIND BEVERAGE BY THE PKK GROUP IN KEDUNG REJOSO VILLAGE
Keywords:
MSMEs, Digital Marketing, Islamic Marketing, Turmeric Asam, Social Media, Kedung Rejoso VillageAbstract
This research aims to examine the application of digital marketing by the PKK group in Kedung Rejoso Village in marketing sour turmeric products. Local products such as tamarind turmeric have great potential in the domestic market, but are often hampered by marketing limitations. It is hoped that the application of digital marketing can help increase product visibility and competitiveness. Using a qualitative approach with a case study method, this research observes changes in marketing strategies from conventional to digital, by utilizing social media and WhatsApp as marketing platforms. Before the update, product marketing only relied on local promotions and direct sales. After implementing the digital strategy, the PKK group updated product packaging designs, created digital pamphlets, and used WhatsApp to communicate directly with consumers. The research results show that these steps have succeeded in increasing product visibility, expanding market reach, and facilitating interaction between producers and consumers. In addition, this update also increases the product's competitiveness in a local market that is highly competitive and increasingly open to new opportunities. In the future, the PKK group plans to expand product marketing to other social media, such as Facebook and Instagram, to reach a wider and more diverse market. The application of digital marketing has had a positive impact on the development of tamarind turmeric products, as well as opening up great opportunities for MSMEs in the village to develop more rapidly.
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