Strategi Pemasaran Melalui Electronic Word Of Mouth (EWOM) terhadap Penjualan Dodol Durian Usaha Mikro Cahaya Bulan Kecamatan Cilongok, Kabupaten Banyumas
DOI:
https://doi.org/10.30595/jmbt.v6i1.30525Keywords:
Electronic Word of Mouth, Pemasaran Digital, Usaha Mikro, Media Sosial, Perilaku KonsumenAbstract
Penelitian ini bertujuan mengulas strategi pemasaran melalui electronic word of mouth pada penjualan produk dodol durian Usaha Mikro Cahaya Bulan di Kecamatan Cilongok, Kabupaten Banyumas. Metode yang digunakan adalah deskriptif kualitatif dengan pengumpulan data melalui wawancara mendalam kepada pemilik usaha, observasi lapangan pada program pendampingan, serta studi dokumentasi pada berbagai platform digital. Analisis data dilakukan secara interaktif meliputi reduksi data, penyajian data, hingga penarikan kesimpulan. Hasil kegiatan menunjukkan bahwa transformasi produk dari durian segar menjadi olahan dodol pasca pandemi yang didukung strategi digital berhasil memperluas jangkauan pasar hingga ke tingkat internasional seperti Hong Kong dan Timur Tengah. Penggunaan media sosial dan ulasan positif pelanggan terbukti secara signifikan meningkatkan margin keuntungan bersih sebesar dua puluh lima persen hingga tiga puluh lima persen. Keterlibatan generasi muda dalam pengelolaan konten digital menjadi solusi adaptif dalam mengatasi keterbatasan sumber daya manusia profesional. Rekomendasi yang diberikan adalah perlunya pemisahan penggunaan akun media sosial pribadi dengan akun usaha untuk memperkuat identitas merek serta penyusunan jadwal konten yang konsisten guna menjaga visibilitas produk di ruang digital secara berkelanjutan.
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