Analisis Strategi Pemasaran Digital Melalui Whatsapp Business Dalam Meningkatkan Daya Saing UMKM Kripik Gadung Di Desa Arjasa Kecamatan Sukowono Jember
DOI:
https://doi.org/10.59435/jimnu.v4i3.786Keywords:
Strategi Pemasaran Digital, WhatsApp Business, Daya Saing UMKMAbstract
Usaha Mikro Kecil Menengah (UMKM) keripik gadung di Desa Arjasa menghadapi tantangan serius dalam memanfaatkan teknologi digital untuk pemasaran produk. Penelitian ini bertujuan untuk mendeskripsikan secara mendalam strategi pemasaran digital melalui WhatsApp Business yang diterapkan oleh pelaku UMKM keripik gadung serta mengidentifikasi secara komprehensif faktor-faktor pendukung dan penghambat penerapannya. Pendekatan kualitatif dengan jenis studi kasus instrumental digunakan dalam penelitian ini. Pengumpulan data dilakukan melalui wawancara mendalam terhadap 12 informan, observasi partisipatif, dan dokumentasi terhadap lima UMKM keripik gadung di Desa Arjasa selama periode Maret hingga Mei 2026. Analisis data menggunakan model interaktif Miles, Huberman, dan Saldana yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang diterapkan masih bersifat dasar dan belum terstruktur secara sistematis, dengan pemanfaatan fitur WhatsApp Business yang belum optimal. Hanya dua dari lima UMKM yang menggunakan WhatsApp Business, itupun dengan pemanfaatan fitur yang terbatas pada katalog produk. Faktor pendukung utama adalah kemudahan penggunaan aplikasi, biaya yang terjangkau, dan dukungan keluarga serta komunitas. Adapun faktor penghambat meliputi keterbatasan literasi digital, kekhawatiran akan penipuan, kendala infrastruktur internet, dan rendahnya tingkat pendidikan formal. Penelitian ini menyimpulkan bahwa diperlukan pendampingan dan pelatihan berkelanjutan yang disesuaikan dengan kapasitas dan karakteristik pelaku UMKM untuk mengoptimalkan penggunaan WhatsApp Business dalam meningkatkan daya saing UMKM keripik gadung.
Gadung chips Micro, Small, and Medium Enterprises (MSMEs) in Arjasa Village face serious challenges in utilizing digital technology for product marketing. This study aims to describe in depth the digital marketing strategies through WhatsApp Business implemented by gadung chips MSMEs and to comprehensively identify the supporting and inhibiting factors of its implementation. A qualitative approach with an instrumental case study type was used in this research. Data collection was conducted through in-depth interviews with 12 informants, participant observation, and documentation of five gadung chips MSMEs in Arjasa Village during the period March to May 2026. Data analysis used the interactive model of Miles, Huberman, and Saldana which includes data reduction, data presentation, and conclusion drawing. The results showed that the digital marketing strategies implemented were still basic and not systematically structured, with the utilization of WhatsApp Business features not yet optimal. Only two out of five MSMEs used WhatsApp Business, even then with limited utilization of features to product catalogs. The main supporting factors are the ease of use of the application, affordable costs, and support from family and community. Meanwhile, inhibiting factors include limited digital literacy, concerns about fraud, internet infrastructure constraints, and low levels of formal education. This study concludes that continuous assistance and training tailored to the capacity and characteristics of MSME actors are needed to optimize the use of WhatsApp Business in increasing the competitiveness of gadung chips MSMEs.
Downloads
References
Ananta, A. P. A. (2025). Strategi digital marketing sebagai peningkatan daya saing usaha mikro kecil dan menengah di Kota Metro [Skripsi, IAIN Metro]. Repositori IAIN Metro. http://repository.metrouniv.ac.id/id/eprint/11255/
Arief, M., Sari, D. P., & Prasetyo, B. (2024). Efektivitas penggunaan WhatsApp Business terhadap peningkatan omzet UMKM pangan olahan di Kabupaten Jember. Jurnal Ekonomi dan Bisnis Digital, 12(2), 108-120.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008 DOI: https://doi.org/10.2307/249008
Diana, Y., Putri, N. A., Rahayu, S., Tambunan, L. N. S., & Ginting, S. A. B. (2025). Keripik Ubi Tanjung Pura menuju pasar digital: Penguatan daya saing melalui branding dan diversifikasi. Altifani: Jurnal Penelitian dan Pengabdian kepada Masyarakat, 5(5), 621-628. https://doi.org/10.59395/altifani.v5i5.824 DOI: https://doi.org/10.59395/altifani.v5i5.824
Dinas Perindustrian dan Perdagangan Kabupaten Jember. (2025). Laporan tahunan UMKM pangan olahan Kabupaten Jember 2024. Pemerintah Kabupaten Jember.
Kementerian Koperasi dan Usaha Kecil dan Menengah Republik Indonesia. (2023). Laporan kinerja Kementerian Koperasi dan UKM tahun 2023. Kemenkop UKM RI.
Lazuardi, D., Gustina, I., & Sridewi, N. (2025). Transformation strategy of omni-channel marketing (OCM) based on digital innovation to foster sustainable competitive advantage for MSMEs. Jurnal Ilmiah Multidisiplin Indonesia, 4(9), 1233-1245.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications. DOI: https://doi.org/10.1016/0147-1767(85)90062-8
Merinda, K., Krissanjaya, P. F., Basri, M. H., & Apriansyah, R. (2025). Systematic literature review: Digital marketing strategy and its impact on MSME growth in Indonesia. In Proceedings of the International Conference on Digital Economy and Business Innovation (pp. 1-12). Atlantis Press. https://doi.org/10.2991/978-94-6463-974-2_28 DOI: https://doi.org/10.2991/978-94-6463-974-2_28
Meta. (2021). WhatsApp Business app features. Meta Business Help Center. https://www.whatsapp.com/business/features
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Putri, R. E., Widodo, T., & Handayani, S. (2025). Optimizing digital marketing to increase the competitiveness of small and medium enterprises. Jurnal Teknologi dan Vokasional, 41(2), 89-98. https://doi.org/10.24036/jtev.v41i2.135843
Santoso, H., Rahmawati, D., & Wibowo, A. (2025). Integrating cultural adaptation in digital marketing strategies: Enhancing competitiveness and sustainability in MSMEs of Java, Indonesia. Journal of Innovation Management, 18(1), 1-18.
Stake, R. E. (1995). The art of case study research. SAGE Publications.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Muhammad Hamdi, Denok Mugi Hidayanti, Neviyani (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
