MENINGKATKAN EFEKTIVITAS PEMASARAN ANYAMAN BAMBU MELALUI PLATFORM DIGITAL SHOPEE

Abstract

This article explores the role of digitalization in increasing marketing effectiveness for businesses in the modern era. With advances in technology and changes in consumer behavior, digitalization has become key in designing and implementing more efficient and measurable marketing strategies. This article discusses the implementation of digitalization in an effort to increase marketing effectiveness in Margajaya Village, a village that has significant economic potential but has not been fully explored. By adopting a digital marketing strategy, Margajaya Village strives to promote local products made by itself and optimize consumer engagement. This research explores digital platforms such as social media, for example shopee accounts used by business actors in the village. This article identifies the benefits gained from digitalization, including increased sales, and operational efficiencies. Apart from that, this article also examines the challenges faced in the digitalization process, such as limited internet access and lack of digital literacy among village communities. Based on these findings, this article provides practical recommendations for overcoming these barriers and maximizing the potential of digitalization in marketing. Thus, this article aims to provide useful insights for business actors and stakeholders in Margajaya Village and other villages that have similar aspirations in increasing marketing effectiveness through digitalization.