Atasi Luddte, Maksimalkan Profit Study Kasus Pada Umkm Binaan Rumah BUMN Mamuju, Kabupaten Mamuju, Provinsi Sulawesi Barat

Abstract

Companies must be smart in using the right marketing strategy in order to penetrate a larger market share followed by maximum profits. Fierce market competition is a challenge for business actors. Especially in West Sulawesi, there are many MSMEs that still market their products using conventional methods or are not responsive to marketing developments using digital marketing. This research took two samples of UMKKMs assisted by Rumah BUMN Mamuju as field research objects. Next, this sample of MSMEs took part in a Sharing Session with lecturers and postgraduate students at Muhammadiyah University, Mamuju. From the two samples of UMKMKs, it is known that the obstacle felt by UMKM players in terms of marketing is in using digital marketing, in this case social media and e-commerce, which is known as Luddite. The media they use tends to be outdated and has been abandoned or is only popular with certain market segments. Through a qualitative descriptive approach, as well as research methods using interview techniques, UNIMAJU lecturers and students offer solutions and alternatives that UMKMs can use to utilize digital marketing so they can be more competitive, develop their business and maximize their profits