PENERAPAN STRATEGI DIGITAL MARKETING TERHADAP PENGEMBANGAN USAHA JUS HONJE DIDESA/KECATAMAN MANGUNJAYA KABUPATEN PENGANDARAN

Abstract

Mangunjaya Village in Pangandaran Regency, West Java is a village that has many strategic potentials that have many business opportunities to be optimized. Especially for agricultural areas in Mangunjaya there are honje plants that have been around for a long time. This fruit initially did not have economic value, but Mrs. Hj. Oyoh, a teacher who cares for the community in Mangunjaya Subdistrict, he has a creative idea, that honje fruit can be processed into juice or other useful products. However, in developing its business there are several problems including the honje juice marketing problem which is still very traditional in nature and is only distributed to the Kuntum Mekar all-purpose cooperative (KSU), travel access is very difficult to reach, absence or difficulty of juice preservatives difficult to remember order orders many from several regions so that they cannot last long, have not had a good financial management record in developing their business. There are several methods of approach used to solve the above problems, namely the method of training, mentoring and monitoring. To overcome this problem there are several things done by the Research Team, namely by bringing several experts in digital marketing strategy training in order to develop their business in PKM activities in Mangunjaya Village, Pangandaran Regency, especially for the UMKM activists in terms of implementing digital marketing strategies so they can have competitiveness and can develop their business.