Digital Marketing Model For MSMEs In Garut Regency Using A Dynamic System

Abstract

Micro, Small and Medium Enterprises (MSMEs) in Garut Regency increase 6% annually. This increase proves that more and more MSMEs can innovate and compete among MSMEs. There are many MSME sectors, such as industrial to culinary UMKM. Along with the rapid development of technology, everyone must put it to good use. The existence of Digital Marketing is an opportunity for MSMEs to expand their marketing network. MSMEs need to understand Digital Marketing in order to survive and progress amid digital competition and increasingly advanced technology. The background of this research is digital marketing for SMEs, especially SMEs in Garut Regency. Understanding and using Digital Marketing needs to be understood by every MSME so that they can survive and get more and more profits. The research sample was conducted by interviewing 10 UMKM Garut Regency in the Culinary field. This sample has met the MSME criteria from the use of Digital Marketing and MSME income. This research method uses a dynamic system starting from system definition, making causal loop diagrams, making stock and flow diagrams, then validating and verifying dynamic system models. Based on the results of the research, digital marketing affects two important things, namely viewers of the content that we offer regarding products and also costs for digital marketing itself so that optimization of these two things can control digital marketing output, namely sales or transactions (sales). Apart from that, UMKM Perceptions of Digital Marketing must understand Digital Marketing itself so that the impact will be better in accordance with the targets of the MSME itself.