Evaluation of The Implementation of Digital Marketing Strategies in MSMES Assisted By The State Polytechnic of Bengkalis

Abstract

The purpose of this study is to evaluate the implementation of digital marketing strategies and to determine the effectiveness of the implementation of digital marketing strategies in MSMEs under the guidance of Bengkalis State Polytechnic. The type of research is descriptive quantitative, namely how the implementation of digital marketing is effective and to measure whether the market place is feasible to be applied to these MSMEs. The data collection techniques used are surveys, observational, questionnaires, and interviews with MSME actors under the guidance of Bengkalis State Polytechnic. By implementing digital marketing as shown in the table, MSMEs can leverage the potential of rapidly developing technology to reach a wider target market, build closer relationships with customers, and improve their overall business performance. On average, the five MSMEs have implemented digital marketing effectively to very effectively. The strongest aspects are brand awareness, traffic, and impact on business performance. Aspects that still need strengthening include engagement, consistent online activity, and digital human resource capacity. Further training and digital marketing mentoring will further enhance business competitiveness and sustainability.