Implementation of Digital Promotion and Sales as A Business Strategy for Msmes in South Manado

Abstract

The right business strategy will make it easier for companies to achieve their established goals. A qualitative method was used by conducting a multi-aspect feasibility study, SWOT analysis, data collection through a survey of MSMEs with 50 informants, FGDs with business actors. Research findings, Technology Readiness Level: Approximately 60% of MSMEs already have access to digital technology, but only 30% utilize it for promotion and sales. This indicates a gap between access to and utilization of technology, Feature Needs: the most needed are ease of use, integration with social media, and sales data analysis. As many as 75% of respondents stated that ease of use is the top priority, Implementation: The assessment of application implementation shows that 70% of respondents feel that existing applications are already good enough, although some still want improvements in terms of user interface and analytical features. The research results show that most MSMEs still have a low level of technology readiness. From the analysis of digital promotion application features, information was obtained that the features most needed by MSMEs are: easy accessibility. The recommended implementation of digital promotion and sales applications is an application that has these features, so that it can help MSMEs improve the effectiveness of their marketing and sales