Digital Marketing to Support the Micro, Small, and Medium Enterprises (MSME) in Tuksono Village, Sentolo, Kulonprogo, Yogyakarta
The poverty rate in Indonesia is still at 7.60% or equivalent to 26.50 million people, which is still relatively high as of September 2021—women are the vulnerable subgroup among the impoverished and are often inevitably stigmatized. On the contrary, women’s tenacity to face an economic crisis following their capacity to sustain the household economy is an ineluctable fact. This is proven by the productive business ventures that have survived the economic crisis, founded and managed by Indonesian women. Household economic resilience may significantly impact a community's economic resilience. Thus, women in households’ empowerment in the economic realm are notably crucial. Looking for the best strategies to strengthen households’ economic resilience and upgrade the ability to compete in an intense economic rivalry becomes urgent. Micro, Small, and Medium Enterprises (MSME) empowerment is one of the most efficient ways to develop a community. Tuksono Village is one of the villages with a high poverty rate in Kulon Progo, Yogyakarta. Yet, based on early observations, several MSMEs exist in Tuksono Village, although Covid-19 has severely impacted most since early March 2020. Based on the latest MSME situation in Tuksono Village, The analysis indicates that various issues must be addressed immediately. Some problems were that most MSMEs are not currently competitive, unstable offline marketing progress due to the pandemic, and the absence of indicators to measure the effectiveness of household economy’s products marketing. This activity aims to design an information system and digital marketing platform for MSME products in Tuksono Village.
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