IMPLEMENTATION OF DIGITAL MARKETING MEDIA THROUGH BUSINESS EXPO TO IMPROVE MSME PROMOTION: A CASE STUDY OF SILE NGETEH AND KRIPIK MADU

Abstract

Micro, Small, and Medium Enterprises (MSMEs) frequently encounter challenges in promoting their products due to limited marketing resources and insufficient utilization of digital technology. This study aims to analyze the implementation of integrated digital marketing media through the Polbeng Business Expo Chapter II as a promotional strategy for the culinary MSMEs Sile Ngeteh and Kripik Madu. A project-based implementation approach was employed using observation, interviews, documentation, and project implementation records to develop and evaluate several promotional media. The project included the development of business profiles, digital product catalogs, promotional videos, financial reports, and the implementation of the Indonesian Standard Quick Response Code (QRIS) payment system. The findings indicate that integrating these promotional media within a business exhibition strengthened business visibility, improved product communication, enhanced consumer engagement, and facilitated digital transactions. The business expo also served as an effective platform for combining offline promotional activities with digital marketing strategies. The study concludes that integrated digital marketing media implemented through business exhibitions can support MSME promotion and contribute to improving business competitiveness in the digital era.