IMPLEMENTASI DIGITAL MARKETING DALAM EFISIENSI BIAYA PEMASARAN PADA UMKM KERIPIK REZA DI TALANG LINDUNG

Fitriana, Sandra (2026) IMPLEMENTASI DIGITAL MARKETING DALAM EFISIENSI BIAYA PEMASARAN PADA UMKM KERIPIK REZA DI TALANG LINDUNG. IMPLEMENTASI DIGITAL MARKETING DALAM EFISIENSI BIAYA PEMASARAN PADA UMKM KERIPIK REZA DI TALANG LINDUNG. (Unpublished)

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Abstract

ABSTRACT This research analyzes the implementation of digital marketing as a strategy for marketing cost efficiency in Keripik REZA MSME. Employing a qualitative approach through observation, in�depth interviews, and documentation study of the 2024 financial reports, this study compares the effectiveness of conventional and digital methods based on five aspects of cost efficiency. The results indicate that digital transformation yielded operational marketing cost savings of 25%, with a decrease in total annual costs from Rp 2,400,000 (conventional method) to Rp 1,800,000 (digital marketing). This efficiency was achieved through: (1) cutting high physical printing fixed costs and replacing them with low and stable internet quota costs; (2) increasing targeting precision via Facebook and Instagram, which eliminated mass advertising budget waste; and (3) accurate ROI (Return on Investment) measurement, evidenced by a net profit surge of up to 66% during the initial implementation. Furthermore, digital marketing proved effective in expanding (4) market reach without geographical cost constraints and strengthening (5) customer interaction and retention through the responsive features of WhatsApp Business. The study concludes that digital marketing is not merely a low-cost alternative, but a strategic foundation offering greater budget stability and growth scalability for MSMEs compared to traditional methods. Keywords: Implementation, Digital Marketing, Efficiency, Marketing Costs, UMKM. ABSTRAK Penelitian ini menganalisis implementasi digital marketing sebagai strategi efisiensi biaya pemasaran pada UMKM Keripik REZA. Menggunakan pendekatan kualitatif melalui observasi, wawancara mendalam, dan studi dokumentasi laporan keuangan tahun 2024, penelitian ini membandingkan efektivitas metode konvensional dan digital berdasarkan lima aspek efisiensi biaya. Hasil penelitian menunjukkan bahwa transformasi digital memberikan penghematan biaya operasional pemasaran sebesar 25%, dengan penurunan total biaya tahunan dari Rp 2.400.000 (metode konvensional) menjadi Rp 1.800.000 (digital marketing). Efisiensi ini tercapai melalui: (1) pemangkasan biaya awal (fixed cost) cetak fisik yang tinggi menjadi biaya kuota internet yang rendah dan stabil; (2) peningkatan presisi targeting melalui Facebook dan Instagram yang mengeliminasi pemborosan anggaran iklan massal; serta (3) pengukuran ROI (Return on Investment) yang akurat, dibuktikan dengan lonjakan laba bersih hingga 66% pada awal implementasi. Selain itu, digital marketing terbukti memperluas (4) jangkauan pasar tanpa kendala biaya geografis dan memperkuat (5) interaksi serta retensi pelanggan melalui fitur responsif WhatsApp Business. Penelitian menyimpulkan bahwa digital marketing bukan sekadar alternatif murah, melainkan fondasi strategis yang menawarkan stabilitas anggaran dan skalabilitas pertumbuhan yang lebih tinggi bagi UMKM dibandingkan metode tradisional. Kata Kunci: Implementasi, Digital Marketing, Efisiensi, Biaya Pemasaran, UMKM.

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