Competitiveness Improvement in BUMDes Through Marketing Digitalization

Authors

  • Abdul Ghofar Brawijaya University
  • Wuri Cahya Handaru Brawijaya University
  • Muhammad Faisal Riza Brawijaya University
  • Khoirul Umam Brawijaya University
  • Areta Widya Kusumadewi Brawijaya University
  • Wahyu Kartika Larasati Brawijaya University
  • Insania Nafi’a Brawijaya University
  • Hafizh Aqila Brawijaya University
  • Cevira Dewi Maharani Brawijaya University
  • Fadhil Irvan Pratama Brawijaya University
  • Muhammed Jawo University of Gambia

Keywords:

Digital marketing, Digitalization, BUMDes

Abstract

Purpose — The objectives of this research are (1) to create digital marketing strategies using SWOT analysis, (2) to create information channels as digital marketing media using websites, and (3) to strengthen the image and governance of BUMDes Mitra Sejati of Kucur village, which has managed several business units and was affected by the COVID-19 pandemic.

Design/methodology/approach — This research uses the qualitative method with the case study and interview approach, so the results are analytical and descriptive in nature. The population of this research is Village-Owned Enterprises throughout Indonesia, and the sample is BUMDes Mitra Sejati, a village-owned enterprise located in Kucur village of Dau sub-district in Malang regency. This organization is managed by the village government.

Findings — The growth of BUMDes Mitra Sejati is hampered by ineffective governance, the unavailability of suitable marketing and promotion media for the village's products and tourist destinations, and poor product branding and innovation.

Practical implications — This research helps the enterprise optimize digital marketing, which can also be utilized by other BUMDes in Indonesia

Originality/value — This article presents a case of digital marketing applied by BUMDes in Indonesia so that it can provide an example of the sub-optimal use of digital marketing that reduces BUMDes revenue.

Paper type — Case study

References

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Published

2023-04-01

How to Cite

Ghofar, A., Handaru, W. C., Riza, M. F., Umam, K., Kusumadewi, A. W., Larasati, W. K., Nafi’a, I., Aqila, H., Maharani, C. D., Pratama, F. I., & Jawo, M. (2023). Competitiveness Improvement in BUMDes Through Marketing Digitalization. The International Journal of Accounting and Business Society, 31(1), 1–8. Retrieved from https://ijabs.ub.ac.id/index.php/ijabs/article/view/727

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