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All Journal Jurnal Pendidikan dan Pembelajaran JMM17: Jurnal Ilmu Ekonomi dan Manajemen Dharma: Jurnal Pengabdian Masyarakat
Oktaviani, Tita
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Economics, Econometrics & Finance Education Social Sciences

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Journal : JMM17: Jurnal Ilmu Ekonomi dan Manajemen

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The Role Of Digital Marketing In Developing Rural Creative Economy Arianto, Bambang; Faiza, Nur; Diantoro, Eman; Oktaviani, Tita; Suheri, Suheri
JMM17 : Jurnal Ilmu ekonomi dan manajemen Vol 11 No 2 (2024): September 2024
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jmm17.v11i2.11490

Abstract

This paper presents a study of the role of digital marketing in developing the rural creative economy in Indonesia. Micro, Small, and Medium Enterprises (MSMEs) in rural communities can benefit greatly from the simplicity and efficiency of digital marketing. However, the use of digital marketing is not yet fully optimized in Pandeglang Regency due to unequal internet infrastructure and lack of digital marketing skills. To address this issue, we conducted a qualitative study using in-depth interviews and observations with rural creative economy actors in the area. The data collected were analyzed using NVivo 12 Plus, a software program for qualitative data analysis. The results demonstrate that digital marketing has a positive impact on the development of the rural creative economy in Pandeglang Regency. This paper is essential to enhance digital marketing competencies and expertise among rural communities in the region to maximize the benefits of digital marketing. Our study contributes to the literature on rural development, creative economy, and digital marketing by providing insights into the challenges and opportunities of using digital marketing to develop rural areas.
Co-Authors Adi, Akhmad Eko Bambang Arianto Diantoro, Eman Imma Fretisari Nur Faiza Silaban, Chiristianly Yeri Suheri Suheri