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Abstract
This community service aims to develop the business strategy of Kipas Banyu Biru MSME through the implementation of website-based digital marketing. This MSME has experienced a decline in marketing due to limited use of technology, so digital transformation is needed to expand market reach and increase competitiveness. The methods used in the community service include the stages of data collection, website design and implementation, digital marketing system integration, digital advertising implementation, and performance analysis and evaluation. The website is designed to display product portfolios, business profiles, and direct communication features via WhatsApp Business. After implementation, the website is integrated with Google Analytics, Google Tag Manager, and Google Ads to support data-based digital marketing activities. Results showed 345 new users, 1,900 interactions, and 674 page views within a month. The ad campaign generated 249 clicks (CTR 2.29%) with a 1.61% conversion rate, though further improvement is needed. With this digital foundation, the MSME is better positioned to enhance its presence in local and global markets.
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References
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- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
- Clifton, B. (2012). Advanced web metrics with Google Analytics. John Wiley & Sons.
- Fadhilah, D. A., & Pratiwi, T. (2021). Strategi pemasaran produk UMKM melalui penerapan digital marketing: Studi kasus pada kelompok usaha “Kremes Ubi” di Desa Cibunar, Kecamatan Rancakalong, Sumedang.
- Heine, K., & Berghaus, B. (2014). Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints. Journal of Global Fashion Marketing, 5(3), 223–234.
- Ihwan, K., Susanto, B. F., Surya, R. Z., & Ridwan, M. (2025). PkM Mendorong Peningkatan Ekspor Produk Unggulan Daerah Kabupaten Indragiri Hilir (Kelapa) melalui Pemanfaatan Digital Marketing pada UMKM. TRIMAS: Jurnal Inovasi Dan Pengabdian Kepada Masyarakat, 5(1), 23–31.
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- Murdiyanto, A. W., & Himawan, A. (2022). Identification Of Keywords That Impact Of Increasing The Click Through Rate Of Online Advertising On Search Engines. Telematika: Jurnal Informatika Dan Teknologi Informasi, 19(1), 77–90.
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- Rahmawati, D., Sutrisno, W., Maskuri, A., & Prabaswari, A. D. (2024). Pelatihan Digital Marketing Pada UMKM Catering Snack di Dukuh Kalangan Desa Genengsari. Journal of Appropriate Technology for Community Services, 5(1), 103–111.
- Samudro, F. P., & Dermawan, R. (2025). Peran Website dalam Meningkatkan Daya Saing UMKM Etika Jaya Makmur Desa Benowo. As-Syirkah: Islamic Economic & Financial Journal, 4(1), 84–89.
- Sareen, P., & Rani, P. (2025). Impact of Digital Marketing on Micro, Small, and Medium Enterprises (MSMEs). MDIM Journal of Management Review and Practice, Query Date, 15, 40.
- Tam, F. Y., & Lung, J. (2025). Digital marketing strategies for luxury fashion brands: A systematic literature review. International Journal of Information Management Data Insights, 5(1), 100309.
- Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.
- Turunen, L. (2021). Improving Effectiveness and Customer Experience with Personalized Email Marketing: Case: Raflaamo Newsletter.
- Undang-Undang No 20. (2008). Usaha Kecil, Mikro dan Menengah. https://ppid.unud.ac.id/img/admin/page_attc/a16a3dba809cb5346a0cbf2c0073cd6d.pdf.
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References
Aditya, R., & Rusdianto, R. Y. (2023). Penerapan digital marketing sebagai strategi pemasaran UMKM. Jurnal Pelayanan Dan Pengabdian Masyarakat Indonesia, 2(2), 96–102.
Anggraini, N. P. N., Rustiarini, N. W., & Satwam, I. K. S. B. (2023). Pemanfaatan website sebagai strategi pemasaran untuk meningkatkan penjualan usaha mikro kecil dan menengah. JMM (Jurnal Masyarakat Mandiri), 7(1), 381–389.
Astuti, M., Zabidi, Y., Utomo, B. W., Mauidzoh, U., & Nurdin, R. (2024). Pendampingan Usaha Mikro Kecil Menengah Desa Borobudur Dalam Pemasaran Digital Untuk Meningkatkan Perekonomian. Journal of Appropriate Technology for Community Services, 5(2), 161–168.
Bonetti, F., & Perry, P. (2017). A review of consumer-facing digital technologies across different types of fashion store formats. Advanced Fashion Technology and Operations Management, 137–163.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
Clifton, B. (2012). Advanced web metrics with Google Analytics. John Wiley & Sons.
Fadhilah, D. A., & Pratiwi, T. (2021). Strategi pemasaran produk UMKM melalui penerapan digital marketing: Studi kasus pada kelompok usaha “Kremes Ubi” di Desa Cibunar, Kecamatan Rancakalong, Sumedang.
Heine, K., & Berghaus, B. (2014). Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints. Journal of Global Fashion Marketing, 5(3), 223–234.
Ihwan, K., Susanto, B. F., Surya, R. Z., & Ridwan, M. (2025). PkM Mendorong Peningkatan Ekspor Produk Unggulan Daerah Kabupaten Indragiri Hilir (Kelapa) melalui Pemanfaatan Digital Marketing pada UMKM. TRIMAS: Jurnal Inovasi Dan Pengabdian Kepada Masyarakat, 5(1), 23–31.
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
Kaushik, A. (2009). Web analytics 2.0: The art of online accountability and science of customer centricity. John Wiley & Sons.
Kemenkeu. (2023). Kementerian Keuangan RI Direktorat Jenderal Perbendaharaan. https://djpb.kemenkeu.go.id/kppn/lubuksikaping/id/data-publikasi/artikel/3134-kontribusi-umkm-dalam-perekonomianindonesia.html
Kementerian Koordinator Bidang Perekonomian. (2025). Pemerintah Dorong UMKM Naik Kelas, Tingkatkan Kontribusi terhadap Ekspor Indonesia.
Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Kotler, P., Armstrong, G., & Armstrong, G. M. (2010). Principles of marketing. Pearson Education India.
Murdiyanto, A. W., & Himawan, A. (2022). Identification Of Keywords That Impact Of Increasing The Click Through Rate Of Online Advertising On Search Engines. Telematika: Jurnal Informatika Dan Teknologi Informasi, 19(1), 77–90.
Putra, S. Z., Harianto, S. T., & Matondang, Y. C. (2023). Analisis pengaruh e-commerce: Studi literatur terhadap pertumbuhan ekonomi UMKM. Jurnal Ilmiah Sistem Informasi Dan Ilmu Komputer, 3(2), 119–131.
Rahmawati, D., Sutrisno, W., Maskuri, A., & Prabaswari, A. D. (2024). Pelatihan Digital Marketing Pada UMKM Catering Snack di Dukuh Kalangan Desa Genengsari. Journal of Appropriate Technology for Community Services, 5(1), 103–111.
Samudro, F. P., & Dermawan, R. (2025). Peran Website dalam Meningkatkan Daya Saing UMKM Etika Jaya Makmur Desa Benowo. As-Syirkah: Islamic Economic & Financial Journal, 4(1), 84–89.
Sareen, P., & Rani, P. (2025). Impact of Digital Marketing on Micro, Small, and Medium Enterprises (MSMEs). MDIM Journal of Management Review and Practice, Query Date, 15, 40.
Tam, F. Y., & Lung, J. (2025). Digital marketing strategies for luxury fashion brands: A systematic literature review. International Journal of Information Management Data Insights, 5(1), 100309.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.
Turunen, L. (2021). Improving Effectiveness and Customer Experience with Personalized Email Marketing: Case: Raflaamo Newsletter.
Undang-Undang No 20. (2008). Usaha Kecil, Mikro dan Menengah. https://ppid.unud.ac.id/img/admin/page_attc/a16a3dba809cb5346a0cbf2c0073cd6d.pdf.
Valenzuela-Gálvez, E. S., Garrido-Morgado, A., & González-Benito, Ó. (2022). Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement. Journal of Research in Interactive Marketing, 17(3), 337–352.