STRATEGI DIGITAL MARKETING TERHA STRATEGI DIGITAL MARKETING TERHADAP PENJUALAN PRODUK OLAHAN IKAN WADER CRISPY UNTUK MENINGKATKAN DAYA SAING UMKM DI DESA BATUAN, KECAMATAN BATUAN, KABUPATEN SUMENEP

Moh Itqon Syauki; Mohammad Taufiq Hidayat; Doni Ferdiansyah

doi:10.31102/agrosains.2025.10.2.271-291

Authors

Moh Itqon Syauki Universitas Islam Madura
Mohammad Taufiq Hidayat Universitas Islam Madura
Doni Ferdiansyah Universitas Islam Madura

DOI:

https://doi.org/10.31102/agrosains.2025.10.2.271-291

Keywords:

Crispy wader fish, farmers' attitudes, MSMEs, multiple linear regression, superior variety seeds

Abstract

The main problem faced by crispy wader fish MSMEs in Batuan Village is the suboptimal use of digital marketing to expand market reach and improve product competitiveness. This study aims to analyze internal and external factors and formulate an appropriate digital marketing strategy for crispy wader fish MSMEs in Batuan Village. The research used a descriptive quantitative approach supported by qualitative data collected through observation, interviews, documentation, and questionnaires. The sample was determined using a saturated sampling technique or census involving all 31 crispy wader fish MSME actors in Batuan Village. Data were analyzed using the IFAS matrix, EFAS matrix, SWOT matrix, and SWOT diagram by calculating weights, ratings, scores, and strategic coordinates. The results show that the IFAS total score was 2.40, indicating that the internal condition still needs strengthening because it is slightly below the midpoint of 2.50. The EFAS total score was 2.53, indicating that external opportunities are relatively stronger than threats, particularly through online shopping trends, digital training support, and potential expansion to markets outside the region. The SWOT coordinates of X = 0.80 and Y = 0.91 place the business in Quadrant I, so the main recommended strategy is an SO strategy through social media promotion, marketplace expansion, and the utilization of digital training programs. These findings provide practical implications for developing digitally based village MSMEs in a more measurable, applicable, and relevant way within the Smart Fisheries Village program.

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