PERANCANGAN STRATEGI PEMASARAN DIGITAL TERINTEGRASI PADA UMKM BOLEN PISANG PANAS DI KOTA MAKASSAR

EMI FADILA. “Perancangan Strategi Pemasaran Digital Terintegrasi pada UMKM Bolen Pisang Panas di Makassar” (dibimbing oleh Andi Syastiawan) Latar belakang. Pemasaran digital menjadi faktor penting bagi UMKM pangan dalam memperluas jangkauan pasar dan meningkatkan daya saing. Namun, kegiatan pemasaran UMKM Bolen Pisang Panas di Kota Makassar masih belum optimal karena promosi masih terbatas pada WhatsApp, belum memanfaatkan media sosial secara aktif dan terjadwal, belum terdaftar pada platform marketplace, serta belum memiliki sistem evaluasi pemasaran digital yang terukur. Tujuan. Proyek ini bertujuan merancang strategi pemasaran digital terintegrasi berbasis analisis SWOT dan marketing mix 4P untuk meningkatkan efektivitas promosi, memperluas jangkauan pasar, dan memperkuat daya saing usaha. Metode. Proyek dilaksanakan melalui identifikasi kondisi awal, penyebaran kuesioner berskala Likert 1–5 kepada 50 responden konsumen yang mencakup 20 butir faktor internal (marketing mix 4P) dan 10 butir faktor eksternal, analisis IFAS dan EFAS, penentuan posisi melalui Matriks IE dan Kuadran SWOT, perumusan Matriks SWOT, uji coba implementasi terbatas selama tujuh hari pada Instagram dan TikTok, serta evaluasi berdasarkan delapan indikator keberhasilan. Hasil. Analisis menunjukkan total skor IFAS sebesar 4,0854 (kuat) dengan 12 kekuatan dan 8 kelemahan, serta total skor EFAS sebesar 4,2126 (tinggi) dengan 5 peluang dan 5 ancaman. UMKM Bolen Pisang Panas berada pada Sel I Matriks IE (grow and build) dan Kuadran I SWOT (agresif), sehingga strategi SO ditetapkan sebagai prioritas. Uji coba selama tujuh hari menghasilkan 5.146 tayangan, 131 like, dan 20 followers dari 7 video, dengan TikTok (rata-rata 621,4 tayangan per video) jauh melampaui Instagram (113,7 tayangan per video). Dari delapan indikator keberhasilan, tujuh tercapai; satu indikator, yaitu peningkatan penjualan online, belum tercapai karena produk belum terdaftar pada platform marketplace. Kesimpulan. Proyek ini menghasilkan rancangan strategi pemasaran digital terintegrasi yang terdiri atas sepuluh program pada enam platform digital, dengan strategi SO sebagai prioritas dan pendaftaran GoFood, GrabFood, sebagai langkah paling mendesak. Rancangan strategi dilengkapi manual book pengelolaan pemasaran digital sebagai panduan praktis bagi mitra. Kata kunci: pemasaran digital terintegrasi; UMKM pangan; analisis SWOT; marketing mix 4P; media sosial EMI FADILA. Designing an Integrated Digital Marketing Strategy for the Bolen Pisang Panas MSME in Makassar City (supervised by Andi Syastiawan). Background. Digital marketing has become an important factor for food MSMEs in expanding market reach and improving competitiveness. However, the marketing activities of the Bolen Pisang Panas MSME in Makassar City remained suboptimal, as promotion was still limited to WhatsApp, social media had not been used actively or on a scheduled basis, the products were not yet registered on marketplace platforms, and no measurable digital marketing evaluation system was in place. Objective. This project aimed to design an integrated digital marketing strategy based on SWOT analysis and the 4P marketing mix to improve promotional effectiveness, expand market reach, and strengthen the competitiveness of the business. Methods. The project was carried out through initial condition identification, distribution of a 1–5 Likert-scale questionnaire to 50 consumer respondents covering 20 internal-factor items (4P marketing mix) and 10 external-factor items, IFAS and EFAS analysis, positioning through the IE Matrix and the SWOT Quadrant, formulation of the SWOT Matrix, a seven-day limited implementation trial on Instagram and TikTok, and evaluation based on eight success indicators. Results. The analysis showed a total IFAS score of 4.0854 (strong) with 12 strengths and 8 weaknesses, and a total EFAS score of 4.2126 (high) with 5 opportunities and 5 threats. The business was positioned in Cell I of the IE Matrix (grow and build) and Quadrant I of the SWOT diagram (aggressive), so the SO strategy was set as the priority. The seven-day trial generated 5,146 views, 131 likes, and 20 followers from 7 videos, with TikTok (averaging 621.4 views per video) far exceeding Instagram (113.7 views per video). Of the eight success indicators, seven were achieved; one indicator, an increase in online sales, was not achieved because the products had not yet been registered on marketplace platforms. Conclusion. The project produced an integrated digital marketing strategy consisting of ten programs across six digital platforms, with the SO strategy as the priority and the registration of GoFood and GrabFood and the activation as the most urgent steps. The strategy was accompanied by a digital marketing management manual as a practical guide for the partner. Keywords: integrated digital marketing; food MSME; SWOT analysis; 4P marketing mix; social media