Implementation of Palembang City Government Programs in Digital Marketing Transformation and Halal Certification

Abstract

The increasing number of MSMEs in Indonesia is increasingly significant, especially amidst developments in communications technology and during the Covid-19 pandemic in recent years. The use of the internet has proven to help MSMEs survive during the Covid-19 pandemic. These changes require MSME actors to master it well so that they are able to market their products properly with various applications that will be used later. This research aims to determine the implementation of the Palembang City government program in supporting the digital transformation of MSMEs through digital marketing strategy. This research is a qualitative descriptive study using data collection techniques with in-depth interviews with Department of Cooperatives and MSMEs in the city of Palembang and MSME actors in Sekanak Lambidaro 26 Ilir and will carry out observations and documentation. Determination of informants in this research was carried out using purposive sampling. Informants were selected deliberately based on criteria that have been determined and established based on the research objectives. The results of this research include culinary MSME players who have undergone digital transformation in terms of digital payments and digital cashiers, digital marketing both in terms of creating logos, using Google Maps or using sales applications such as marketplaces and e-commerce, the use of social media as a promotional medium with various content as social media marketing as well as online registration of halal certificates. The implementation of the Palembang City government program in digital transformation has not been evenly distributed, related to the results of observations made by 3 out of 5 MSME informants who were not aware of its existence. Program, but the perpetrators took part in events held by the Palembang City government.