Digital marketing development strategy of rama cassava chips at tajur halang village
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Published:
Aug 30, 2026
Keywords:
Brand Awareness, Cavasa Chips, Digital Marketing Strategy, MSMe, SWOT Analysis
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Economy
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Abstract
This study aims to formulate appropriate digital marketing strategies to increase brand awareness and sales for the Rama Cassava Chips SME amid increasingly competitive market dynamics. Unfortunately, Rama Cassava Chips has not yet implemented digital marketing and still relies on distributors, resulting in declining sales. The implementation of digital marketing strategies is essential given the behavior of the target market Millennials and Generation Z who are known as digital natives. Unfortunately, previous research has not specifically addressed digital marketing strategies suitable for the subject’s circumstances. This is a descriptive study utilizing the IFE, EFE, IE Matrix, and SWOT Matrix as analytical tools. The analysis results show that an IFE score of 3.15 and an EFE score of 2.30 place the business in the grow and build position. This indicates that the business possesses strong internal strengths but faces significant external pressures. The recommended strategic alternatives include strengthening digital branding through storytelling, developing an omnichannel marketing system, enhancing brand identity, pursuing product differentiation, and leveraging digital data. The findings of this study theoretically contribute to research in the field of digital marketing, particularly in the context of agro-industrial SMEs producing local products such as cassava chips, and practically provide guidance for SMEs, specifically Rama Cassava Chips in designing more targeted digital marketing strategies.
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Gandhy, A. ., Respati, M. R. ., Fadillah, H. ., Maesya, A. and Gumilang, A. S. P. . (2026) “Digital marketing development strategy of rama cassava chips at tajur halang village”, Jurnal Mantik, 10(2), pp. 477-487. doi: 10.35335/mantik.v10i2.7195.
References
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Gumilang, A. S. P., Gandhy, A., & Prasetyo, B. D. (2024). Digital Marketing Develompemt Strategy To Increase the Number of Turist. JIMKES: Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2165–2176. https://doi.org/10.30863/didaktika.v18i1.5673
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Harris, L. C., & He, H. (2019). Retail employee pilferage: A study of moral disengagement. Journal of Business Research, 99, 57–68. https://doi.org/10.1016/J.JBUSRES.2019.02.008
Ikhwan, M., Pambudy, R., & Etriya, E. (2025). Eco-Friendly Opportunities and Strategies of The Black Soldier Fly Maggot Business in Pariaman, West Sumatera. Jurnal Manajemen Dan Agribisnis, 22(1), 92. https://doi.org/10.17358/jma.22.1.92
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Laila, A., Misbahusururi, A., & Hartini, T. (2024). Analisis Strategi Dengan Menggunakan Porter ’ s Five Forces Model Pada Perusahaan Kentucky Fried Chicken ( KFC ) Di Indonesia. Jurnal Ekonomi Dan Bisnis Digital, 02(02), 1087–1092.
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M. Fatur Rizki, Arina Hidayati Hasanah, Muhammad Arfaq Aqil, I’tibar Ikhsan, Alivia Maghfiroh, & Dwi Hartanti. (2024). Digital Marketing of Cassava Chips as an Optimization of UMKM Empowerment in Kebonadem Village. Jurnal Pengabdian Sosial Dan Kemanusiaan, 1(4), 42–48. https://doi.org/10.62383/aksinyata.v1i4.478
Macdonald, E. K., & Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8
Marliani, I. P., Gandhy, A., & Prasetyo, B. D. (2025). Implementation of the business model canvas in designing business development strategies for Loush Bath MSME. Jurnal Mantik, 9(2). www.iocscience.org/ejournal/index.php/mantik
Musa, H. G., Fatmawati, I., Nuryakin, N., & Suyanto, M. (2024). Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022). Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2329375
Mustika, I., Andika Prasetya Nugraha, Septa Diana Nabella, & Sarmini. (2023). Pembinaan Digital Marketing sebagai Media Strategi Peningkatan Pendapatan Keripik Singkong Mitra Baru Food Kota Batam. I-Com: Indonesian Community Journal, 3(1), 278–285. https://doi.org/10.33379/icom.v3i1.2242
Musyrifah, M., & Saal, A. (2024). Efektivitas Platform E-Commerce Berbasis Komunitas Dalam Peningkatan Pemasaran Digital Untuk Umkm Di Sulawesi Barat. Jurnal Komputer Dan Informatika, 12(2), 176–185. https://doi.org/10.35508/jicon.v12i2.17910
Prasetyo, B. D., & Gumilang, A. S. P. (2025). Business Development Formulation Using Business Model Canvas On B-Magg Environmentally Friendly Fish Pellets. Proceedings of the 6th Asia Pacific Conference on Industrial Engineering and Operations Management, 1(1), 755–764. https://doi.org/10.46254/AP06.20250175
Prasetyo, B. D., Purnama, D. H., Taurusyanti, D., & Gumilang, A. S. P. (2026). Formulation of stability strategies for business BSF maggot cultivation under hold and maintain conditions at Bumi Farm. Jurnal Mantik, 10(1).
Pratama, R., & Paransa, J. (2024). Optimalisasi Pertumbuhan UMKM di Indonesia Melalui Pemasaran Digital. Efisiensi: Kajian Ilmu Administrasi, 21(2), 1–14.
Qadri, R. A., & Tyana. (2024). Penguatan Strategi Pemasaran Digital melalui Media Sosial dan Platform Digital terhadap UMKM Sahabat Taichan Batam. Social Engagement: Jurnal Pengabdian Kepada Masyarakat, 2(3), 2024.
Raharjo, V. S., Sukoco, I., Safa’atul Barkah, C., Jamil, N., & Novel, A. (2023). Penerapan Strategi Influencer Marketing melalui Media Sosial The Implementation of Influencer Marketing Strategy Through Social Media. Jurnal Konsep Bisnis Dan Manajemen), 10(1), 86–99. https://doi.org/10.31289/jkbm.v10i1.9979
Rahmah, T., & Fauzi, A. (2025). Innovation Strategy For Product Development In Pursuit Of Sustainable Competitive Advantage: A Systematic Literature Review. Management Studies and Entrepreneurship Journal, 6(3), 3544–3556. http://journal.yrpipku.com/index.php/msej
Sancoko, A. H. (2015). Program Pengembangan Bisnis Usaha Makanan dan Minuman Pada Depot TIME TO EAT Surabaya. Agora, 3(1), 358–363.
Setiawan, I., & Asti, P. (2025). Transformasi Digital Marketing Dan E-Wom?: Analisis Pengaruhnya. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 2(3), 37–43.
Taufiq, M. (2019). Aspek Hukum Dalam Bisnis (1st ed.). Azyan Mitra Media.
Teece, D. J. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1), 40–49. https://doi.org/10.1016/J.LRP.2017.06.007
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/J.JRETAI.2015.02.005
Wafa, W. S., Sam’un, M., & Nur’azkiya, L. (2023). Marketing Strategies for Exporting Kenya Beans (Phaseolus vulgaris L) (Case Study: Gapoktan Wargi Panggupay West Bandung Regency) Wildan. Jurnal Agrimanex, 4(1), 29–37.
Zhang, Z., Zhang, C., & Shen, L. (2020). Deterring dealer slackness: The role of supplier incentives and monitoring and the market environment. Journal of Business Research, 121, 353–363. https://doi.org/10.1016/J.JBUSRES.2020.09.014
Zulkarnain, A., Wahyuningtyas, D., & Putranto, T. S. (2018). Analysis of IFE, EFE and QSPM Matrix on Business Development Strategy. IOP Conference Series: Earth and Environmental Science, 4(1), 68–74. https://doi.org/10.1088/1755-1315
Afriani, S., Yanti, R. T., Noviantoby, N., Maulana, T., & Berlianza, D. (2022). Pengenalan Digital Marketing Pada Usaha Keripik Singkong Dewi Sri di Desa Bukit Peninjauan 1. Jurnal Dehasen Mengabdi, 1(2), 149–154. https://doi.org/10.37676/jdm.v1i2.2926
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156. https://doi.org/10.31106/jema.v17i2.6916
Arianto, B. (2024). Triangulasi Metoda Penelitian Kualitatif (1st ed.). Borneo Novelty Publishing. https://www.academia.edu/126558992/Triangulasi_Metoda_Penelitian_Kualitatif%0Afile:///D:/DATA S2 DINDA/Riset Competition/Bambang Arianto - 2024 - Triangulasi Metoda Penelitian Kualitatif.pdf
Ashgar, E. (2026). The Effect of Digital Marketing on Brand Awareness and Purchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 14(3), 2799–2812. https://doi.org/10.37641/jimkes.v14i3.5205
Chaffey, D., & Smith, P. (2022). Digital Marketing Excellence Planning, Optimizing and Integrating Online Marketing (6th ed.). Routledge. https://doi.org/https://doi.org/10.4324/9781003009498
Dewi, H. (2026). Circular Economy Untuk Kepastian Harga Di Provinsi Strategi Kebijakan Hilirisasi Singkong Berbasis Circular. Jurnal KELITBANGAN, 14(1).
Fajri, R. L., Wirayuda, F., Sitorus, M. G., Annisa, M., Khaira Sihotang, M., Alfikri, M. N., Ramadhi, A. W., & Ramadhi, A. W. (2025). Analisis Aspek Hukum dalam Studi Kelayakan Suatu Bisnis (Studi Kasus: Usaha Food and Beverage Chicken Crush). Media Hukum Indonesia (MHI), 2(5), 58–61.
Gandhy, A., & Kurniawati, S. D. (2018). Analisis Strategi Pengembangan Usaha Koperasi Produksi Susu Bogor, Jawa Barat. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 8(1), 15. https://doi.org/10.30588/jmp.v8i1.376
Gumilang, A. S. P., Gandhy, A., & Prasetyo, B. D. (2024). Digital Marketing Develompemt Strategy To Increase the Number of Turist. JIMKES: Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2165–2176. https://doi.org/10.30863/didaktika.v18i1.5673
Gumilang, A. S. P., Wilistanti, M. G., Yuristianti, R. A., & Patra, E. (2025). Community Empowerment of KWT Rajawali for Economic and Food Security Enhancement through Aquaponic and Green Water Systems. Jurnal Abdimas Kartika Wijayakusuma, 6(3), 1403–1413.
Harris, L. C., & He, H. (2019). Retail employee pilferage: A study of moral disengagement. Journal of Business Research, 99, 57–68. https://doi.org/10.1016/J.JBUSRES.2019.02.008
Ikhwan, M., Pambudy, R., & Etriya, E. (2025). Eco-Friendly Opportunities and Strategies of The Black Soldier Fly Maggot Business in Pariaman, West Sumatera. Jurnal Manajemen Dan Agribisnis, 22(1), 92. https://doi.org/10.17358/jma.22.1.92
Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran Edisi 13 (13th ed.). Penerbit Erlangga.
Laila, A., Misbahusururi, A., & Hartini, T. (2024). Analisis Strategi Dengan Menggunakan Porter ’ s Five Forces Model Pada Perusahaan Kentucky Fried Chicken ( KFC ) Di Indonesia. Jurnal Ekonomi Dan Bisnis Digital, 02(02), 1087–1092.
Larasati, S. A., Istiqomah, A., Ramadani, A. S., Khoiriyah, A., & Radianto, D. O. (2024). Peran Media Sosial Dalam Pengembangan Usaha Mikro, Kecil dan Menengah (UMKM). CEMERLANG?: Jurnal Manajemen Dan Ekonomi Bisnis, 4(2), 321–332. https://doi.org/10.55606/cemerlang.v4i2.2867
M. Fatur Rizki, Arina Hidayati Hasanah, Muhammad Arfaq Aqil, I’tibar Ikhsan, Alivia Maghfiroh, & Dwi Hartanti. (2024). Digital Marketing of Cassava Chips as an Optimization of UMKM Empowerment in Kebonadem Village. Jurnal Pengabdian Sosial Dan Kemanusiaan, 1(4), 42–48. https://doi.org/10.62383/aksinyata.v1i4.478
Macdonald, E. K., & Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8
Marliani, I. P., Gandhy, A., & Prasetyo, B. D. (2025). Implementation of the business model canvas in designing business development strategies for Loush Bath MSME. Jurnal Mantik, 9(2). www.iocscience.org/ejournal/index.php/mantik
Musa, H. G., Fatmawati, I., Nuryakin, N., & Suyanto, M. (2024). Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022). Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2329375
Mustika, I., Andika Prasetya Nugraha, Septa Diana Nabella, & Sarmini. (2023). Pembinaan Digital Marketing sebagai Media Strategi Peningkatan Pendapatan Keripik Singkong Mitra Baru Food Kota Batam. I-Com: Indonesian Community Journal, 3(1), 278–285. https://doi.org/10.33379/icom.v3i1.2242
Musyrifah, M., & Saal, A. (2024). Efektivitas Platform E-Commerce Berbasis Komunitas Dalam Peningkatan Pemasaran Digital Untuk Umkm Di Sulawesi Barat. Jurnal Komputer Dan Informatika, 12(2), 176–185. https://doi.org/10.35508/jicon.v12i2.17910
Prasetyo, B. D., & Gumilang, A. S. P. (2025). Business Development Formulation Using Business Model Canvas On B-Magg Environmentally Friendly Fish Pellets. Proceedings of the 6th Asia Pacific Conference on Industrial Engineering and Operations Management, 1(1), 755–764. https://doi.org/10.46254/AP06.20250175
Prasetyo, B. D., Purnama, D. H., Taurusyanti, D., & Gumilang, A. S. P. (2026). Formulation of stability strategies for business BSF maggot cultivation under hold and maintain conditions at Bumi Farm. Jurnal Mantik, 10(1).
Pratama, R., & Paransa, J. (2024). Optimalisasi Pertumbuhan UMKM di Indonesia Melalui Pemasaran Digital. Efisiensi: Kajian Ilmu Administrasi, 21(2), 1–14.
Qadri, R. A., & Tyana. (2024). Penguatan Strategi Pemasaran Digital melalui Media Sosial dan Platform Digital terhadap UMKM Sahabat Taichan Batam. Social Engagement: Jurnal Pengabdian Kepada Masyarakat, 2(3), 2024.
Raharjo, V. S., Sukoco, I., Safa’atul Barkah, C., Jamil, N., & Novel, A. (2023). Penerapan Strategi Influencer Marketing melalui Media Sosial The Implementation of Influencer Marketing Strategy Through Social Media. Jurnal Konsep Bisnis Dan Manajemen), 10(1), 86–99. https://doi.org/10.31289/jkbm.v10i1.9979
Rahmah, T., & Fauzi, A. (2025). Innovation Strategy For Product Development In Pursuit Of Sustainable Competitive Advantage: A Systematic Literature Review. Management Studies and Entrepreneurship Journal, 6(3), 3544–3556. http://journal.yrpipku.com/index.php/msej
Sancoko, A. H. (2015). Program Pengembangan Bisnis Usaha Makanan dan Minuman Pada Depot TIME TO EAT Surabaya. Agora, 3(1), 358–363.
Setiawan, I., & Asti, P. (2025). Transformasi Digital Marketing Dan E-Wom?: Analisis Pengaruhnya. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 2(3), 37–43.
Taufiq, M. (2019). Aspek Hukum Dalam Bisnis (1st ed.). Azyan Mitra Media.
Teece, D. J. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1), 40–49. https://doi.org/10.1016/J.LRP.2017.06.007
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/J.JRETAI.2015.02.005
Wafa, W. S., Sam’un, M., & Nur’azkiya, L. (2023). Marketing Strategies for Exporting Kenya Beans (Phaseolus vulgaris L) (Case Study: Gapoktan Wargi Panggupay West Bandung Regency) Wildan. Jurnal Agrimanex, 4(1), 29–37.
Zhang, Z., Zhang, C., & Shen, L. (2020). Deterring dealer slackness: The role of supplier incentives and monitoring and the market environment. Journal of Business Research, 121, 353–363. https://doi.org/10.1016/J.JBUSRES.2020.09.014
Zulkarnain, A., Wahyuningtyas, D., & Putranto, T. S. (2018). Analysis of IFE, EFE and QSPM Matrix on Business Development Strategy. IOP Conference Series: Earth and Environmental Science, 4(1), 68–74. https://doi.org/10.1088/1755-1315
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