Identification of Digital Marketing Problems “Kopi Tuan Galang” by BUMDesma Galang Bareng
DOI:
https://doi.org/10.11594/nstp.2025.4731Keywords:
Digital marketing, problem identification, illage-owned enterprises (BUMDesma), tuan galang coffeeAbstract
BUMDesma Galang Bareng is located in the integrated agricultural area of Mesidah District, Blitar Regency, East Java. One of BUMDesma's leading products is coffee with the brand "Kopi Tuan Galang". An important problem faced by this coffee business is the implementation of digital marketing. Digital marketing is an important factor in the marketing process of a product to reach a wider market. This study was conducted to identify the problems faced by BUMDesma Galang Bareng in implementing digital marketing on the "Kopi Tuan Galang" product. Problem identification was carried out by interviewing all BUMDesma Galang Bareng administrators regarding the obstacles they faced in implementing digital marketing for further analysis. The identification results showed that the main obstacle in implementing digital marketing was the low digital skills of human resources who managed the "Kopi Tuan Galang" business. Digital marketing media was minimally carried out by business managers and only focused on traditional marketing so the marketing of "Kopi Tuan Galang" was limited to sales in the area around Wlingi. The conclusion of this study is that the digital skills of human resources greatly influence the application of digital marketing to the "Kopi Tuan Galang" product to be able to reach a wider market reach.
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