Strategi Pengembangan UMKM Toko Kue Aminah di Kelurahan Oimbo melalui Digital Marketing dan Inovasi Produk

Ita Purnama; Sulistianingsih Sulistianingsih; Fitri Wulandari

doi:10.61132/lokawati.v3i4.2006

Authors

Ita Purnama sekolah tinggi ilmu ekonomi bima
Sulistianingsih Sulistianingsih Sekolah Tinggi Ilmu Ekonomi Bima
Fitri Wulandari Sekolah Tinggi Ilmu Ekonomi Bima

DOI:

https://doi.org/10.61132/lokawati.v3i4.2006

Keywords:

MSME, digital marketing, product innovation, branding, culinary business

Abstract

MSMEs play a crucial role in the economy, yet many still struggle to adopt technology. This engagement aims to support the development of Toko Kue Aminah through digital marketing and product innovation. The activities were conducted through observation, interviews, and documentation during May 2025 in Oimbo Village. The results show that strategies such as utilizing Facebook and WhatsApp Business, adding product variations, and improving packaging and logo successfully enhanced the appeal and reach of the business. Furthermore, partnerships with local coffee shops have started to form, expanding product distribution. The synergy between digital marketing and product innovation has proven essential in boosting the business's competitiveness

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