Literasi Digital

Suatu Kemewahan bagi UMKM Perikanan di Era Industri 4.0?

Keywords:

SMME of fisheries, digital marketing, marketing, internet

DOI:

https://doi.org/10.33510/slki.2019.117-126

Abstract

This study aims to examine the efforts of the Marine and Fisheries Food Crop Service Office of Bantul Regency in optimizing the management and marketing of fisheries production. In addition, to find out the access of fisheries SMME (Small Micro Medium Entreprise) to digital marketing. The study apllied qualitative descriptive research design. Data collection techniques through  indepth interviews, documentation techniques, FGD (Focus Group Discussion) and participatory observation. Techniques for analyzing qualitative data include (a) data collection; b) data reduction c) data presentation; d) conclusion and verification.

The research results demonstrate that the Bantul Agriculture and Fisheries Food Service Office's efforts in optimizing the management and marketing of Fisheries Production included the promotion of marine fisheries products; institutional improvement of marketers group, holding of training for marketers and monitoring of fisheries product quality circulating in the community. The constraints faced in mastering digital marketing are largely due to the lack of understanding of marketer about internet usage and not having workers who understand information technology. Strategic steps for strengthening SMME can be pursued through the addition of frequency of training, comparative studies and intensifying mentoring of digital marketing literacy to groups.