Penguatan Komunikasi Pemasaran Digital dalam Pengembangan Pasar Kamu di Desa Denai Lama Kabupaten Deli Serdang

Carisha Puti Salsabila; Cahaya Permata; Rayhan Musthafa Fadhli Lubis; Raulanda Dwi Putra; Jessica Amelia Febrian; Almuraisyi Ramadhana; Muhammad Al-Haadi

doi:10.55606/jppmi.v5i3.3044

Authors

Carisha Puti Salsabila Universitas Islam Negeri Sumatera Utara
Cahaya Permata Universitas Islam Negeri Sumatera Utara
Rayhan Musthafa Fadhli Lubis Universitas Islam Negeri Sumatera Utara
Raulanda Dwi Putra Universitas Islam Negeri Sumatera Utara
Jessica Amelia Febrian Universitas Islam Negeri Sumatera Utara
Almuraisyi Ramadhana Universitas Islam Negeri Sumatera Utara
Muhammad Al-Haadi Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.55606/jppmi.v5i3.3044

Keywords:

Community Empowerment, Digital Marketing Communication, Digital Media, Market Development, Pasar Kamu

Abstract

Pasar Kamu in Denai Lama Village is one of the local economic potentials that offers various local products, traditional foods, and community activities. The development of digital media provides an opportunity to expand marketing and introduce Pasar Kamu to a wider community. However, the use of digital media still needs to be strengthened, particularly in content development and information delivery. This activity aims to strengthen digital marketing communication to support the development of Pasar Kamu in Denai Lama Village. The activity used a Community-Based Research (CBR) approach by involving managers and local business actors throughout the process. Data were collected through observation, interviews, and documentation. The activities consisted of problem identification, planning, marketing communication development, and evaluation. The results showed that Pasar Kamu has various potentials that can be promoted through digital media. The strengthening activities focused on developing content that presents local products, sellers’ activities, the market atmosphere, and the local characteristics of Denai Lama Village. Community involvement also helped determine the information and types of content that were appropriate for the conditions of Pasar Kamu. The planned and consistent use of digital media can help expand information about Pasar Kamu and support the local economic activities of the community. Therefore, strengthening digital marketing communication needs to be carried out continuously to increase the visibility of Pasar Kamu among a wider audience.

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