<mets:mets OBJID="eprint_5808" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-08-09T09:09:25Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Bojonegoro</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_5808_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Strategi Pemasaran Digital UMKM Kacang Hijau Goreng "Natin Kress" di Desa Panemon Kecamatan Sugihwaras Kabupaten Bojonegoro</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">RAHMANTIKA</mods:namePart><mods:namePart type="family">JELITA RAHMANTIKA</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Perkembangan teknologi digital mendorong UMKM untuk memanfaatkan pemasaran digital guna meningkatkan daya saing dan memperluas jangkauan pasar. Namun, UMKM Kacang Hijau Goreng "Natin Kress" di Desa Panemon, Kecamatan Sugihwaras, Kabupaten Bojonegoro masih menghadapi kendala dalam penerapan pemasaran digital, seperti konten promosi yang kurang menarik, ketidakkonsistenan unggahan, keterbatasan kemampuan pengelolaan media sosial, serta belum optimalnya pemanfaatan marketplace dan iklan berbayar. Penelitian ini bertujuan menganalisis faktor internal dan eksternal yang memengaruhi strategi pemasaran digital serta menentukan strategi prioritas yang tepat bagi UMKM Natin Kress. Penelitian menggunakan metode deskriptif dengan pendekatan kualitatif dan kuantitatif. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi terhadap 30 responden yang dipilih secara purposive, kemudian dianalisis menggunakan Matriks IFE, EFE, SWOT, dan Quantitative Strategic Planning Matrix (QSPM). Hasil penelitian menunjukkan bahwa kekuatan utama UMKM meliputi kualitas produk, variasi rasa, harga yang kompetitif, pengelolaan media sosial, dan hubungan baik dengan pelanggan, sedangkan kelemahannya meliputi keterbatasan pengelolaan konten, kurang konsistennya promosi digital, serta belum optimalnya pemanfaatan marketplace dan iklan berbayar. Nilai IFE sebesar 3,57 dan EFE sebesar 3,55 menunjukkan posisi UMKM berada pada kuadran growth and build. Temuan penelitian menunjukkan bahwa strategi Strength–Opportunity (SO) merupakan strategi prioritas dengan nilai Total Attractiveness Score (TAS) sebesar 7,039, yaitu mengoptimalkan pemasaran digital melalui Instagram, TikTok, WhatsApp, dan marketplace untuk memperluas jangkauan pasar serta meningkatkan daya saing UMKM.</mods:abstract><mods:classification authority="lcc">Prodi Agribisnis</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8601">2026-07-20</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Pertanian;Agribisnis</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_5808"><mets:rightsMD ID="rights_eprint_5808_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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