PENGARUH DIGITAL MARKETING TERHADAP PENJUALAN PRODUK TELUR BEBEK PADA HILMI JAYA FARM KABUPATEN NGAWI MENGGUNAKAN METODE AIDA

Misbahul Faisal Hilmi, Noordin Asnawi, Ridho Pamungkas

Abstract


Digital marketing has become an effective strategy for Micro, Small, and Medium Enterprises (MSMEs) to expand market reach and improve sales performance. Hilmi Jaya Farm, a duck egg farming business located in Ngawi Regency, previously relied on conventional marketing methods, resulting in limited market coverage and suboptimal product prices. This study aimed to analyze the effect of digital marketing implementation on increasing duck egg sales using the AIDA (Attention, Interest, Desire, Action) model. A quantitative approach with a before-after method was employed by comparing sales data collected before and after the implementation of digital marketing through TikTok, Facebook, a website, and Shopee. The results showed that digital marketing expanded market reach, increased the selling price from IDR 1,800 to IDR 2,500 per egg, and improved total sales by 31.96%. Therefore, implementing digital marketing based on the AIDA model proved effective in increasing duck egg sales at Hilmi Jaya Farm, Ngawi Regency.

Keywords


AIDA; Digital Marketing; Duck Egg Sales; Hilmi Jaya Farm.

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