UNDERSTANDING KNOWLIDGE PRODUCTS IN ONLINE MEDIA MARKETING IN SEMBALUN VILLAGE, SEMBALUN DISTRICT EAST LOMBOK REGENCY

Abstract

This study aims to find out how to understand product knowledge in online media marketing for SMEs (Micro, Small and Medium Enterprises) in Sembalun. This research is an action research with the subject of research is the community of UMKM (Micro, Small and Medium Enterprises) actors in Sembalun village with a sample of 23 informants. Data collection techniques in this study is the method of observation, interviews and documentation. While the data analysis technique used is qualitative data analysis, namely a research data that will produce descriptive data in the form of speech and writing as well as the actors of the people observed. The results showed that product understanding in online media marketing in East Lombok district can increase sales of Sembalun SMEs. This is indicated by an increase in the average income of Sembalun SMEs, which is 30.05% after receiving the action. Increased understanding of marketing using media is also shown by various changes in behavior and abilities of Sembalun SMEs from various aspects including the use of media such as Facebook, Instagram, WhatsApp and Shopee.