Digital Marketing of Handicraft SMEs in Medan City: Learning Evaluation

Abstract

This study aims to identify the obstacles craft Small and Medium Enterprises (SMEs) face in Medan, especially Sekar Handycraft SMEs, to understand digital marketing better. During the pandemic, Sekar Handycraft's direct marketing faced challenges that led to a decline in sales during the pandemic. Meanwhile, digital marketing design is still in its infancy. It uses a qualitative method by conducting in-depth interviews with members of Sekar Handycraft as primary data and digital marketing design with secondary data through the Semrush, Social Blade, and Google Trends websites for learning evaluation. The results show a need for more specific skills in implementing digital marketing designs. There is a significant difference between unbalanced direct and digital marketing design skills. The main barriers to technology adoption are individual innovation skills, ease of direct transactions, and skills gaps. As a result, proper digital marketing design integration takes time to implement. It is essential to gain knowledge and awareness of the potential of Sekar Handycraft's digital interactions through a digital optimization strategy approach.