@phdthesis{digilib70571,
           month = {November},
           title = {STRATEGI PENGEMBANGAN UMKM MELALUI PEMASARAN DIGITAL: STUDI KASUS KERAJINAN GERABAH DI BAYAT KLATEN},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 20102030003 Zainal Abidin},
            year = {2024},
            note = {Siti Aminah, S.Sos.I., M.Si},
        keywords = {UMKM, Kerajinan Gerabah, Pemasaran Digital, Media Sosial},
             url = {https://digilib.uin-suka.ac.id/id/eprint/70571/},
        abstract = {This study aims to develop digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) specializing in pottery crafts in Bayat Subdistrict, Klaten. The pottery MSMEs in Bayat play a significant role in the local economy by utilizing unique local clay resources and producing a variety of traditional products, such as vases, water jugs, and other household items. However, advancements in technology and shifts in consumer behavior have presented challenges for these enterprises, particularly in terms of marketing and technology adaptation. This descriptive qualitative study employs interviews, observations, and documentation to explore effective digital-based development strategies.
The findings indicate that leveraging social media and e-commerce platforms strategically can help Bayat potters expand their market reach, reduce promotion costs, and enhance product competitiveness. Recommendations include optimizing social media use, improving digital skills among artisans, and providing government support through training and digital infrastructure. This research aims to serve as a reference for similar MSME development efforts in other regions.}
}