Digital Marketing Capability of Rooftile Industry in South Jember

Abstract

Digital marketing is a modern way of marketing that has several advantages compared to traditional methods. Digital marketing is a breakthrough for business actors to facilitate marketing activities. However, not all business actors have the ability to do digital marketing.

The research uses a naturalistic approach with a qualitative research type. The research was conducted in the rooftile industrial area in Ambulu District and Wuluhan District, Jember Regency. The data were collected by means of observation, interviews, and documentation. Sources of informants were determined using a purposive technique.

In the Ambulu District and Wuluhan District, the rooftile industry is scattered. The rooftile industry is a business that has been carried out for generations and has become the livelihood of the village community. These business actors have limitations in doing digital marketing. They only rely on social media. The most widely used social media for marketing are Whatsapp and Facebook