Studi Literatur Strategi Pemasaran Digital Produk Gula Aren di Pedesaan

Digital marketing is an important strategy for palm sugar products in rural areas. This study compares digital marketing strategies for palm sugar in rural areas through a comparative literature review of twelve previous studies (five international and seven national). The studies are compared by method, research object, variables, and results. The findings show that previous studies use diverse approaches, ranging from qualitative and SWOT-based studies to quantitative surveys and mixed methods. Social media, WhatsApp, e-commerce, branding, and packaging are the most frequently discussed strategies, and most studies report positive effects on market reach, purchase decisions, and sales. Common obstacles are limited digital literacy and resources, limited internet access, high shipping costs, and inconsistent management of digital media. Few studies have tested these strategies over the long term.