Pemanfaatan Teknologi Digital Sebagai Strategi Komunikasi Pemasaran Pada Peternakan Kambing

Abstract

This study aims to design and implement digital technology as a marketing communication strategy for Arjuna Farm, a goat farm seeking to improve the effectiveness of its information delivery to consumers. Through a web-based system development approach, a website was designed to showcase product catalogs, business descriptions, and ordering information. This system is expected to address the limitations of conventional marketing methods, which previously relied solely on word-of-mouth promotion and manual communication. The developed website is equipped with features for product management, customer contact, and a user-friendly interface. Although the current payment method still relies on a Cash on Delivery (COD) system, the implementation has proven effective in expanding the farm's marketing reach and enhancing its service professionalism. The results demonstrate that digital technology directly contributes to improving marketing communication, especially in reaching a wider target audience through online media. During the implementation stage, user requirements were identified, and system functions were tested to ensure alignment with predefined goals. The testing results show that the system offers easy access for users to find product information, place orders, and interact directly with the farm’s administrators via the available channels. Supported by well-structured documentation and a solid database design, the system holds significant potential for future development, including feature expansion and the integration of additional technologies such as digital payments and data-driven customer management systems.