(05) Labeling System in Digital Marketing in the Development of Processed Seafood Products in Demak Regency, Okti Ruenda, Dr. Ch. Retnaningsih, Dr. Berta Retnawati
Okti Ruenda
Faculty of Agricultural Technology, Soegijapranata Catholic University, Semarang
Indonesia
Dr. Ch. Retnaningsih
Faculty of Agricultural Technology, Soegijapranata Catholic University, Semarang
Indonesia
Dr. Berta Bekti Retnawati*
Faculty of Economics and Business, Soegijapranata Catholic University Semarang
Indonesia
*Email: berta@unika.ac.id
Abstract
Food labelling is one of the important elements in maintaining competitiveness and realizing food safety. Food labels provide any information that customers need to know and take into account before deciding to buy digitally marketed products. The purpose of this study is to find out how the labelling system used by Micro, Small, and Medium Enterprises (MSMEs) for processed seafood in Demak Regency is implemented in digital marketing. This research was conducted on 25 MSMEs through interviews and surveys to digital platforms. The results showed that 19 MSMEs already used labels in digital marketing, while 6 MSMEs only used regular packaging without labels on product packaging. Limited access of MSMEs to strategic resources such as understanding of marketing digitalization, finance, food processing skills, and food innovation processes, can hider the labelling system for processed seafood products.
Keywords: Food Label, Digital Marketing, MSME.
