Strategi Pemasaran Digital dalam Meningkatkan Visibilitas dan Penjualan UMKM: Studi Kasus di KWT Kuncup Mekar

Abstract

In the ever-evolving digital era, Micro, Small, and Medium Enterprises (MSMEs) must adopt digital marketing strategies to remain competitive in an increasingly competitive market. Although digital marketing has proven effective in expanding reach and boosting sales, many MSMEs still face challenges in effectively implementing it. This research aims to analyze how digital marketing strategies can enhance the visibility and sales of MSMEs, particularly by examining a Case Study at KWT Kuncup Mekar. Through a qualitative approach, this study explores the experiences and perspectives of MSMEs regarding digital marketing by employing in-depth interviews, observations, and document analysis as data collection techniques. The study found that the effective implementation of digital marketing strategies can significantly improve the visibility and sales of MSMEs. MSMEs utilizing various digital platforms, such as social media and e-commerce, experienced a notable increase in visibility and interaction with the market. However, the success of these strategies depends on the quality of content, understanding of market trends, and the ability to regularly evaluate campaign performance. Additionally, collaboration with external parties and partnerships can also broaden access to marketing resources. In conclusion, this research concludes that digital marketing strategies play a vital role in enhancing the visibility and sales of MSMEs. MSMEs need to continually develop and update their strategies in line with market changes and consumer trends. Collaboration with external parties can also be an effective strategy to expand marketing reach. The researcher expresses gratitude to all parties involved in this study, including MSMEs at KWT Kuncup Mekar, respondents, supervisors, and research partners, for their contributions and support.