DIGITAL MARKETING STRATEGY TO IMPROVE SALES OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSME) IN WONOSALAM SUB-DISTRICT

Researchers explore the influence of digital marketing strategies
on MSME sales in Wonosalam Subdistrict. The research aims to assist
MSME actors in Wonosalam Subdistrict in expanding their market
through social media. This study uses a qualitative approach and data
collection
techniques such as observation, interviews, and
documentation. The research subjects are selected through purposive
sampling techniques, focusing on increasing MSME sales in Wonosalam
Subdistrict. Primary data sources come from interviews with
informants, while secondary data comes from various sources such as
labor laws and related literature. Triangulation is conducted to ensure
data validity from various perspectives, including method triangulation,
inter-researcher, data source, and theory. Data validity tests include
credibility. The results show that MSME traders experience increased
sales turnover and begin to expand sales to other areas. They focus on
product quality, have Halal labels, and official permits. Digitalmarketing
is used to expand market reach through social media. Marketing
strategies are based on the 4P concept: attractive and halal products,
competitive pricing, strategic location, and promotion through digital
media.
Keywords: Digital Marketing, Increasing Sales, Triangulation, MSM