Analisis Strategi Pemasaran Digital dalam Meningkatkan Penjualan Produk pada UMKM

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a pivotal role as the backbone of Indonesia’s economy but still encounter challenges in fully leveraging the potential of digital marketing. This study aims to analyze effective digital marketing strategies for increasing MSMEs’ product sales while also identifying the obstacles faced during the digitization process. The research employed a literature review with a qualitative approach, using data gathered from journals, scientific articles, and official reports published over the last ten years. The findings indicate that MSME actors continue to face obstacles such as low digital literacy, limited capital and human resources, and restricted access to technological infrastructure, especially in rural areas. Nevertheless, digital marketing strategies—including the optimization of social media platforms (Instagram, Facebook, WhatsApp), participation in online marketplaces (Tokopedia, Shopee), content marketing implementation (blogs, videos, informative articles), search engine optimization (SEO), and digital advertising—have been proven to enhance brand awareness, expand market reach, and increase sales by 30-50%. Additionally, digital marketing enables MSMEs to adapt more quickly to changing consumer behavior trends. This study recommends the need to improve digital literacy, provide continuous training, and foster collaboration among various stakeholders to maximize the comprehensive application of digital marketing strategies. Thus, marketing digitization can serve as the key to sustainable MSME growth in the digital economy era