Digital Marketing Strategy in Increasing Sales of MSMEs: A Case Study of Convection in Samong Village

Abstract

This study aims to explore the effectiveness of digital marketing strategies in increasing sales of convection Micro, Small and Medium Enterprises (MSMEs) in Samong Village. The transformation of digital technology has significantly changed the marketing landscape, including among MSME players who have limited resources. Convection businesses in this village have begun to utilize social media and e-commerce platforms such as Shopee, TikTok, Facebook, and Instagram to expand market reach and increase sales. This research uses a qualitative approach with a case study method. Data were collected through observation, interviews, and direct documentation of convection MSMEs. The results show that digital marketing strategies have a positive impact on increasing brand awareness, expanding the market, and creating a more interactive relationship with consumers. Visual content, such as product photos and live streaming videos, is the main means of attracting customer attention. This strategy supports the Integrated Marketing Communication theory (Kotler & Keller) and the Resource-Based View approach (Barney), which emphasizes the importance of internal resource management and integrated communication. Nonetheless, challenges such as low digital literacy, limited funds for promotion, and price competition from products outside the region are still obstacles. Therefore, training, technical assistance, and support from the government and strategic partners are needed to help convection MSMEs maximize the potential of digital marketing. Thus, this strategy can act as a promotional tool as well as a means of adaptation and growth in a competitive digital era.