Utilization of Digital Marketing in MSMEs: Case Study on Roth Convection MSME in Surobayan Village, Wonopringgo District, Pekalongan Regency

Abstract

Digital marketing is a method of promotion and market search through digital media that utilizes various platforms, for example social networks. With digital marketing, interactions between producers, market intermediaries and consumers will become easier, and allow businesses to understand consumer needs and desires better. This research aims to provide recommendations regarding strategies for MSMEs in increasing sales and maintaining business profits, to determine the marketing obstacles faced when using digital platforms to sell products, as well as providing online information about MSMEs products and brands. This research uses a qualitative approach with in-depth interview methods with sources. Based on interviews that have been conducted, the digital marketing strategy implemented by this MSMEs convection includes: Introducing products through e-commerce platforms, flash sales on twin dates, consistent live streaming, positive reviews from customers, and providing quality products. The obstacles faced include submitting returns and refunds from customers, as well as adapting to the e-commerce platform and understanding the online marketing system.