Implementation of Digital Marketing as a Marketing Strategy for VCO Star MSMEs
DOI:
https://doi.org/10.58857/JBESSR.2024.v01.i01.p03Keywords:
digital marketing, marketing strategy, social media, e-commerceAbstract
Micro, Small, and Medium Enterprises (MSMEs) are not only the main economic pillars in Indonesia but also play a significant role in building and developing economic growth in the country. One strategy that can be implemented to advance MSMEs is through digital marketing. This research aims to reveal the various digital marketing strategies implemented by VCO Star MSMEs. The research method is a descriptive qualitative approach, focusing on VCO Star in Mantikulore District, Palu City. Research findings show that VCO Star uses digital marketing by implementing several strategies, such as posting products on social media such as Facebook, Instagram ads, and WhatsApp statuses. However, this research also reveals that VCO Star has not used influencers as a digital marketing tool, causing a lack of public trust in the product and its impact on sales and reach of desired target consumers. Apart from that, VCO Star business actors have yet to utilize popular marketplace platforms such as Shopee, Tokopedia, and Lazada, which can benefit from reaching a wider market.
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