Digital Marketing Strategy Towards Increasing UMKM Sales in The Digital Economy Era in Kendari City

Abstract

This study aims to analyze the implementation of digital marketing strategies by Micro, Small, and Medium Enterprises (MSMEs) in Kendari City and their impact on increasing sales in the digital economy era. The research method used a descriptive quantitative approach involving 40 MSMEs from various business sectors, namely culinary, fashion, crafts, and services. Data were collected through questionnaires, interviews, and field observations. The results show that the majority of Kendari MSMEs have utilized social media such as Instagram, Facebook, and TikTok as their main digital marketing platforms, followed by the use of marketplaces. Digital marketing strategies have proven effective in increasing turnover, with the majority of MSMEs experiencing a 21 30% increase in sales. Obstacles faced by MSMEs include limited digital literacy, a lack of trained human resources, relatively high advertising costs, and difficulties in creating engaging content. These findings confirm that digital marketing plays a crucial role in expanding the market, increasing brand awareness, and strengthening the competitiveness of Kendari MSMEs in the digital economy era.