Digital Marketing Strategy for Increasing MSME 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 its impact on increasing sales in the digital economy era. The research method used is a descriptive quantitative approach involving 40 MSMEs from various business sectors, namely culinary, fashion, handicrafts, and services. Data was collected through questionnaires, interviews, and field observations. The results of the study show that most of Kendari MSMEs have utilized social media such as Instagram, Facebook, and TikTok as the main platforms for digital marketing, followed by the use of marketplaces. Digital marketing strategies have proven to be effective in increasing turnover, where the majority of MSMEs have experienced an increase in sales by 21–30%. The obstacles faced by MSMEs include limited digital literacy, a lack of trained human resources, fairly high advertising costs, and difficulties in creating interesting content. This finding confirms that digital marketing has an important role in expanding the market, increasing brand awareness, and strengthening the competitiveness of Kendari MSMEs in the digital economy era.