The Role of Digital Marketing in Increasing MSME Sales: A Case Study of "Agar-Agar Milenial Irvan"

Abstract

This study examined how digital marketing can increase sales and build brand reputation for micro, small, and medium enterprises (MSMEs), using the “Agar-Agar Milenial Irvan” business as an example. In the current digital landscape, MSMEs must adapt by leveraging digital platforms as powerful promotional tools. This study employed a qualitative case study approach, collecting data through in-depth interviews, direct observation, and analysis of the business owner's digital marketing activities. The findings show that using social media, particularly Instagram and WhatsApp Business, strengthens the relationship between sellers and buyers. This significantly impacts sales growth positively and helps build a positive brand perception. Implemented digital marketing strategies include presenting an attractive product list, using customer reviews to build trust, and engaging in interactive communication with consumers without paid advertising. Despite facing challenges such as limited time and a lack of understanding of digital technology, business owners successfully overcame these obstacles through self-learning and gradual technological adaptation. This study concludes that digital marketing can be effectively implemented by newly established micro, small, and medium enterprises (MSMEs) as long as it is done consistently and innovatively while prioritizing customer needs. It is hoped that the results of this study will serve as a reference and motivation for other MSMEs to design effective, economical, and sustainable digital marketing strategies.