Strategi Komunikasi Pemasaran Digital terhadap Peningkatan Penjualan Usaha Buraq Telur di Sidrap
DOI:
https://doi.org/10.51903/e-bisnis.v18i2.3069Keywords:
Marketing Communication Strategy, Digital Marketing, Sales, UMKMAbstract
This study aims to analyze digital marketing communication strategies to increase sales at the Buraq Egg Business at Pangkajenne Terminal, Sidenreng Rappang Regency. The background to this research is based on the high level of competition among egg businesses in the local market, which demands more adaptive marketing strategies, particularly through the use of simple digital media such as WhatsApp and Facebook. The research method used was qualitative with a descriptive approach, where data was collected through in-depth interviews, observation, and documentation. Data analysis was conducted using NVivo 12 Plus software to organize and identify strategic themes in marketing communication practices.
The results indicate that digital marketing communication strategies have proven effective in supporting sales increases. Personal selling was the dominant strategy, accounting for 29.38% of the total, followed by sales promotions (25.28%), and direct marketing (20.94%). This aspect demonstrates that personal interactions, special offers, and simple digital communications can build rapport with consumers and increase loyalty. From a marketing mix perspective, price ranked highest at 27.86%, followed by product (26.24%) and place (25.30%), while promotion ranked lowest at 20.60%. These findings confirm that a competitive pricing strategy, maintained product quality, and appropriate distribution significantly influence sales growth, even when digital promotions are still simple.
In conclusion, the success of the Buraq Egg Business's digital marketing communications strategy is influenced by a combination of interpersonal communication, a balanced marketing mix, and consistent use of digital media. This research provides practical contributions for MSMEs in optimizing digital strategies to increase competitiveness in the local market.
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