Strategi Digital Marketing pada UMKM: Studi Kasus Peningkatan Penjualan “Uli Crispy Dua Putra” melalui Media Sosial Instagram
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economy. However, many business owners still face limitations in marketing, particularly in utilizing social media platforms. This study aims to examine the effectiveness of digital marketing through Instagram on the MSME "ULI CRISPY DUA PUTRA," an innovative business that modifies traditional food without losing its authentic taste. The observation was conducted on May 8, 2025, where the business owner initially relied solely on WhatsApp for product marketing due to a previous negative experience with platforms like Facebook. The researcher then provided guidance and brief training on how to use Instagram as a marketing tool over a three-week period. The results indicated a significant increase in sales turnover following the use of Instagram for promotion. This study highlights the importance of education and mentoring for MSME players in adopting social media to enhance competitiveness and expand market reach. These findings are expected to serve as input for other MSMEs and relevant stakeholders in developing digital-based empowerment strategies.
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References
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