Digital Marketing Sebagai Strategi Dalam Penjualan Mie Aceh Mutiara

Abstract

With the emergence of the Covid-19 pandemic, significant losses have occurred, particularly for Micro, Small, and Medium Enterprises (MSMEs). Currently, based on data from the Ministry of Cooperatives and SMEs, only about eight million business operators, or 13% of the total MSMEs, are capable of leveraging information technology in their businesses. The objective of this research is to gain an understanding of the marketing strategies employed by the sales of Mie Aceh Mutiara and to identify the challenges that arise in implementing digital marketing. The research methodology adopts a qualitative approach through structured interviews, in-depth interviews, and observations of MSME operators. The research findings indicate that digital marketing is conducted through posting trade products and forming partnerships with Go-Food and Grab-Food to expand the digital marketing platform, providing convenience in the ordering and delivery of food. Common challenges faced in digital marketing activities involve unstable internet connections, delivery delays, and business-related issues due to a shortage of manpower caused by a surge in orders within a short period.