Analisis Strategi Digital Marketing terhadap Peningkatan Penjualan pada Usaha Cemilan Cemilin di Bekasi
Keywords:
Digital marketing, MSME, sales improvement, marketing strategy, snacksAbstract
This study aims to analyze the implementation of digital marketing strategies and their role in increasing sales at Cemilan Cemilin, a snack business located in Bekasi. This research employed a descriptive qualitative method with data collected through observation, interviews, documentation, and literature review. The research informants consisted of the business owner and consumers who had purchased Cemilan Cemilin products. The data were analyzed through the stages of data reduction, data presentation, and conclusion drawing. The results showed that the digital marketing strategies implemented by Cemilan Cemilin include the use of social media, WhatsApp Business, marketplaces, promotional content, customer testimonials, and active interaction with consumers. Digital media are utilized to introduce products, facilitate communication and ordering processes, and build consumer trust. Attractive promotional content and customer testimonials were found to increase consumers' purchase intentions. The implementation of these strategies contributed to sales growth, as indicated by an increase in the number of transactions and sales turnover, as well as the growth in new customers, the number of products sold, and repeat purchases. Based on the findings, it can be concluded that digital marketing plays an important role in supporting sales improvement at Cemilan Cemilin in Bekasi.
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Copyright (c) 2026 Demma Novella Melfani (Author); Bambang Santoso (Translator)
This work is licensed under a Creative Commons Attribution 4.0 International License.
