Digital Marketing Analysis on UMKM Snacks

Abstract

This study aims to analyze the application of digital marketing in micro, small, and medium enterprises (MSMEs) within the snack food sector, and its impact on business performance. Using a qualitative method with in-depth interviews, observations, and documentation study, this research explores the digital marketing strategies implemented by five MSME snack business owners, along with the challenges and outcomes they experienced. The results show that most MSME snack businesses have utilized digital platforms, particularly social media like Instagram and Facebook, as well as e-commerce platforms like Tokopedia and Shopee, to promote their products. Strategies include the use of engaging visual content, discounts, and partnerships with micro-influencers. Despite challenges such as limited knowledge, budget, and time, the impact of digital marketing has proven significant, especially in increasing product visibility, sales, and customer loyalty. Therefore, digital marketing offers great potential for MSMEs to expand their market reach and enhance business performance. The study also recommends improving digital literacy and leveraging advanced marketing features to maximize the potential of digital marketing for MSMEs.