Pemanfaatan Digital Marketing dalam Meningkatkan Penjualan UMKM di Desa Batuyang Kecamatan Pringgabaya Kabupaten Lombok Timur

Abstract

                This study aims to understand how to use digital marketing to increase sales for micro, small, and medium enterprises (MSMEs) in Batuyang Village, Pringgabaya District, East Lombok Regency. This research was conducted because the development of digital technology has encouraged MSMEs to use digital media as a promotional tool to become more competitive and increase their product sales. However, many MSMEs still experience difficulties in using digital marketing due to a lack of digital media management skills and a lack of adequate training and guidance from the village government. The research method used was qualitative research with a descriptive approach. Data collection techniques included observation, direct questioning, and recording various related documents. Data analysis was carried out using steps such as data reduction, data presentation, and data checking and verification. Based on the research results, it is clear that MSMEs in Batuyang Village use various digital media platforms, such as WhatsApp, Facebook, Instagram, and TikTok, to market their products. They utilize digital marketing through uploading product photos and videos, providing pricing information, conducting sales promotions, and communicating directly with customers. Research shows that digital marketing can expand marketing reach, facilitate the dissemination of product information, increase consumer interest in purchasing, and positively impact sales growth for small and medium enterprises (SMEs). However, the Batuyang village government's role in supporting digital marketing needs improvement by providing training, assistance, and development programs for digitally-enabled SMEs. The findings of this study indicate that digital marketing is an effective way to support the growth and increase sales of SMEs in Batuyang Village.