Pengaruh Digital Marketing Terhadap Peningkatan Penjualan UMKM

Abstract

The era of economic globalization, coupled with rapid technological advancements, has created a highly competitive environment among businesses, driving rapid changes in the global economy. MSMEs are one of the business sectors capable of operating in various fields. Various factors can influence sales volume increases, including promotions, advertising, product quality, pricing, and so on. However, in 2020, MSMEs experienced a decline in revenue in both sales and services due to the COVID-19 pandemic. This prompted researchers to further examine this issue. This study used a descriptive qualitative method. Data collection was conducted through observation, semi-structured interviews, and documentation. Analysis was conducted using the Miles and Huberman model, namely data reduction, data presentation, drawing conclusions, and verification. The results showed that digital marketing significantly influences MSME sales volume, with the digital marketing used being social media.