Digital Marketing Sebagai Strategi Pemasaran UMKM Cireng di Kalangan Masyarakat

Abstract

This study analyzes the implementation of digital marketing strategies in MSMEs cireng to reach the student market. Using a qualitative approach with a case study, this study examines the digital marketing strategies implemented, including the platforms used, the content presented, and interactions with consumers. Data were collected through observation, interviews with MSME owners and students, and document analysis. The results of the study show the utilization of digital platforms such as Instagram and WhatsApp, but there is still potential for improvement in terms of content management, consumer interaction, and utilization of other digital features. This study recommends more integrated and effective strategies, such as visual content optimization, influencer marketing, and customer relationship management (CRM) to increase brand awareness and sales. This study contributes to the understanding of targeted digital marketing strategies for culinary MSMEs in reaching the student market segment.