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All Journal Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan
Nurhaerah
Universitas Sulbar Manarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Menganalisis Digital Marketing Sebagai Alat Strategi Pemasaran UMKM di Era Revolusi Digital Jumaati; Nurhaerah; Muh Taftazani JR
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 7 No. 2 (2026): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v7i2.19605

Abstract

This study aims to analyze the implementation of digital marketing as a strategic tool in the digital revolution era. The research was conducted at the Arsyla Collection shop, located on Jalan Andi Makkasau, Mamuju Regency. A qualitative descriptive method—specifically a naturalistic inquiry approach—was employed, utilizing a series of interviews and observations; the informants included the shop owner (owner of Arsyla Collection) and an administrative/editing assistant. The findings indicate that the digital marketing revolution offers significant benefits for MSMEs, as digital marketing entails relatively low costs and enables a wider market reach without requiring extensive time for in-person (offline) promotions. Furthermore, adopting a digital marketing strategy centered on content creation effectively attracts potential customers, increases brand awareness, builds audience trust and loyalty, engages emotions, expands audience reach, and boosts sales in a precise and effective manner.
Co-Authors Jumaati Muh Taftazani JR