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Echa Avisyah
Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi
Economics, Econometrics & Finance Education

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Analisis Strategi Digital Marketing dalam Meningkatkan Penjualan pada Usaha Randang Paku Ikan Rangkito di Kabupaten Dharmasraya Echa Avisyah; Khadijah Nurani
Muamalah Insights : Journal of Islamic Entrepreneurship and Management Vol. 1 No. 4 (2026): Desember : 2026
Publisher : Muamalah Insights : Journal of Islamic Entrepreneurship and Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/muamalahinsights.v1i4.564

Abstract

 This study is motivated by the fluctuating sales of Usaha Randang Paku Ikan RangKito in Dharmasraya Regency. Although the product has strong potential, an appropriate digital marketing strategy is still needed. The main problems in this study are fluctuating sales, strong product potential, the need for an effective marketing strategy, and the suboptimal implementation of digital marketing. The objective of this research is to identify digital marketing strategies to increase sales at Usaha Randang Paku Ikan RangKito.This research employs a qualitative descriptive approach with data collection methods consisting of observation, interviews, and documentation. The results indicate that Usaha Randang Paku Ikan RangKito has implemented digital marketing strategies through social media and content marketing. Social media is used as a promotional medium as well as a communication channel between the business and consumers, while content marketing is carried out through the publication of content. However, the implementation of these strategies has not been fully optimal due to several constraints, such as a lack of consistency in content creation, slow responses to consumers, and limited skills in social media management. Nevertheless, the digital marketing strategies that have been implemented are considered helpful in increasing consumer awareness of the product.
Co-Authors Khadijah Nurani