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All Journal Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS
Nurdima, Fildzah
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Economics, Econometrics & Finance

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Digital Marketing Implementation in the Handicraft Industry Azizah, Adelia Rizki Nur; Aisyah, Aisyah; Nurdima, Fildzah; Febrianti, Nurlia; Prasetyo, Johan Hendri
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 7 No 1a (2025): Jurnal Kewirausahaan, Akuntansi, dan Manajemen (Special Issue)
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v7i1a.545

Abstract

The advancement of digital technology encourages entrepreneurs, including MSMEs in the handicraft sector, to adapt through relevant and effective marketing strategies. This study examines the implementation of digital marketing at Arna Decor, a student-run business specializing in MDF wood-based home decoration. The background of this research is based on the limited utilization of digital media by business owners, such as inconsistency in visual content on social media and the suboptimal use of digital promotion features. This study aims to evaluate the digital marketing strategies implemented and their impact on brand awareness and sales performance. A descriptive qualitative method with a case study approach was used. Data were collected through direct observation, documentation of social media and marketplace insights, and relevant literature studies. The strategies implemented include visual storytelling on social media (Instagram and TikTok), optimization of paid advertising on marketplaces (Shopee, Tokopedia, TikTok Shop), and promotional expansion through affiliate programs. The results show significant improvements: Instagram profile visits increased by 155.6%, TikTok content views grew, and sales on marketplaces rose consistently. The effectiveness of these strategies is reflected in the ROAS ratio of 4.77 on Shopee Ads and an ROI of 43.7 in Shopee's affiliate program. Positive customer reviews further reinforced trust in the brand. It can be concluded that structured and consistent digital marketing implementation can enhance visibility, market reach, and brand image in the handicraft industry.
Improving the Performance of Digital Marketing in the Handicraft Industry Through the Implementation of Digital Marketing Strategies Nurdima, Fildzah; Prasetyo, Johan Hendri
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 8 No 1 (2026): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis (JKAMTB)
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v8i1.743

Abstract

The development of digital technology has driven significant changes in marketing activities, especially for Micro, Small, and Medium Enterprises (MSMEs) in the creative industry sector. Although digital opportunities are expanding, many handicraft businesses have not optimized their digital marketing strategies effectively, resulting in low brand awareness and sales performance. This study aims to analyze the implementation of digital marketing strategies in improving marketing performance and brand awareness at Arna Decor, a wood MDF wall decoration business. The method used is a qualitative descriptive approach with a case study. Data was collected through direct observation of digital marketing activities on Instagram, TikTok, Shopee, Tokopedia, and TikTok Shop, documentation of social media insights and sales reports, literature studies, and supporting quantitative analysis using ROAS and ROI indicators. The results of the study show a significant increase after the optimization of digital marketing strategies. Instagram profile activity increased by 155.6% in three months, while TikTok content views increased by 11.3% in 60 days. Shopee ad performance improved with an ROAS of 4.77, where advertising costs of IDR 3,600,000 generated sales of IDR 17,200,000 with a total of 497 products sold. Advertisements on Tokopedia and TikTok Shop recorded an ROI of 1.87. The affiliate program also made a positive contribution with sales of IDR 2,500,000 on Shopee and IDR 961,700 on TikTok Shop. Thus, the implementation of structured, consistent, and data-driven digital marketing has proven effective in increasing brand awareness, engagement, and sales revenue for Arna Decor, while also strengthening the competitiveness of SMEs in the handicraft industry
Co-Authors Aisyah Aisyah Azizah, Adelia Rizki Nur Febrianti, Nurlia Prasetyo, Johan Hendri