ANALISIS STRATEGI DIGITAL MARKETING TERHADAP PENINGKATAN PENJUALAN UMKM KULINER DI PASAR MINI DATAH MANUAH KOTA PALANGKA RAYA: Analysis Of Digital Marketing Strategies Towards Increasing Culinary Umkm Sales In Datah Manuah Mini Market, Palangka Raya City

Annisa Dewita Putri R. (Universitas Palangka Raya)
Liling Lenlioni (Universitas Palangka Raya)
Grace Evelina Buji (Universitas Palangka Raya)

Ganec Swara
Vol. 19 No. 3 (2025): September 2025

This study employed qualitative research with a descriptive approach. It was conducted at the Datah Manuah Mini Market Culinary MSME in Palangka Raya City. This study analyzed the increase in culinary MSME sales through the use of digital marketing. Digital marketing is a marketing strategy that utilizes digital media and the internet to promote products or services. The results indicate that the use of social media in digital marketing strategies, particularly through Instagram and TikTok, is in line with the increase in culinary MSME sales at the research location. Some businesses have even achieved viral popularity as a result of their promotional strategies. The increase in daily sales is strongly indicated to be influenced by the quality of engaging video promotional content and consistent daily upload frequency. It is hoped that this research can be further investigated.