Strategi Digital Marketing Melalui Instagram Untuk Meningkatkan Penjualan Umkm Keripik Pisang Ibu Sumiati Pada Koperasi Syariah BMI

Abstract

The evolving digital market has presented new opportunities for businesses to promote their products more effectively. One prominent example is the utilization of digital marketing in promoting food products, such as the chips produced by "Ibu Sumiati". This research aims to explore the digital marketing strategies employed by "Kripik Ibu Sumiati" and their impact on product marketing. The research method used is qualitative descriptive analysis, gathering data through literature review and interviews with relevant parties, including the marketing team of "Kripik Ibu Sumiati". Findings indicate that "Kripik Ibu Sumiati" has successfully utilized various digital platforms such as social media Instagram campaigns to expand market reach and enhance brand awareness. Creative and diverse content strategies, including captivating product photos, tutorial videos on chip making, and customer testimonials, are key to attracting consumer attention and building online engagement. Furthermore, the use of digital analytics allows "Keripik Ibu Sumiati" to monitor the performance of their campaigns in real-time and make strategic adjustments according to market response. The findings of this research provide valuable insights for small and medium-sized food businesses to leverage the potential of digital marketing in increasing product visibility and sales. By understanding online consumer trends and preferences, and implementing appropriate digital marketing strategies, companies like "Kripik Ibu Sumiati" can continue to compete in an increasingly competitive market.