Analisis Strategi Digital Marketing dalam Meningkatkan Penjualan Produk Kecantikan pada UMKM

Abstract

This study aims to examine the effect of digital-based marketing strategies on the sales level of beauty products at Doxa Store in Ambon City. The research employs a qualitative descriptive field research approach. The sample consists of ten informants, including the store owner, Doxa Store employees, and selected customers who were considered relevant for providing in-depth information. Data were collected through interviews, observation, and documentation. Qualitative data analysis was conducted by organizing and interpreting information obtained from in-depth interviews and field observations. The findings indicate that the digital marketing strategies implemented by Doxa Store, particularly through TikTok and Instagram, have been effective in building brand awareness, attracting new customers, and increasing sales. Furthermore, the study reveals that the integration of the 5P marketing mix (Product, Price, Place, Promotion, and People) within a digital marketing framework can be optimized through adaptive social media utilization, strategic collaboration with local influencers, and a strong focus on customer service.