Effectiveness Of Marketing Strategies In Micro, Small And Medium Enterprises (Msmes) Hidden Peanuts In Facing The Digital Era

Abstract

Background, this study is based on the increasingly fierce business competition in the digital era, which requires Micro, Small, and Medium Enterprises (SMEs) to adapt, especially in the aspect of digital marketing. Objective: This research aims to analyze the marketing strategies applied by Kacang Hidden SME in facing the digital era and to measure their effectiveness. Sample/research. The subjects of this study were the owner of the Kacang Hide Waruruma SME and the product's consumers. Method, The research method used is descriptive qualitative. Data was collected through interviews, observation, and documentation. Data analysis was carried out using data reduction, data display, and conclusion drawing techniques. Results, the marketing strategies implemented include the use of social media for promotion, maintaining product quality, setting affordable prices, and providing good service. These strategies have proven effective in increasing consumer satisfaction, expanding market reach, and strengthening the product's position in the local market. The effectiveness of the digital marketing strategy is measured by an increase in sales beyond the target (109% = highly effective), the ability to attract new customers with an effectiveness of 84% (effective category), and a customer satisfaction level of 100%. Conclusion: The digital-based marketing strategies implemented by the Kacang Hidden SME are not only relevant to technological developments and changing consumption patterns but are also proven to be highly effective in increasing sales, customer satisfaction, and business competitiveness. The practical implication is that SMEs need to continue innovating in the use of digital platforms to ensure business sustainability.