PEMANFAATAN DIGITAL MARKETING DALAM MENINGKATKAN PENJUALAN PELAKU USAHA MAKANAN RINGAN GIPANG LESTARI DI KECAMATAN CITANGKIL CILEGON

Abstract

The presence of social media has now become a trend in marketing communications. Social media is an online media, with its users can easily participate, share, and provide information including blogs, social networks, wikis, and forums. Blogs, social networks, and wikis are the most common forms of social media used by people around the world. Social media is not only used to communicate with each other, but in its development social media is used in product marketing. Product marketing using social media is able to help marketers reach a wider target market, thereby increasing product sales. This research is entitled the use of digital marketing in increasing the sales of Gipang Lestari snack business actors in Cilegon Cilegon District. The purpose of this study is to analyze how the form of digital marketing utilization for Gipang snack business actors in Cilegon City and what obstacles are faced by Gipang snack business actors in Cilegon City in utilizing digital marketing as a promotional medium to increase sales of Gipang Lestari products to consumers. . This study uses qualitative methods and the data sources used are primary and secondary data from in-depth interviews, literature studies and documentation. The data will be analyzed by descriptive analysis method. The theoretical basis used is The 4Cs Approach. Based on the data analysis carried out, it was concluded that the Gipang Lestari snack business actor used social media through WhatsApp and Facebook stories in promoting their products to consumers in order to increase sales of Gipang Lestari products on social media. According to the Gipang Lestari snack business, whatsapp is considered the easiest medium, but its reach is quite wide when used to promote Gipang Lestari snack products to consumers. One of the ways that the Gipang Lestari snack business actors do is to create a whatsapp story that contains the promotion of Gipang Lestari. Usually, Gipang Lestari snack business actors make a promotional message as follows: Gipang is ready.

Keywords: Digital marketing, marketing 4C, Gipang