Efisiensi Digital Marketing Dalam Meningkatkan Penjualan Produksi Home Industry Malessa Fashion Dan Craft Di Kota Surakarta

Oktavia, Erlin and , Dr. Didit Purnomo, S.E., M.Si (2025) Efisiensi Digital Marketing Dalam Meningkatkan Penjualan Produksi Home Industry Malessa Fashion Dan Craft Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to analyze the efficiency of digital marketing in increasing sales in the home industry of Malessa Fashion and Craft in Surakarta City. The research uses qualitative methods with data collection through interviews, observations, and direct experiences during the Merdeka Entrepreneur Internship program. The research results show that the implementation of digital marketing strategies through WhatsApp Business, Instagram, and Facebook platforms significantly increases sales. Special features such as business profiles, automated messages, feeds, stories, and direct interactions with customers have proven effective in expanding market reach, increasing audience engagement, and building customer trust. However, increasing audience engagement on Instagram still faces challenges due to the platform's algorithm and the quality of the uploaded content. Overall, digital marketing has become an effective solution for home-based industries to face increasingly tight and dynamic market competition.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Home Industry, Sales, Marketing Strategy, and Digital Marketing.
Subjects:	H Social Sciences > HC Economic Development H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Market Place/Business Online H Social Sciences > HD Management, Business and Labor > Management > Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Ekonomi Pembangunan
Depositing User:	ERLIN OKTAVIA
Date Deposited:	08 Jul 2025 04:53
Last Modified:	08 Jul 2025 04:53
URI:	http://eprints.ums.ac.id/id/eprint/135511

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