Digital Marketing Strategy Analysis in MSMEs: Case Study of El Shop in Tanjung Priok

Yudisena Yudisena, Rangga Dalu Aji Toana, Adjie Sapta, Noviandari Sari Utami, Charles Magwari Omboto

Abstract


There are many types of marketing activities, one of which is digital marketing. One of the MSMEs that implement digital marketing in selling their products is an MSME in the form of a Coffee Shop or Café. The study aims to determine the constraints of strategy in digital marketing. The research approach used in this study is Qualitative. The study results show that Kedai El has great potential to grow and develop through digital marketing. By implementing the right and consistent strategy, Kedai El has the potential to become one of the most famous coffee shops in Jakarta and become a reference for Indonesian coffee lovers. Although Kedai El has great potential, it may face obstacles in implementing digital marketing strategies, especially in the Tanjung Priok area of Jakarta where competition is quite large particularly for pain advertising.  


Keywords


Digital Marketing, MSMEs, Customer Engagement, Content Marketing, Competitive Advantage,

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DOI: https://doi.org/10.31334/ijsscs.v1i1.4489

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