Digital Marketing Strategy towards Consumer Buying Interest: Case Study on Pure Light Trusmi Batik

Abstract

Marketing strategy is one way to win sustainable competitive advantage, whether for companies that produce goods or services. The company determines which consumers it will choose to serve, groups markets and determines distribution and promotional activities. In the current era of rapidly developing science and technology, marketing techniques are needed that are able to keep up with the times. A good marketing strategy is really needed by Micro, Small and Medium Enterprises (MSMEs). MSMEs have a very strategic role in national economic development because they have proven to be able to survive in all conditions, both during monetary crises and pandemics. The rapid development of information technology has an impact on society in supporting various business activities, both large and small, so that they can be recognized globally. The most obvious impact is that apart from being known, it can also increase sales volume and profits. Digital Marketing is a marketing medium that has a huge influence. By using digital marketing, in this case social media, written batik craftsmen from Gamel Trusmi Cirebon market the products of their home industry in the form of handicrafts from plain sheets of cloth painted manually with unique batik motifs. Initially this activity was only used to fill free time, but now it has become the main activity to increase economic turnover in the household. In the past, sales activities for this industrial product were conventional and traditional, they made products only based on orders. However, after getting to know about social media, some Gamel Trusmi residents have started to receive lots of orders, so the sales volume has increased rapidly compared to when selling using the old method. Digital marketing is seen as the best media as the most effective and efficient means of promotion and is able to increase sales volume significantly.