Pengaruh Digital Marketing terhadap Kinerja Penjualan UMKM di Desa Kempek Kabupaten Cirebon

Abstract

This study examines the role of digital marketing in improving the sales performance of micro, small, 
and medium enterprises (MSMEs) in Kempek Village, Gempol District, Cirebon Regency. The 
existence of Khas Kempek Islamic Boarding School creates a large and stable market for local MSMEs, 
particularly those serving the daily needs of students and the surrounding community. However, many 
MSME actors still rely on traditional marketing methods and have not optimally utilized digital 
platforms. This research employs a descriptive qualitative approach by combining literature review, 
field observations, and semi-structured interviews with local MSME actors, including food vendors, 
transportation service providers, and members of the boarding school community. The findings indicate 
that the use of digital marketing tools such as WhatsApp Business, WhatsApp Stories, and Instagram 
contributes positively to expanding market reach, increasing customer interaction, improving service 
efficiency, and enhancing sales performance. Even simple forms of digital marketing have proven 
effective in increasing orders and strengthening customer loyalty. The study concludes that digital 
marketing plays a significant role in empowering MSMEs in Kempek Village and is highly relevant for 
supporting sustainable local economic development, particularly in community-based and Islamic 
boarding school environments. Nevertheless, continuous digital literacy training and assistance are 
needed to optimize its implementation among MSME actors