DIGITAL MARKETING STRATEGY PLANNING TO IMPROVE SALES OF ANJALI DONUT UMKM IN TASIKMALAYA USING THE MARKETING MIX METHOD

Abstract

Currently, marketing can not only be done conventionally, but can be done in a more sophisticated way, namely digitally using the internet. This research aims to design an effective digital marketing strategy to increase sales of Donat Anjali, an MSME located in Arjamukti Housing, Singaparna, Tasikmalaya. Using the marketing mix (4P) approach, product, price, place, and promotion, this research analyzes marketing elements that can be optimized through social media, such as Instagram or Facebook, as well as online delivery services such as Gojek, GrabFood and ShopeeFood and other online delivery services. A qualitative approach was used in this research, with data collection methods in the form of interviews, field observations, and documentation studies. The results of the analysis show that Anjali Donuts has a great opportunity to increase sales by diversifying products, strengthening brand identity, implementing competitive pricing strategies, and optimizing distribution through digital platforms. Utilizing social media as a promotional tool can also increase product visibility and reach more consumers. This research provides relevant strategic recommendations for MSME players to compete in the digital era by utilizing information technology to the fullest.