THE INFLUENCE OF DIGITAL MARKETING STRATEGY ON INCREASING SALES IN SMALL AND MEDIUM ENTERPRISES IN INDONESIA
Abstract
This literature research aims to examine the influence of digital marketing strategies on increasing sales in Small and Medium Enterprises (SMEs) in Indonesia. With the rapid growth of technology and the internet, digital marketing has become an essential tool for SMEs to compete and survive in the competitive global market. This research collects and analyzes data from various relevant studies, journals and articles, with a focus on strategies such as social media, email marketing, SEO and content marketing. The analysis results show that digital marketing has a significant impact on increasing SME sales. Effective use of social media, such as Facebook, Instagram, and Twitter, is proven to increase brand visibility and attract new consumers. SEO helps SMEs reach a wider target customer base through increasing search engine visibility, while email marketing is effective for retaining customers and building brand loyalty. Furthermore, quality content marketing also plays an important role in forming positive perceptions and increasing customer engagement. This study concludes that the integration of a comprehensive digital marketing strategy tailored to the specific characteristics of SMEs can optimize sales results and business growth. Thus, developing digital capacity is an important investment for SMEs in Indonesia to exploit the full potential of digital marketing.
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