STRATEGI PEMASARAN DIGITAL DALAM MENINGKATKAN PENJUALAN UMKM DI KOTA SURABAYA

Abstract

The development of digital technology has driven changes in marketing strategies for Micro, Small, and Medium Enterprises (MSMEs), including those in Surabaya City. This condition requires MSMEs to adapt in order to improve sales performance and business competitiveness. This study aims to discuss digital marketing strategies that can be applied by MSMEs to increase sales. The research adopts a descriptive qualitative approach using secondary data. Data were collected through documentation studies sourced from scientific journals, marketing textbooks, and official government reports. Data were analyzed descriptively by reviewing and synthesizing relevant concepts, theories, and findings from previous studies. The results indicate that the integrated use of social media, marketplaces, and digital content can enhance product visibility, expand market reach, and strengthen relationships between MSME actors and consumers. This study concludes that digital marketing is a key strategy for improving sales and ensuring the sustainability of MSMEs. Future research is recommended to use primary data.