THE BENEFITS OF DIGITAL MARKETING STRATEGY WHICH APPLIED TO MSMEs USING GROUNDED THEORY APPROACH

Abstrak

The focus of this study is on digital marketing inventions in MSMEs. The goal is to find out the benefits of implementing digital marketing strategies in MSMEs. This study uses several case studies; the main focus is not on generalizations but on gaining in-depth knowledge of certain phenomena related to building a digital marketing strategy. This is used as a solution for MSME marketing, which in fact is far behind big companies. Digitalization will add to the challenges while providing convenience for MSMEs. Data obtained through semi-structured interviews to collect information related to MSME digital marketing activities, use of digital channels, and experiences in adopting digital media. The research object was selected based on purposive sampling technique. The analytical methods used in this study are the two main approaches to text analysis in interviews, namely the grounded theory approach. The results of this study are in the form of a digital marketing strategy where sellers do not have to bring products or product samples to consumers, but simply upload product images on social media or in the marketplace. Consumers only need to be directed to see product catalogs on social media or marketplaces. Utilization of social media or marketplaces, whose use is commonly referred to as digital marketing, makes it very easy for customers. Meanwhile, this strategy can be implemented and used by anyone with an internet connection by uploading digital information to be marketed. The coding scheme consists of 24 coding schemes, 4 categories, and 4 themes with a total score of 48. Where the theme of the ease of operation and the economical category then efficiently occupies the highest score. Economy or thrift means how to use things carefully and wisely in order to get the best results. Efficiency means acting in a way that minimizes loss or wastage of resources in carrying out or producing something.