Analisis Penerapan Digital Marketing sebagai Strategi Pemasaran pada UMKM Fashion Muslim (Studi Dhey Hijab Sukabumi)

Abstract

The development of information technology has changed the scope of the world, both in communication and marketing from traditional to digital. This study aims to examine how digital marketing is applied as a marketing strategy in Muslim fashion MSMEs, with a case study of Dhey Hijab in Sukabumi. This study uses a qualitative descriptive method, with data collection techniques through in-depth interviews with business owners. The main focus of this study is to examine how digital marketing strategies are applied within the framework of the 4P marketing mix (Product, Price, Place, and Promotion). The results of the study show that digital marketing plays a significant role in increasing sales and customer loyalty, with WhatsApp Business and Instagram as the most effective platforms for distribution and promotion. Diverse and innovative product strategies, a pricing system adjusted to quality, expanding distribution through the opening of offline stores, and interactive promotions are the main strengths in attracting market interest. This study also provides recommendations for 4P-based digital marketing strategies that can be applied by similar MSMEs to achieve more optimal business growth