APPLICATION OF DIGITAL MARKETING TO INCREASE HOME INDUSTRY SALES TROPICAL SHOP

Abstract

This research is the result of descriptive qualitative research which aims to answer the marketing communication strategy through digital marketing in the Kedai Tropical home industry, in carrying out marketing, promotions and communications carried out through digital media, to attract the interest of consumers who actively use digital media. The approach method is purposive sampling in determining informants in this research. Data collection was carried out by interviews, observation, documentation and literature study. The communication strategy through digital marketing carried out by the tropical shop home industry is to promote products and introduce jelly drinks. The effectiveness of use can be seen from several forms of benefits generated by using digital marketing media, including ease of introduction, ease of sales and communication. From the research results, it is hoped that tropical shops in terms of digital marketing will not only focus on Instagram, WhatsApp, TikTok, Maxim and Grabfood, it would be good if they were able to collaborate on the social media used with other applications such as websites, blogs, shops and others.