Digitalization of MSME marketing strategies in increasing sales of BlewUp brand bag products in e-commerce

Abstract

This study aims to analyze the digital marketing strategies used by BlewUp, a micro, small, and medium enterprise (MSME), on e-commerce platforms to boost sales of its bag products. A qualitative, case study approach was employed, gathering data through interviews, observations, and documentation. The study’s participants included BlewUp’s owners and marketing staff. Findings indicate that BlewUp employs various digital marketing strategies, including content optimization, promotions, and digital consumer services. However, these strategies remain suboptimal in areas like SEO, content variety, promotion frequency, and consumer review management. Additionally, BlewUp faces challenges with limited human resources and capital constraints. To improve its strategy and achieve sustainable sales growth, it is recommended that BlewUp invest in developing human resource capabilities, expanding digital marketing knowledge, adopting the latest technologies, and enhancing consumer data analysis.