ANALYSIS OF THE IMPLEMENTATION OF DIGITAL MARKETING IN INCREASING SALES OF FASHION PRODUCTS AT OPAL SHOP MAGETAN REGENCY

Abstract

Digital marketing is a very important part for business people today. One of them is the fashion productu business actor Opal Shop Magetan Regency who needs digital marketing to promote their products in order to increase sales. Especially in the digital era like now where there are more and more competitors in the fashion industry, so business people must be able to have innovation in order to be able to compete and their business continues to stand. The purpose of this study is to find out about the implementation of digital marketing in Opal Shop Magetan Regency in increasing sales of fashion products and the strategies used to be able to influence customer buying interest. The method used in this study is a qualitative approach method with the research object Opal Shop Magetan Regency. The research technique used is an observation technique that involves researchers to go directly to the field and observe the source of the research object directly. The data obtained from this study are primary data.The results of this study indicate that using digital marketing as a medium to market fashion products at Opal Shop Magetan Regency can increase sales. Fashion products at Opal Shop are also increasingly known by many customers from various cities to outside the province. This increase in sales is not only online, but also offline because many customers come to the store. This is because they know the fashion products available at Opal Shop from various media used in promoting products. The media used by Opal Shop in implementing digital marketing are social media such as Instagram, TikTok, Facebook and Whatsapp Business. In addition, Opal Shop also uses a market place to make it easier for customers to purchase fashion products, such as Shopee and TikTok Shop