DIGITAL MARKETING STRATEGY IN INCREASING BEEF SALES CASE STUDY IN TRADITIONAL MARKET PASARBARU KUNINGAN

Abstract

This study aims to analyze the effectiveness of digital marketing strategies (X1) in increasing beef sales (Y) in traditional markets, focusing on Pasarbaru Kuningan. Digital transformation is increasingly penetrating the small business sector, including traditional markets, which previously relied on conventional marketing. This study uses a mixed method, involving in-depth interviews with beef traders, customer surveys, and analysis of sales data before and after the implementation of digital strategies.

The results of the study showed that the implementation of social media (X2) as a marketing channel, such as WhatsApp, Facebook, and Instagram, managed to increase sales by 28% in the first four months. In addition, collaboration with online delivery platforms and promotions through creative content (X3), such as recipe videos and special discounts for online purchases, managed to attract new customers, especially among young people. However, this study also found challenges in the form of limited digital literacy among traders and access to technology for some consumers.

The conclusion of this study is that the implementation of digital marketing strategies (X1) involving social media (X2) and creative collaboration with digital platforms (X3) can be an effective solution for beef traders in traditional markets to increase competitiveness, reach a wider market, and maintain business sustainability in the digital era. This study recommends digital literacy training for traders and the development of sustainable digital marketing programs to support the transformation of traditional markets in Indonesia.