PENERAPAN DIGITAL MARKETING SEBAGAI STRATEGI PEMASARAN UMKM VCO STAR

Micro, Small, and Medium Enterprises (MSMEs) are not
only the main economic pillars in Indonesia but also play a
significant role in building and developing economic growth
in the country. One strategy that can be implemented to
advance MSMEs is through digital marketing. This research
aims to reveal the various digital marketing strategies
implemented by VCO Star MSMEs. The research method is
a descriptive qualitative approach, focusing on VCO Star in
Mantikulore District, Palu City. Research findings show that
VCO Star uses digital marketing by implementing several
strategies, such as posting products on social media such as
Facebook, Instagram ads, and WhatsApp statuses.
However, this research also reveals that VCO Star has not
used influencers as a digital marketing tool, causing a lack
of public trust in the product and its impact on sales and
reach of desired target consumers. Apart from that, VCO
Star business actors have yet to utilize popular marketplace
platforms such as Shopee, Tokopedia, and Lazada, which
can benefit from reaching a wider market