Exploring Effective Target Market Strategies and Digital Marketing Tactics to Drive Sales for Mie Nyaman MSME via E-commerce in the Post-Pandemic Era

Abstract

This study aims to discover how the target market and digital marketing strategies increase sales to Mie Nyaman MSME through e-commerce in the post-pandemic period. This study applies a qualitative design, namely research focusing on the general principles that form the basis of manifesting a symptom of human life. In this study, the owner of Mie Nyaman MSME, Rizka Catur Angelina, is the key informant and the parties involved in the main activities (key activities) of Mie Nyaman MSME. Determination of informants, namely by using the snowball sampling method; (Sugiyono, 2014) describes snowball sampling as a method for selecting samples that are initially few in number, then increased. The results of this study where the segmentation of Mie Nyaman MSME Jember divides market segmentation based on the character and needs of consumers. In forming digital marketing strategies and introducing new products, promoting events, and promoting specific campaigns, Mie Nyaman MSME uses internet advertising services, namely Instagram. Along with the development of social networks in marketing activities, the e-commerce media used by Mie Nyaman MSME in marketing its products is Instagram. Usually, the owner promotes through advertising photos using descriptive words and detailed explanations for the promotional media. The contribution of this research is that it is hoped that the results of the research can provide understanding to sellers to be able to further optimize target market strategies and digital marketing to maximize sales.