Analysis of Digital Marketing Strategy in Increasing Sales at Murai Coffee Gunungsitoli
Main Article Content
Soterman Fotendo Kristian Mendrofa
Maria Magdalena Bate’e
Idarni Harefa
Heniwati Gulo
This research is motivated by the phenomenon of suboptimal digital marketing strategies implemented by Murai Coffee Gunungsitoli, which have resulted in decreased visibility and sales. The research objective is to analyze the implemented strategies, identify challenges, and formulate optimal strategies to increase sales. The approach used is qualitative with interview, observation, and documentation techniques, as well as descriptive data analysis. The results show that previous digital marketing strategies have contributed to increased visibility, but have not been managed consistently and creatively. Challenges faced include limited resources, content planning, and audience interaction. Research recommendations include content consistency and innovation, optimization of social media features, and regular evaluation of digital campaigns to encourage buying interest and sustainable sales
Aditya, R., & Rusdianto, RY (2023). Implementation of Digital Marketing as a Marketing Strategy for MSMEs: A Case Study of Batik Tedjo. Indonesian Journal of Community Service and Devotion (JPPMI), 2(1), 96–102.
Alaslan, A. (2021). Qualitative Research Methods. In S. Nurachma (Ed.), PT RAJAGRAFINDO PERSADA (Vol. 1, Issue 1).
Aryanti, SP, & Ali, H. (2025). The Influence of Marketing Strategy, Product Innovation, and Employee Training on Customer Satisfaction. 3(1), 1–10.
Cindy, Rahayu, NPW, & Alam, IA (2025). THE EFFECT OF MARKETING MIX, DIGITAL MARKETING AND DIRECT SELLING IN THE fadliJAYA FURNITURE STORE ON PURCHASE DECISIONS. Scientific Journal of Management, Economics, & Accounting (MEA), 9(1), 123–144.
Fadhilah, DA, & Pratiwi, T. (2021). Marketing Strategy for MSME Products Through the Implementation of Digital Marketing. Coopetition: Scientific Journal of Management, 12(1), 17–22.
Fadli, Z., Sudirjo, F., Rahmat, Santosa, AD, Pasaribu, JS, Octaviani, DW, Yudha, HS, Fauzan, R., Triwijayati, A., Rukmana, AY, Herdiansyah, D., & Fitriana. (2023). Digital Marketing Management. In Muttaqin (Ed.), PT GLOBAL EKSEKUTIF TEKNOLOGI (Issue 15018). PT GLOBAL EKSEKUTIF TEKNOLOGI.
Ghifari, LF El, & Supendi, M. (2024). Implementation of Digital Marketing Strategy in Waken Café Micro, Small, and Medium Enterprises (MSMEs). Niara Journal, 16(3), 504–512.
H Nurul, l ZM, Farah, NT, Amiwantoro, S., Nikmah, F., N Rusdi, H., & Ikaningtyas, M. (2024). IMPLEMENTATION OF DIGITAL MARKETING STRATEGY IN BUSINESS DEVELOPMENT IN THE DIGITALIZATION ERA. JOURNAL OF ACADEMIC MEDIA (JMA), 2(4).
Jatmiko, NS (2022). Ideal Marketing Strategy in the Digital Era to Increase Sales of MSME Products. PLAKAT: Journal of Community Service, 4(2), 253–266.
Masdaini, E., & Hemayani, AD (2022). Analysis of Purchasing Decisions of Nilang Coffee Shop Consumers. Journal of Applied Economics, Management and Business, 2(1), 20–28.
Mendrofa, FMK, Mendrofa, Y., Laia, O., & Telaumbanua, E. (2023). Analysis of the Implementation of the 7P Marketing Mix Strategy in Increasing Eyeglass Sales Volume at Asean Optics in Gunungsitoli City. Innovative: Journal Of , 3(6), 32–39.
Mukhlis, IR, Ratnawati, Oktaviani, D., Solihin, DA, Agustiani, IN, Akrom, NK, Mardiana, S., & Riana, N. (2023). Digital marketing strategy. In Digital Marketing Strategy (Issue October). Iqbal Ramadhani Mukhlis on.
Musyawarah, IY, & Idayanti, D. (2023). Marketing Strategy Analysis to Increase Sales at Ibu Masudah's Porridge Business. Forecasting: Scientific Journal of Management Science, 5(1), 29–40.
Priyanto, M., & Sudrartono, T. (2021). The Influence of Price on Repurchase Decisions of Clothing Accessories at Mingka Store, Bandung. Value Scientific Journal of Financial Accounting and Business, 2(1), 57–66.
Purbaya, GR, & Rohma, M. (2022). The Influence of Service, Price, and Marketing Methods on Sales of the Rejeki Kediri Gold Shop. JUMBA: Journal of Management, Business, and Accounting, 2(1), 89–102.
Rauf, A., S Tovtora, FDD, & Sopiyan, A. (2024). The Influence of Digital Marketing and Green Promotion on the Decision to Purchase Toyota Raize. Digital Business Journal (DIGIBIS, 2(2), 98–111.
Samsu. (2017). Research Methods: Theory and Application of Qualitative, Quantitative, and Mixed Method Research and Research and Development. In MP. Dr. Rusmini, S.Ag. (Ed.), Center for the Study of Religion and Society (PUSAKA).
Seran, RB, Sundari, E., & Fadhila, M. (2023). Unique Marketing Strategy: Optimizing Creativity in Attracting Consumer Attention. Mirai Management Journal, 8(1), 206–211.
Shoimah, I. (2025). Marketing Strategy for Mudharabah Savings Products (Tabah) at KSPPS BMT NU Banyuputih Situbondo. Mazinda Journal of Accounting, Finance, and Business, 03(01), 23–31.
Sijabat, R., Syamsuri, Pratiwi, R., Amruddin, Hasan, Chadiq, U., Irhamni, MR, Hartarti, A., Wardahana, A., Sudirman, A., Faizal, M., & Haryono, A. tri. (2022). Digital marketing strategy. Aditya Wardhana on.
Sitanggang, AS, Nazhif, DN, Razi, MHA, & Buaton, MAF (2024). Effectiveness of Digital Marketing Strategy on Social Media: Case Study of Facebook, Instagram, and TikTok Generation Z. MASMAN Master of Management, 2(3).
Sono, MG, Erwin, E., & Muhtadi, MA (2023). Digital Marketing Strategies to Drive Entrepreneurial Success in the Digital Era. West Science Journal of Economics and Entrepreneurship, 1(04), 312–324.
Soviyant, E., & Khairani, Z. (2024). MARKETING MANAGEMENT (Z. Khairani (ed.)). LPPM Unilak.
Sugiyono. (2022). Sugiyono 2022.Pdf.
Supriyanto, & Isbandiyah. (2023). Implications of Educational Research Results for Educational Theory and Practice. GENTA MULIA: Scientific Journal of Education, 14(1), 1–14.
Syakur, A., & Alijoyo, FA (2024). The Influence of Digital Marketing Strategy, Product Innovation, and Business Capital on MSME Income. SWABUMI JOURNAL, 5(2), 54–60.
Wilaga, BA, Qomariah, N., & Nursaid. (2025). Nurul Qomariah 2012. Journal of Student Entrepreneurs (JME), 4(2), 252–260.
Yuliana, & Ardansyah. (2022). Marketing Strategy Analysis to Increase Beverage Sales at Square Coffee Shops in Bandar Lampung City. SINOMIKA Journal: Scientific Publication in Economics and Accounting, 1(3), 309–320.
Zebua, DPF, Gea, NE, & Mendrofa, RN (2022). Marketing Strategy Analysis in Increasing Product Sales in Cv. Bintang Keramik Gunungsitoli. EMBA Journal, 10(4), 1299–1307.
