Is It True That Online Marketing Increases Nut Gajih Sales Tokokami789

This study aims to analyze the role of online marketing through marketplaces in increasing the sales of Tokokami789, an MSME operating in the snack food sector, particularly kacang gajih products. The study used a descriptive, qualitative methodology. In-depth conversations with Tokokami789's owner and administrator were used to gather data, supporting informants from the Department of Cooperatives and MSMEs, similar snack food MSMEs, and marketing experts, supported by observations and documentation in the form of customer reviews on marketplace platforms.
The findings show that Tokokami789 may boost product visibility, broaden its market reach, and boost sales by implementing online marketing through platforms like Shopee and TikTok. The marketing strategies applied include the use of attractive product photos and videos, short video content and live streaming, competitive pricing, as well as the utilization of promotional features and paid advertisements. However, the growth in sales continues to fluctuate since it is heavily reliant on the regular use of digital marketing strategies.
This study also identifies several obstacles in implementing marketplace marketing, including intense competition among sellers, price wars, limited digital knowledge and skills, limited business capital, and difficulties in maintaining consistent content creation. Therefore, improving the quality of human resources, ensuring consistency in marketing strategies, fostering creativity and content innovation, and strengthening mentoring support from relevant stakeholders are necessary to ensure that online marketing through marketplaces can be implemented more optimally and sustainably.

Keywords: online marketing, marketplace, MSMEs, sales, snack food