Optimalisasi Marketplace dan Sosial Media Marketing untuk Peningkatan Penjualan : Studi Kasus pada Bisnis UMKM Barbel

Mohammad Isa Wibisono; Abdul Hamid Syarif; Agung Winarno; Agus Hermawan

doi:10.30640/digital.v5i2.6497

Authors

Mohammad Isa Wibisono Univesitas Negeri Malang
Abdul Hamid Syarif Univesitas Negeri Malang
Agung Winarno Univesitas Negeri Malang
Agus Hermawan Univesitas Negeri Malang

DOI:

https://doi.org/10.30640/digital.v5i2.6497

Keywords:

Digital Marketing, Fitness Equipment Smes (Msmes), Marketplace, Sales Volume, Social Media

Abstract

The massive acceleration of information technology in the era of globalization has demanded Micro, Small, and Medium Enterprises (MSMEs), particularly in the fitness equipment sector, to comprehensively adopt digital marketing strategies to maintain business relevance. This study aims to deeply explore the optimization of synergy between social media and marketplaces in increasing the sales volume of barbell products through a descriptive qualitative approach. Data collection was conducted using triangulation techniques, including in-depth interviews, observation of digital platforms, and documentation studies of company transaction records. The research findings indicate that marketing success is not only determined by the presence of digital platforms but by a strategic integration where social media functions as a brand awareness channel while the marketplace acts as a secure transaction infrastructure. Educational content regarding exercise techniques and product durability has proven to be a crucial factor in building consumer trust before the purchasing stage. The speed of administrative response and transparency of stock data within the marketplace ecosystem are key determinants in converting social media followers into active buyers. Harmonious synergy between visual narratives on Instagram and logistical reliability on Tokopedia or Shopee significantly creates long-term customer loyalty. Measured and data-driven digital transformation serves as the primary foundation for barbell business owners to win the competition in the increasingly competitive sports equipment market.

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