Analisis Tantangan dan Peluang Digitalisasi bagi UMKM

Abstract

The development of digital technology has encouraged MSMEs to utilize social media as a marketing tool to increase their competitiveness. Arabella Beauty Salon, as a MSME in the beauty services sector in Maumere City, has utilized social media in its marketing activities, but still faces various challenges in managing it. This study aims to analyze the challenges and opportunities of digital marketing and describe the digital marketing strategies implemented by Arabella Beauty Salon. This study used a qualitative approach with a case study method. The research informants consisted of one business owner, three employees, and five customers. Data collection techniques were conducted through observation, interviews, and documentation, while data analysis used a SWOT analysis. The results show that Arabella Beauty Salon has utilized social media such as Instagram, TikTok, and Facebook as its primary digital marketing tools. The business's strengths lie in the quality of its service, satisfactory treatment results, comfortable facilities, and engaging before-and-after treatment content. Weaknesses include owner-centered social media management and low employee involvement in digital promotions. Opportunities include expanding market reach through social media, developing customer testimonial content, and providing beauty education. Threats include increasing competition, changes in social media algorithms, and negative customer reviews. Therefore, more structured and innovative social media management is needed to ensure more effective digital marketing and enhance business competitiveness.