Digital Marketing in Supporting Sales Activities: Implementation at Bucini Yogyakarta

Authors

  • Al Sitti Nur Moobaya Universitas Islam Indonesia
  • Andriyastuti Suratman Universitas Islam Indonesia

Keywords:

Digital Marketing, MSMEs, Sales Activities Social Media, Bucini

Abstract

The rapid development of digital technologies has encouraged Micro, Small, and Medium Enterprises (MSMEs) to integrate digital marketing into their business strategies to enhance competitiveness and broaden market access. Despite its growing adoption, the outcomes of digital marketing implementation vary considerably among MSMEs and do not consistently translate into higher sales performance. This study investigates the implementation and effectiveness of digital marketing at Bucini Yogyakarta, examines the opportunities and challenges associated with its application, and proposes strategies to optimize its use. A qualitative case study approach was employed, with data collected through in-depth interviews with three key informants, direct observation of the company's digital marketing activities, and document analysis. The data were analyzed using the interactive procedures of data reduction, data display, and conclusion drawing, while source and method triangulation were applied to enhance the credibility of the findings. The results indicate that Bucini utilizes Instagram, TikTok, WhatsApp Business, its official website, and online marketplaces as an integrated digital marketing ecosystem, with each platform fulfilling a complementary role. The strategy has proven effective in strengthening brand awareness, expanding promotional reach, and increasing customer engagement, although its contribution to sales growth remains limited. This limitation is associated with the characteristics of Bucini's niche market, limited human resource capacity, and inconsistent digital content management. The study therefore recommends strengthening educational content, improving social media management, enhancing the company's website as a direct sales channel, and expanding dedicated digital marketing personnel to improve overall marketing effectiveness.

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Published

2026-08-11

Issue

APSKI ICE Vol 04, Ed 01 (2026)

Section

Articles

License

Copyright (c) 2026 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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