STRATEGI PEMASARAN ONLINE UNTUK MENINGKATKAN PENJUALAN PRODUK VV HANCRAFT DI LATEE 1

Abstract

This study explores the effectiveness of online marketing strategies in increasing sales of VV Handcraft, a small handmade craft business located in Latee 1 that has implemented various forms of digital marketing since its establishment. Despite utilizing social media, e-commerce platforms, and basic SEO practices, the company experienced a decline in online sales over the past three months. The aim of this research is to analyze and describe how effectively the current digital marketing strategies contribute to sales growth and to identify areas of improvement. The study employs a qualitative descriptive method through observation, interviews, and analysis of sales data. Findings indicate that the lack of evaluation and data-driven adjustment in the marketing strategy is one of the main reasons for its limited impact. Moreover, VV Handcraft’s digital content does not consistently highlight its product differentiation, such as the aesthetic and storytelling value behind each handmade item. The implications suggest that digital marketing management should be more data-oriented and strategically refined to enhance conversion rates and customer loyalty.