Dimsum Ichi's MSME Digital Marketing Communication Strategy in Increasing Product Sales
Keywords:
Strategy, Marketing Communication, Digital
Abstract
This research aims to find out the form of strategy and effectiveness of digital marketing communication applied by Dimsum Ichi MSMEs in marketing their products to consumers. The problem contained in this study is that the implementation of digital marketing communication strategies carried out is not clearly known, especially in terms of planning, management, and effectiveness in increasing product sales. The type of research used is field research with a qualitative approach that is descriptive. The data collection methodology used in this study is observation, documentation and interviews. The primary data sources in this study are the Owners/Managers of Dimsum Ichi MSMEs, Dimsum Ichi Digital Media Activities, and active consumers, while secondary data sources are obtained from documentation obtained from the results of the research. The technique for analyzing data is through three stages, namely: 1) data reduction, 2) data presentation, and 3) drawing conclusions or verification. Based on the results of the research, the digital marketing communication strategies implemented are not only effective in increasing sales, but are also supported by other interrelated supporting factors in driving the success of product marketing.
References
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Faizathul Octavia, Y. (2022) 'The Effect of Social Media Promotion on Consumer Buying Interest in Ayam Square Culinary (A Study of Instagram & TikTok Users in Mataram City)', IJBEM: Indonesian Journal of Business Economics and Management, 2(1), pp. 16–22.
Fernandes, A. et al. (2025) 'The Influence of Social Media, Online Advertising and Promotion on Consumer Buying Interest', Journal of Media Informatics [Jumin], 6(3), pp. 2110–2116.
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Lady et al. (2023) 'The Role of Digital Marketing in the Development of Windish MSME Promotion Activities', Journal of Minfo Polgan, 12, pp. 2797–3298.
M. Son Aghni and Luthfy Purnanta Anzie (2025) 'The Role of Digital Marketing in Increasing the Competitiveness of MSMEs in Indonesia: A Review of the Latest Literature', Journal of Business Economics and Entrepreneurship, 2(3), pp. 01–07. Available at: https://doi.org/10.69714/am5r6c30.
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Mere, K. et al. (2024) 'The Role of Interactive Content in Building Consumer Engagement and Strengthening Brand Loyalty: A Review on Social Media Platforms and Corporate Websites', Journal of Economic, Business and Accounting (COSTING), 7(3), pp. 5455–5556. Available at: https://doi.org/10.31539/costing.v7i3.9361.
Milka, K. and Oktavianti, R. (2023) 'Ramen Restaurant Digital Media Strategy in Promoting Products During the Implementation of Community Activity Restrictions', Prologia, 7(1), pp. 52–61. Available at: https://doi.org/10.24912/pr.v7i1.15767.
Nasution, W.S.L. (2022) 'Digitalization of Marketing to Support MSMEs in the Midst of the Covid-19 Pandemic', ABDIMAS TALENTA: Journal of Community Service, 7(1), pp. 222–230. Available at: https://doi.org/10.32734/abdimastalenta.v7i1.6546.
Niko Ezekiel and Nafiah Ariani (2024) 'Integrated Global Marketing Communication: Challenges in the Digital Age', Al-Kharaj: Journal of Sharia Economics, Finance & Business, 6(6), pp. 3962–3978. Available at: https://doi.org/10.47467/alkharaj.v6i6.1405.
Pamungkas, D.S., Saputra, I.B. and Laksana, A. (2024) 'Digital Communication Strategies Through Social Media to Build Consumer Trust', 1.
Prasad, K.T.S. and Purohit, H. (2023) 'The Impact of the Marketing Mix on the Healthcare for Boosting Sales', 301, pp. 52–55. Available at: https://doi.org/10.48175/IJARSCT-9471.
Ramadian, F. V. (2025). Digital Marketing: Theories, Concepts, and Strategies. Yogyakarta: Deepublish.
R, A.D.P., Lenlioni, L. and Buji, G.E. (2025) 'Analysis of digital marketing strategies on increasing sales of culinary MSMEs at the Datah Manuah Mini Market, Palangka Raya City', pp. 1155–1162.
Risal, Mr. and , Damayanti (2023) 'Digital 4P marketing mix strategy for MSME performance in Samarinda City', Scientific Journal of Accounting, Management and Islamic Economics (JAM-EKIS), 6(2), pp. 297–309. Available at: https://doi.org/10.36085/jamekis.v6i2.5340.
Rizky Al-Huda et al. (2024) 'Digital-Based MSME Program Marketing Communication Adaptation', International Journal Of Humanities Education and Social Sciences (IJHESS), 4(2), pp. 973–984. Available at: https://doi.org/10.55227/ijhess.v4i2.1251.
Rusdana, N.R., Choirani, S.J. and Friska, A.S. (2022) 'Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition', International Journal of Research and Applied Technology, 2(1), pp. 163–168. Available at: https://doi.org/10.34010/injuratech.v2i1.6913.
Saleh, R. et al. (2023) 'Integrated Marketing Communication Innovation of Bitata Food MSMEs', Journal of Global Communication, 12(2), pp. 333–358. Available at: https://doi.org/10.24815/jkg.v12i2.34284.
Sari, E. D., & Suwandi. (2025). Digital marketing communication strategies to increase the competitiveness of MSMEs in the digital era. Ecopedia: Scientific Journal of Economics, 1(3), 845–851. https://doi.org/10.63822/bc7yga11.
Shafa' Annisa Puspasari et al. (2024) 'Implementation Of Marketing Mix Strategy 4P in With Love Milli Business', Harmoni Economics: International Journal of Economics and Accounting, 1(4), pp. 200–208. Available at: https://doi.org/10.70062/harmonieconomics.v1i4.51.
Soegoto, A.S., Soegoto, D.S. and Pasha, M.S. (2020) 'Empowering Digital Strategies for Medium Small Enterprises', Journal of Physics: Conference Series, 1477(7). Available at: https://doi.org/10.1088/1742-6596/1477/7/072003.
Soviyanti Efrita, Z.K. (2024) 'Marketing Management', 1, pp. 1–207.
Supit, G.R.A. (2025) 'The Role of Marketing Communication in Building Brand Awareness of MSMEs', Jurnalika : Journal of Communication Sciences, 9(1 SE-Articles), pp. 27–41. Available at: https://doi.org/10.37949/jurnalika91200.
Utami, F.N., Pangestu, M.G. and Angraini, D. (2023) 'Training on e-commerce digital platform applications as digital marketing media for UP2K MSMEs in Paalmerah Village', 2(2), pp. 98–105. Available at: https://doi.org/10.33998/jpmu.2023.2.2.885.
Widaningsih, S. (2024) 'Journal of Economic and Business Research Implementation Of The 4P Marketing Mix at Astiga Leather in 2024', Scientific Journal of Economics and Business, 17(2), pp. 142–151.
Yeo, C., Handayani, F. and Sari, R. (2022) 'The Impact of Digital Marketing for Pondok Etam MSMEs', 1(2).
Zulstra, D. (2025) 'The Effect of Digital Marketing Strategy , Price , and Product Quality on Sales Performance : Evidence from Rendang Cipuik GG SMEs in Indonesia', (December), pp. 1–12.
Zuhri, M.S. and Indiworo, H.E. (2026) 'Analysis of the Influence of Product Quality and Digital Promotion on Impulsive Buying on Tokopedia E-Commerce through Buying Interest', 5(1), pp. 4659–4667.
Afrilia, V., Zulaihati, S. and Kismayanti Respati, D. (2025) 'Ecopedia: Scientific Journal of Economics', Journal of Scientific Economics, 1(2), pp. 450–458.
Agnes Tallo Rara and Suhardi Suhardi (2025) 'The Influence of Advertising Attractiveness, Product Quality and Consumer Trust on Tiktok E-Commerce Buying Interest A Case Study of Jiniso', Scientific Journal of Management, Economics and Accounting, 5(3), pp. 303–317. Available at: https://doi.org/10.55606/jurimea.v5i3.1194.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Thousand Oaks, CA: Sage Publications.
Darmawan, P. (2022) 'Price and Promotion Strategies Carried Out by E-Commerce in Improving Consumer Purchase Decisions', Journal of Management Development, 10(2), pp. 64–77. Available at: https://doi.org/10.52859/jbm.v10i2.206.
Daud and Sarmiati (2023) 'Fundamentals of marketing strategy: marketing mix 4P to 4A', Al Mujaddid Humanities Journal, 9(2), p. 2023.
Dwiarta, I. M. B., & Alam, W. Y. (2024). Digital Marketing. Mega Press Nusantara.
Faradhiba, (2020) 'Marketing Communication Concepts and Strategies: Changing Consumer Behavior Towards the Era of Disruption Dea Farahdiba Master of Management Science Students, Gadjah Mada University', 8(1), pp. 1–16.
Fitrianingrum, A. and Aruny, F.D. (2023) 'Social Media Promotion Strategies at Sakura SP Japanese Restaurants'. Available at: https://doi.org/10.37253/se.v2i1.7632.
Faizathul Octavia, Y. (2022) 'The Effect of Social Media Promotion on Consumer Buying Interest in Ayam Square Culinary (A Study of Instagram & TikTok Users in Mataram City)', IJBEM: Indonesian Journal of Business Economics and Management, 2(1), pp. 16–22.
Fernandes, A. et al. (2025) 'The Influence of Social Media, Online Advertising and Promotion on Consumer Buying Interest', Journal of Media Informatics [Jumin], 6(3), pp. 2110–2116.
Gunawan, E M, and Sabanari, K.A. (2024) 'Analysis of the influence of digital marketing and sales promotion on customer buying interest in Skintific products in TikTok Shop Journal EMBA Vol . 12 No. 03 September 2024 , Page', 12(03), pp. 1006–1016.
Hakim, A. (2022) 'Marketing Mix in the Digitalization Age', International Journal of Humanities, Social Sciences and Business (Injoss), 1(3), pp. 247–254. Available at: https://doi.org/10.54443/injoss.v1i3.26.
Indef. (2024) 'The Role of E-Commerce in the Development of MSMEs in Indonesia', Pe.Feb.Unesa.Ac.Id/, p. 1.
Junaedi, D. et al. (2023) 'Digital Marketing Strategies in MSME Business Development', 1(2).
Kotler, P., & Keller, K. L. (2022). Marketing Management (16th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2020). Principles of Marketing. Pearson Education.
Kumar, Sunil; Lochab, A.; Mishra, M. (2021) The Impact of Business Model Innovation (BMI) and Organisational Values on Firm Performance: Mediating Role of Corporate Sustainability, Corporate Sustainability-A New Paradigm.
Lady et al. (2023) 'The Role of Digital Marketing in the Development of Windish MSME Promotion Activities', Journal of Minfo Polgan, 12, pp. 2797–3298.
M. Son Aghni and Luthfy Purnanta Anzie (2025) 'The Role of Digital Marketing in Increasing the Competitiveness of MSMEs in Indonesia: A Review of the Latest Literature', Journal of Business Economics and Entrepreneurship, 2(3), pp. 01–07. Available at: https://doi.org/10.69714/am5r6c30.
Marjohan, M. et al. (2025) 'Digital Payment and E-Commerce Strategies in Efforts to Increase Sales and Their Impact on Profits: Literature Review', EMT KITA Journal, 9(4), pp. 1453–1462. Available at: https://doi.org/10.35870/emt.v9i4.4759.
Mere, K. et al. (2024) 'The Role of Interactive Content in Building Consumer Engagement and Strengthening Brand Loyalty: A Review on Social Media Platforms and Corporate Websites', Journal of Economic, Business and Accounting (COSTING), 7(3), pp. 5455–5556. Available at: https://doi.org/10.31539/costing.v7i3.9361.
Milka, K. and Oktavianti, R. (2023) 'Ramen Restaurant Digital Media Strategy in Promoting Products During the Implementation of Community Activity Restrictions', Prologia, 7(1), pp. 52–61. Available at: https://doi.org/10.24912/pr.v7i1.15767.
Nasution, W.S.L. (2022) 'Digitalization of Marketing to Support MSMEs in the Midst of the Covid-19 Pandemic', ABDIMAS TALENTA: Journal of Community Service, 7(1), pp. 222–230. Available at: https://doi.org/10.32734/abdimastalenta.v7i1.6546.
Niko Ezekiel and Nafiah Ariani (2024) 'Integrated Global Marketing Communication: Challenges in the Digital Age', Al-Kharaj: Journal of Sharia Economics, Finance & Business, 6(6), pp. 3962–3978. Available at: https://doi.org/10.47467/alkharaj.v6i6.1405.
Pamungkas, D.S., Saputra, I.B. and Laksana, A. (2024) 'Digital Communication Strategies Through Social Media to Build Consumer Trust', 1.
Prasad, K.T.S. and Purohit, H. (2023) 'The Impact of the Marketing Mix on the Healthcare for Boosting Sales', 301, pp. 52–55. Available at: https://doi.org/10.48175/IJARSCT-9471.
Ramadian, F. V. (2025). Digital Marketing: Theories, Concepts, and Strategies. Yogyakarta: Deepublish.
R, A.D.P., Lenlioni, L. and Buji, G.E. (2025) 'Analysis of digital marketing strategies on increasing sales of culinary MSMEs at the Datah Manuah Mini Market, Palangka Raya City', pp. 1155–1162.
Risal, Mr. and , Damayanti (2023) 'Digital 4P marketing mix strategy for MSME performance in Samarinda City', Scientific Journal of Accounting, Management and Islamic Economics (JAM-EKIS), 6(2), pp. 297–309. Available at: https://doi.org/10.36085/jamekis.v6i2.5340.
Rizky Al-Huda et al. (2024) 'Digital-Based MSME Program Marketing Communication Adaptation', International Journal Of Humanities Education and Social Sciences (IJHESS), 4(2), pp. 973–984. Available at: https://doi.org/10.55227/ijhess.v4i2.1251.
Rusdana, N.R., Choirani, S.J. and Friska, A.S. (2022) 'Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition', International Journal of Research and Applied Technology, 2(1), pp. 163–168. Available at: https://doi.org/10.34010/injuratech.v2i1.6913.
Saleh, R. et al. (2023) 'Integrated Marketing Communication Innovation of Bitata Food MSMEs', Journal of Global Communication, 12(2), pp. 333–358. Available at: https://doi.org/10.24815/jkg.v12i2.34284.
Sari, E. D., & Suwandi. (2025). Digital marketing communication strategies to increase the competitiveness of MSMEs in the digital era. Ecopedia: Scientific Journal of Economics, 1(3), 845–851. https://doi.org/10.63822/bc7yga11.
Shafa' Annisa Puspasari et al. (2024) 'Implementation Of Marketing Mix Strategy 4P in With Love Milli Business', Harmoni Economics: International Journal of Economics and Accounting, 1(4), pp. 200–208. Available at: https://doi.org/10.70062/harmonieconomics.v1i4.51.
Soegoto, A.S., Soegoto, D.S. and Pasha, M.S. (2020) 'Empowering Digital Strategies for Medium Small Enterprises', Journal of Physics: Conference Series, 1477(7). Available at: https://doi.org/10.1088/1742-6596/1477/7/072003.
Soviyanti Efrita, Z.K. (2024) 'Marketing Management', 1, pp. 1–207.
Supit, G.R.A. (2025) 'The Role of Marketing Communication in Building Brand Awareness of MSMEs', Jurnalika : Journal of Communication Sciences, 9(1 SE-Articles), pp. 27–41. Available at: https://doi.org/10.37949/jurnalika91200.
Utami, F.N., Pangestu, M.G. and Angraini, D. (2023) 'Training on e-commerce digital platform applications as digital marketing media for UP2K MSMEs in Paalmerah Village', 2(2), pp. 98–105. Available at: https://doi.org/10.33998/jpmu.2023.2.2.885.
Widaningsih, S. (2024) 'Journal of Economic and Business Research Implementation Of The 4P Marketing Mix at Astiga Leather in 2024', Scientific Journal of Economics and Business, 17(2), pp. 142–151.
Yeo, C., Handayani, F. and Sari, R. (2022) 'The Impact of Digital Marketing for Pondok Etam MSMEs', 1(2).
Zulstra, D. (2025) 'The Effect of Digital Marketing Strategy , Price , and Product Quality on Sales Performance : Evidence from Rendang Cipuik GG SMEs in Indonesia', (December), pp. 1–12.
Zuhri, M.S. and Indiworo, H.E. (2026) 'Analysis of the Influence of Product Quality and Digital Promotion on Impulsive Buying on Tokopedia E-Commerce through Buying Interest', 5(1), pp. 4659–4667.
Published
2026-04-30
How to Cite
Aji Azhanuddin Pratito, Komarudin, & Badarudin Azarkasyi. (2026). Dimsum Ichi’s MSME Digital Marketing Communication Strategy in Increasing Product Sales. International Journal of Health, Economics, and Social Sciences (IJHESS), 8(2), 1795~1800. https://doi.org/10.56338/ijhess.v8i2.11005
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Copyright (c) 2026 Aji Azhanuddin Pratito, Komarudin, Badarudin Azarkasyi
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