Exploration of Digital Marketing Strategy Potential for Prima Karya Stationery Store
DOI:
https://doi.org/10.61106/jpms.v4i2.153Keywords:
Digital Marketing, Marketing strategy, SME readiness, Qualitative, Business potentialAbstract
The rapid development of digital technology requires Small and Medium Enterprises (SMEs) to adapt, including traditional stationery retail stores. This study aims to explore the potential of digital marketing strategies at the Prima Karya Stationery Store. This research employs a qualitative exploratory approach with data collection techniques comprising observation, in-depth interviews with owners, employees, and customers, as well as documentation. The results indicate that the store possesses a high potential for digital marketing, characterized by clear market segmentation, product readiness, and the initial use of WhatsApp for communication. However, the store's readiness is currently in the pre-adoption phase. While managerial readiness shows openness to innovation, human resources and technological infrastructure (such as digital payments) remain underdeveloped. The main barriers identified include limited capital, low digital competence, and a strong path dependency on conventional mouth-to-mouth marketing. In conclusion, the store needs a gradual digital transformation, starting with basic social media optimization and digital payment integration to enhance local competitiveness before expanding to a broader e-commerce market.
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