Digital Marketing Strategy to Boost Sales Turnover of Robaks in Jatinangor MSMEs During the Digitalization Era

Abstract

Toast is a popular food enjoyed by people across all age groups due to its variety of flavor options. This type of product can be easily found in several urban areas, including on Jalan Raya Jatinangor. This study aims to explore the digital marketing strategies implemented by Robaks, a toast-based MSME, to increase sales turnover in the digitalization era. The research adopts a qualitative descriptive method with data collected through interviews, observation, and documentation. Robaks utilizes digital marketing approaches involving internet-based tools such as Search Engine Marketing (SEM), content marketing, content automation, social media marketing, and display advertising. The business actively engages on platforms like TikTok, creating appealing content with promotional themes such as “Buy 2 Get 1 Free,” 30–50% discount offers on special days, and other targeted campaigns. These efforts demonstrate how MSMEs in Jatinangor can effectively leverage digital platforms to expand their reach and enhance customer engagement, ultimately improving business performance amid an increasingly digital-driven market.