Strategies for Enhancing Sales of Food MSMEs in Deli Serdang Regency
Keywords:
MSMEs, ood sector, digital marketing, customer engagement, sales growth, Deli SerdangAbstract
Micro, Small, and Medium Enterprises (MSMEs) in the food sector are essential contributors to the economy of Deli Serdang Regency, providing jobs, supporting local food diversity, and meeting the demands of both residents and tourists. Despite their critical role, these food MSMEs face numerous challenges, including limited digital marketing capabilities, lack of customer engagement strategies, and difficulties in sustaining product quality due to resource constraints. This research investigates the key factors influencing the sales performance of food MSMEs in Deli Serdang and identifies practical strategies to enhance their market reach and customer loyalty. Using a mixed-method approach, which includes surveys and interviews with MSME owners, the study examines the impact of digital transformation, customer engagement, and product quality improvement on sales growth. Results indicate that digital marketing can expand market access, while enhanced customer engagement and quality consistency play pivotal roles in increasing customer satisfaction and repeat purchases. The findings suggest actionable steps for MSME owners to adopt new marketing strategies and highlight areas where local government support could enhance the digital and operational capacities of MSMEs. These insights are valuable for policymakers, business support organizations, and MSME owners aiming to achieve sustainable growth in the competitive food industry.
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