Implementation of Marketplace Digitalisation and Marketing Strategies to Increase Turnover at DOMIKIDS Children's Clothing Convection Sales Jeruklegi, Cilacap

Abstract

This research examines the digitisation and marketing strategies implemented by MSME Domikids, a children's clothing sales company in Jelkureggi, Cilacap Regency, to overcome the challenges of declining sales and limited product promotion in the market and social media. The focus of the support was on the development of operational digitalisation and the development of an optimal marketing strategy, including collaboration with local influencers and the use of children's influencers. Findings showed that marketplace digitalisation, optimisation of product descriptions, use of high-quality photos, and utilisation of advertising features through the Shopee platform had a significant impact on increasing sales by 25%. Marketing strategies utilising local influencers also proved effective in increasing product awareness and building consumer trust. This research contributes to enriching the literature on the implementation of digital and marketing strategies in MSMEs, especially in the context of children's clothing convection in Indonesia. The significance of this research highlights the importance of collaborating with influencers and utilising targeted incentives to improve employee motivation and company competitiveness in the digital era.

Keywords: MSMEs, marketplace digitalisation, influencer marketing, sales turnover, marketing strategy, Domikids.