Pengaruh yang Optimal Untuk Meningkatkan Profitabilitas

M. Ikhlas Saputra, Hendra Riofita

Abstract

This study aims to analyze the role of Word of Mouth (WOM), digital marketing, and e-commerce as effective strategies in increasing the profitability of MSMEs in the digital era. Using a qualitative approach, this study uses secondary data sources taken from relevant indexed journals, mainly through the Google Scholar platform. Data analysis was conducted descriptively to explore the relationship between the three strategies and their impact on MSME growth. The results show that WOM, both traditionally and through social media, has a significant role in building consumer trust and creating a positive reputation. On the other hand, digital marketing allows MSMEs to reach a wider market by utilizing consumer data and creative content strategies. E-commerce is becoming a key channel to expand market access and increase sales conversion, although challenges such as fierce competition remain obstacles that must be overcome.

Keywords

Word of Mouth, Digital Marketing, E-Commerce, Profitability, Msmes, Digital Economy

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References

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DOI: https://doi.org/10.5281/zenodo.14377719

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