Strategi Digital Marketing Dalam Menarik Minat Beli Konsumen Pada Buket Bunga Anna Art Gallery Di Desa Andongsari

Abstract

This study aims to determine the digital marketing strategies implemented by Anna Art Gallery in attracting consumer buying interest and to identify the obstacles faced in implementing digital promotional strategies. The study employed a qualitative approach using an indepth interview method. Informants were selected using a purposive sampling technique involving the store owner, employees, and consumers of Anna Art Gallery. Data collection techniques included interviews, observation, and documentation. Data analysis used the Miles and Huberman interactive model consisting of data reduction, data presentation, and conclusion drawing. The results showed that the digital marketing strategy implemented by Anna Art Gallery utilized social media platforms such as Facebook, Instagram, and WhatsApp as the primary promotional media for bouquet flower products. Promotional content was created attractively and creatively through product photos, videos, customer testimonials, and promotions during special occasions. These strategies were proven to increase brand awareness, expand marketing reach, and attract consumer buying interest. In addition, friendly, fast, and communicative services also had a positive influence on customer satisfaction. Most consumers became aware of Anna Art Gallery through social media, indicating that digital media played an important role in purchasing decisions. However, the study also found several obstacles, such as the underutilization of TikTok, limited creative ideas in content creation, and increasingly competitive business rivalry. Therefore, Anna Art Gallery needs to continuously develop more innovative and integrated digital marketing strategies to improve business competitiveness in the digital era.