Digital Marketing Strategies among Traditional Market Vendors in Yogyakarta City

Afnan Harifi; Sri Handayani; Muhammad Zaki Sierrad

doi:10.55927/ajabm.v4i3.445

Authors

Afnan Harifi Universitas Teknologi Yogyakarta
Sri Handayani Universitas Teknologi Yogyakarta
Muhammad Zaki Sierrad Universitas Teknologi Yogyakarta

DOI:

https://doi.org/10.55927/ajabm.v4i3.445

Keywords:

Digital Marketing, Traditional Market, MSMES, Social Media, E-Commerce

Abstract

This study aims to analyze the digital marketing strategies implemented by traditional market vendors in Yogyakarta City, particularly at Beringharjo Market, in response to digital transformation and increasing competition from modern retail markets. The research adopts a mixed methods approach using a sequential explanatory design. Quantitative data were collected through a survey of 120 vendors, and qualitative insights were gathered via in-depth interviews with 12 key informants. The results indicate that the use of social media and e-commerce significantly enhances sales volume and customer loyalty. Product innovation and service quality serve as differentiating factors that strengthen competitiveness in the digital market. This study contributes to the development of a locally grounded digital marketing model relevant for traditional micro-enterprises in the digital era.

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