Digital Marketing Transformation of MSMEs at Arini and Ayu Shop to Increase Customer Visits Through Social Media

Abstract

This study examines the variables of digital marketing transformation and social media utilization on increasing consumer visits at UMKM Toko Arini and Ayu, using an associative quantitative approach. The population, consisting of 80 consumers, was used as respondents through saturated sampling techniques. Data collection was carried out using questionnaires, and then analyzed using SPSS version 25. The analysis results show that digital marketing transformation has a positive and significant effect on consumer visits with a significance value of 0.025. Social media also has a positive and significant effect with a significance value of 0.000 and is the variable that contributes more to increasing consumer visits. Simultaneous testing proves that both independent variables together have a significant effect on consumer visits with an F value of 63.836 and a determination coefficient of 62.4%. The research findings indicate that Optimizing digital marketing strategies supported by consistent social media management can expand promotional reach, strengthen interaction with consumers, and boost consumer visits to MSMEs.