IMPLEMENTATION OF DIGITAL MARKETING TRANSFORMATION AS A MARKETING STRATEGY FOR USE IMPROVING COMPETITIVENESS IN AMANU BUILDING MATERIALS STORE

Abstrak

Digital business transformation in Indonesia is growing rapidly, along with the advancement and utilization of technology in all aspects of life and increasingly tight business competition. This opens up opportunities for Amanu building materials stores to use it in marketing their goods. The purpose of this study is to identify and analyze the importance of implementing digital marketing as an effective marketing strategy for Amanu building materials stores to increase their competitiveness in the market. This study is expected to help building materials stores improve their visibility, efficiency, and marketing effectiveness and build better relationships with consumers. This study uses qualitative methodology, critical discussion from the author's perspective, and support for literature searches, citations, expert opinions, and previous findings on the subject. The results show that digital advertising increases sales of Amanu building materials stores. In addition, this study shows that although there are many benefits that can be obtained from the use of digital advertising, Amanu building materials store business actors are often faced with various challenges. The author hopes that Amanu building materials stores can continue to innovate and develop their businesses without ignoring technological developments. The government is also expected to be a complement to encourage various efforts that have been made by building materials store entrepreneurs to increase their competitiveness.