Content-Based Marketing Strategy in Creasing Sales at UMKM Kado Estetik Lhokseumawe

Abstrak

Kado Estetik Lhokseumawe is one of the UMKM stores that was established in 2021 and has been marketing digitally through social media, their problem lies in their digital marketing strategy is to create content that is able to attract the attention of the audience in the midst of increasing competition. In addition, the changing algorithm factor on social media platforms becomes an obstacle in ensuring consistent content exposure. Therefore, a more planned and adaptive marketing strategy is needed, including the selection of platforms that are in accordance with the characteristics, targets and the use of various features that support increasing the reach of this study aims to analyze content-based marketing strategies with the AIDA model carried out by the lhokseumawe aesthetic gift shop in increasing sales. The approach carried out in this study is a descriptive qualitative approach. The data collection technique uses interview, observation, and documentation methods. The results of the study show that the content-based marketing strategy implemented by Aesthetic Gifts has been running well, Most customers know about Aesthetic Gifts through aesthetically pleasing social media content, and displaying a variety of products that suit their needs. However, in the Interest element in the AIDA model, there are shortcomings because some customers consider the uploaded content to be incomplete with product price information, making it difficult for them to make a choice, and the most interesting type of content is video content.