Digital Promotion Strategies and Their Effectiveness in Increasing Tobacco Sales: A Case Study in Sumberanyar Village

Samsul Arifin; Fahrudin

doi:10.63922/ijebir.v5i04.5400

Samsul Arifin Program Studi Ekonomi, Fakultas Sosial Dan Humaniora, Universitas Nurul Jadid, Jawa Timur, Indonesia
Fahrudin Program Studi Ekonomi, Fakultas Sosial Dan Humaniora, Universitas Nurul Jadid, Jawa Timur, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5400

Keywords: Keywords: Digital Promotion Strategy; Digital Marketing; Tobacco Marketing; Agricultural Marketing; Rural Business; Qualitative Study.

Abstract

The increasing adoption of digital technologies has transformed marketing practices across various sectors, including agricultural businesses. This study aims to analyze the implementation of digital promotion strategies and evaluate their effectiveness in increasing tobacco sales in Sumberanyar Village, Indonesia. A qualitative case study approach was employed to obtain an in-depth understanding of digital promotional practices implemented by local tobacco producers. Data were collected through semi-structured interviews, direct observations, and document analysis involving tobacco farmers and individuals engaged in tobacco marketing activities. The collected data were analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data condensation, data display, and conclusion drawing and verification.

The findings indicate that WhatsApp has become the primary digital platform used to facilitate communication between tobacco producers and prospective buyers by sharing product information, photographs, and videos before transactions are conducted. However, the implementation of digital promotion remains limited because marketing activities continue to rely heavily on conventional trading practices, while inadequate digital literacy and limited marketing capabilities hinder the broader adoption of digital technologies. Despite these challenges, digital promotion demonstrates considerable potential to improve marketing efficiency, strengthen business communication, and expand market opportunities when supported by structured promotional strategies and continuous capacity-building initiatives.

This study concludes that strengthening digital competencies and integrating strategic digital marketing practices are essential to improving the competitiveness and sustainability of tobacco marketing in rural communities.

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