APPLICATION OF DIGITAL MARKETING IN ENHANCING THE PROMOTION STRATEGY OF LUSHBITE BANANA SKIN BROWNIES

Abstract

This study aims to analyze the implementation of digital marketing strategies through TikTok, Instagram, WhatsApp Business, and the LushBite.my.id website in promoting banana-peel brownies. As an innovative food product utilizing banana peel waste, effective digital promotion is needed to increase consumer awareness and market reach. The research method includes needs analysis, digital media design, platform implementation, and integration testing. The results show that using these four platforms significantly enhances promotional reach, strengthens brand awareness, and simplifies the ordering process through WhatsApp Business. TikTok and Instagram are the most effective platforms for attracting attention through creative visual content, while the website serves as an official information center that increases business credibility. The integration of all platforms creates a unified digital marketing system that facilitates consumer access to product information and transactions. This strategy proves effective in improving the visibility and competitiveness of UMKM products.