The Role of Marketplaces in Increasing Sales of Local Products in Cikaret

Abstract

This study discusses the role of marketplaces as digital platforms in enhancing the sales of local products in the Cikaret region. The research background highlights the low sales of local products caused by limited market access, ineffective promotion, and constraints in human and financial resources. Marketplaces such as Tokopedia, Shopee, and Bukalapak emerge as solutions by offering broader market access, operational cost efficiency, and digital features such as online payments, inventory management, and integrated logistics services. This research adopts a qualitative approach to explore the experiences of micro, small, and medium enterprises (MSMEs) in utilizing marketplaces. The findings indicate that the use of marketplaces can double sales turnover, expand market reach, and encourage entrepreneurs to improve product quality and service standards. However, entrepreneurs continue to face challenges, including limited digital literacy, intense price competition, constrained promotional capital, and logistical barriers. The study recommends enhancing digital literacy, strengthening local product branding, and fostering government and stakeholder support so that MSMEs in Cikaret can optimize the marketplace as a medium for marketing and business development. These findings are expected to serve as a reference for entrepreneurs and local governments in formulating digital-based MSME development strategies.