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Digital Marketing Strategies among Traditional Market Vendors in Yogyakarta City

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Mixed methods analysis reveals enhanced sales through social media and e-commerce among vendors, highlighting competitive factors.

The use of social media and e-commerce significantly increases sales volume and customer loyalty.
Quantitative survey of 120 vendors and qualitative interviews with 12 key informants support the findings.
Product innovation and service quality differentiate traditional vendors in a competitive digital market.
The study aids in developing a digital marketing model tailored for traditional micro-enterprises.

Harifi et al. (2025) studied this question.

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