STRATEGI PENGEMBANGAN DIGITAL MARKETING PADA PT. X DENGAN MENGGUNAKAN METODE SOSTAC
Abstract
Tujuan penelitian ini dilakukan untuk mengetahui strategi pengembangan digital marketing pada PT X dengan menggunakan Metode SOSTAC. Jenis penelitian ini adalah kualitatif deskriptif. Informan dalam penelitian ini adalah direktur, marketing manager terdiri masing –masing satu orang teknik pengumpulan data yang digunakan adalah observasi, wawancara, dan studi dokumentasi (kepustakaan). Metode analisis data menggunakan pengumpulan data, reduksi data (data reduction) penyajian data (data display) dan penarikan kesimpulan (conclusion drawing) metode SOSTAC meliputi situation, objective, strategy, tactic, action, controlling yang merupakan sebuah sistem sebagai dasar untuk melaksanakan langkah-langkah dan menciptakan rencana serta digunakan sebagai metode dengan mempertimbangkan kelebihan dan kekurangan perusahaan serta memanfaatkan peluang dan mengurangi ancaman yang ada. Meningkatkan promosi melalui melalui marketplace dan whatsapp, PT X juga melakukan strategi yaitu berdasarkan STP (Segmentation, Targeting dan Positioning). Taktik yang dijalankan dalam strategi digital marketing adalah 4C marketing mix yang terdiri dari consumer value, cost to customer, convenience, communication. Actions (implementasi strategi) sampai saat ini PT X masih belum menggunakan biaya promosi untuk media sosial dan marketplace, strategi digital marketing masih belum berjalan sesuai dengan yang diharapkan, komunikasi masih satu arah, produk yang diposting masih belum banyak memberikan respon dari para konsumen maupun calon konsumen, untuk SDM media social kami masih memiliki keterbatasan baik mengenai ide-ide konten di media sosial maupun dalam membuat deskripsi di produk tersebut.
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Al-Weshah, G. A., Kakeesh, D. F., & Al-Ma’aitah, N. A. (2021). Digital Marketing Strategies and International Patients’ Satisfaction: An Empirical Study in Jordanian Health Service Industry. Studies of Applied Economics, 39(7). https://doi.org/10.25115/eea.v39i7.4811
Chaffey, & Smith. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Taylor & Francis.
Choirunnisa, I. C., & Karmilah, M. (2022). Strategi Pengembangan Pariwisata Budaya. Jurnal Kajian Ruang, 2(1), 89. https://doi.org/10.30659/jkr.v2i1.20446
González Romo, Z. F., García-Medina, I., & Plaza Romero, N. (2017). Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands. International Journal of Interactive Mobile Technologies (IJIM), 11(6), 136. https://doi.org/10.3991/ijim.v11i6.7511
Halvadia, N. B., & Menon, S. (2021). A Study on the Impact of Existing and Emerging Trends in Digital Marketing on Consumer Buying Behavior. SKIPS Anveshan, 2(1). https://doi.org/10.53031/SKIPS.2.1.2021.04
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The Digital Marketing Capabilities Gap. Industrial Marketing Management, 90, 276–290. https://doi.org/10.1016/j.indmarman.2020.07.022
İnan, Ü. S. E. (2023). Evaluation of Digital Marketing From A Bibliometric Analysis Perspective. Socialis Series in Social Science, 4, 45–58. https://doi.org/10.20319/socv4.4558
Jainjain. (2021). A Survey on Business Profitability by Digital Marketing Strategies of Facebook. Journal of Contemporary Issues in Business and Government, 27(3). https://doi.org/10.47750/cibg.2021.27.03.112
Järvinen, J., & Karjaluoto, H. (2015). The Use of Web Analytics for Digital Marketing Performance Measurement. Industrial Marketing Management, 50, 117–127. https://doi.org/10.1016/j.indmarman.2015.04.009
Jayawardena, N. S., Boe, J., Rohoia, A., & Sharma, P. (2022). Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies. Journal of Electronic Commerce in Organizations, 20(2), 1–24. https://doi.org/10.4018/JECO.300299
Kanapathipillai, K., & Kumaran, S. (2022). The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in The Automotive Industry in Malaysia. European Journal of Management and Marketing Studies, 7(2). https://doi.org/10.46827/ejmms.v7i2.1205
Kautsar, M., & Julaiha, S. (2023). Langkah-langkah Manajemen Strategik di Lembaga Pendidikan Islam. Journal of Instructional and Development Researches, 3(1), 24–28. https://doi.org/10.53621/jider.v3i1.203
Khaerani, S. N., & Sudarmiatin, S. (2022). The Use of Digital Marketing and Its Impact on Increasing MSME Sales. Interdisciplinary Social Studies, 1(8). https://doi.org/10.55324/iss.v1i8.193
Malesev, S., & Cherry, M. (2021). Digital and Social Media Marketing - Growing Market Share for Construction SMEs. Construction Economics and Building, 21(1). https://doi.org/10.5130/AJCEB.v21i1.7521
Manalu, D. S. T., & Tarigan, D. M. S. (2018). Strategi Pengembangan Bisnis PT Momenta Agrikultura Amazing Farm, Lembang, Jawa Barat. MAHATANI: Jurnal Agribisnis (Agribusiness and Agricultural Economics Journal), 1(2). https://doi.org/10.52434/mja.v1i2.458
Mathis, & Jackson. (2016). Human Resource Management. Salemba Empat.
Mogaji, E., Olaleye, S., & Ukpabi, D. (2020). Using AI to Personalise Emotionally Appealing Advertisement (pp. 137–150). https://doi.org/10.1007/978-3-030-24374-6_10
Mulyani, O., & Hermina, N. (2023). The Influence of Digital Marketing and Brand Awareness on Increasing Brand Image and its Impact on Purchasing Decisions. Prisma Sains : Jurnal Pengkajian Ilmu Dan Pembelajaran Matematika Dan IPA IKIP Mataram, 11(1), 132. https://doi.org/10.33394/j-ps.v11i1.6594
Musliha, & Adinugraha, H. H. (2022). Digital Marketing in Tourism Destinations. Jurnal Ekonomi Dan Bisnis Airlangga, 32(2), 130–137. https://doi.org/10.20473/jeba.V32I22022.130-137
Nieves-Casasnovas, J. J., & Lozada-Contreras, F. (2020). Marketing Communication Objectives through Digital Content Marketing on Social Media. Fórum Empresarial, 79–104. https://doi.org/10.33801/fe.v25i1.18496
Omenugha, N. O. (2018). The Assimilation of Social Media in Marketing Management: A Case Review of Taliah’s Strategy. Business and Management Studies, 4(3), 58. https://doi.org/10.11114/bms.v4i3.3573
Pascucci, F., Savelli, E., & Gistri, G. (2023). How Digital Technologies Reshape Marketing: Evidence from A Qualitative Investigation. Italian Journal of Marketing, 27–58. https://doi.org/10.1007/s43039-023-00063-6
Pratiwi, P., Ilyas, J., & Sulistiadi, W. (2023). Analysis of Control and Evaluation of Digital Marketing in the Hospital. Journal of Business and Management Studies, 5(1), 104–109. https://doi.org/10.32996/jbms.2023.5.1.10
Putra, T. R. I., Yunus, M., & Fakhreza, T. H. (2021). Total Quality in Management in Affecting Company Operational Performance in Convection Smes with Organizational Commitment as A Mediator. Jurnal Aplikasi Manajemen, 19(3), 662–677. https://doi.org/10.21776/ub.jam.2021.019.03.18
Rajab, M. (2021). Relationship of E-Commerce, Influencer Marketing and Social Media to Digital Marketing (Marketing Management Literature Review). Dinasti International Journal of Economics, Finance & Accounting, 2(4), 443–455. https://doi.org/10.38035/dijefa.v2i4.1432
Soluk, J., & Kammerlander, N. (2021). Digital Transformation in Family-Owned Mittelstand Firms: A Dynamic Capabilities Perspective. European Journal of Information Systems, 30(6), 676–711. https://doi.org/10.1080/0960085X.2020.1857666
Sridhar, S., & Fang, E. (2019). New Vistas for Marketing Strategy: Digital, Data-Rich, and Developing Market (D3) Environments. Journal of the Academy of Marketing Science, 47(6), 977–985. https://doi.org/10.1007/s11747-019-00698-y
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif R&D. Alfabeta.
Victoria, & William. (2015). Digital and Social Media Marketing in Business Education. Journal of Marketing Education, 37(3), 131–132. https://doi.org/10.1177/0273475315588112
Wardani, P. S., & Sanica, I. G. (2020). Strategy to Raise Brand Awareness Using Sosial Media to The Milenials. Jurnal Bisnis Terapan, 4(2), 171–182. https://doi.org/10.24123/jbt.v4i2.2961
Waruk, D. I. D., Teknologi, I., & Dahlan, A. (2023). Penerapan Digital Marketing Sebagai Upaya. Community Development Journal : Jurnal Pengabdian Masyarakat, 4(6), 11689–11692. https://doi.org/https://doi.org/10.31004/cdj.v4i6.22666
Yusuf, A. M., Astuti, M., & Ariani, M. B. N. (2022). The Effect of Digital Marketing Mix Strategy on Marketing Performance Through the Implementation of Customer Relationship Management MSME 4.0 DKI Jakarta. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 2(4), 381–396. https://doi.org/10.52218/ijbtob.v2i4.213
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2024-03-02
How to Cite
Simanjuntak, C., Nazaruddin, N., & Wibowo, R. (2024). STRATEGI PENGEMBANGAN DIGITAL MARKETING PADA PT. X DENGAN MENGGUNAKAN METODE SOSTAC. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 1372-1387. https://doi.org/10.31955/mea.v8i1.3850
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