STRATEGI DIGITAL MARKETING MENGGUNAKAN SOSTAC PADA PRODUK UMKM SIMBOKE

Alfathani, Amelia Mawaddah (2021) STRATEGI DIGITAL MARKETING MENGGUNAKAN SOSTAC PADA PRODUK UMKM SIMBOKE. Other thesis, Universitas Amikom Purwokerto.

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Abstract

SimbokE UMKM with the name Klangenan SimbokE Purwokerto is one of the UMKM in Purwokerto that produces and sells various kinds of snacks, healthy, nutritious and quality cookies. In marketing its products, Klangenan SimbokE Purwokerto has not been maximal in implementing digital marketing, therefore it is necessary to have a digital marketing strategy in conducting marketing carried out by Klangenen SimbokE Purwokerto. This research does not discuss about increasing sales. The method used in this research is SOSTAC as a digital marketing planning method. The result of this research is a digital marketing strategy using the SOSTAC (Situation Analysis, Objective, Strategy, Tactic, Action, and Control) method. Situation analysis is carried out based on customer insight, competitor analysis and SWOT analysis. The objective was made to see the results of the situation analysis described with the 5S components, namely: sell, serve, speak, save, & sizzle. The strategy is carried out by implementing comprehensive digital marketing. Tactics are made based on the 7P’s (product, promotion, price, people, process, physical evidence). Actions taken by implementing digital marketing strategies and controlling the results of the actions taken. The results of the research carried out are by promoting their business through digital media using social media and web promotions to make it easier for people to find and buy SimbokE UMKM products

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