PENERAPAN DIGITAL MARKETING UNTUK VIDEO ANIMASI DAN ANALISIS PENGEMBANGAN PRODUK (Studi Kasus: Serial Animasi siMbah - Ampu Studio)

PT Ampu Kreatif Studio is one of the animation studios located at Amikom University in Purwokerto that has the potential to develop creative animation in Indonesia, especially for students at Amikom Purwokerto University. This research aims to apply digital marketing of SiMbah Animation Series to be known by the wider community and analyze the results of the commercialization of the SiMbah Animation Series into creative products in the form of merchandise that can later become business opportunities in the future. The application of digital marketing siMbah Animation Series only uses social media Youtube, Instagram and Facebook. The method used in this research is observation, interviews, questionnaires, literature study, documentation and STP analysis methods, marketing mix analysis and SWOT analysis. The results of the STP analysis are determining the segments, targets and positioning for the SiMbah Animation Serial video, marketing mix analysis obtained business concepts for products, prices, places and promotions, as well as alternative strategies obtained from the SWOT analysis for developing the SiMbah Animated Serial Animated merchandise products and producing digital marketing strategic planning for the merchandise product business process that is by using facebook marketing, marketplace, and online store websites, and must be able to minimize weaknesses by utilizing opportunities because the total weakness is greater than 0.66 compared to the total strengths.