PENERAPAN METODE SOSTAC UNTUK OPTIMALISASI DIGITAL MARKETING PADA UMKM BATIK BANYUMASAN (Studi Kasus: UMKM Fatma Batik Kauman, Sokaraja, Banyumas)

Fatma Batik Banyumas is one of 42 UMKM batik in Sokaraja District. The batik produced by MSMEs Fatma Batik is a type of printed batik and hand-written batik with a typical Banyumasan batik motif. The batik that is produced is sold and entrusted to several outlets in the area around Sokaraja and the city of Purwokerto. This conventional technique is still used by Fatma Batik MSMEs due to lack of understanding of the use and utilization of digitalization in the business it has been running so far. Then in terms of marketing it is still not optimal because the market reach is still relatively narrow. Therefore, digital marketing optimization is needed at MSMEs Fatma Batik to expand market share and make it easier for potential buyers to find and buy products. The method used for optimization is the SOSTAC method (situation analysis, objective, strategy, tactic and action). Situation analysis uses SWOT analysis, where the objective analysis is made from the results of the situation analysis and then described by the 5s model (sell, serve, speak, save and sizzle). The strategy applied is comprehensive digital marketing. The tactic is based on the 7p marketing mix model (product, promotion, price, place, process, people and physical evidence). action applies a digital marketing strategy then control the action that has been taken. The results of this study reached 689 people and then impressed as many as 849 people with a presentation of 51% male and 49% female at a cost of 29,773 for two days using Instagram ads. This has fulfilled the expected market share as well as introduced the Fatma Batik brand to a wider area in the Banyumas Regency.