Tsaniya Adawiya Nurul Izza, - (2022) STRATEGI DIGITAL MARKETING BAGI PENGEMBANGAN BISNIS PADA CAMIRA KITCHEN PASCA PANDEMI COVID-19. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pandemi covid-19 memiliki dampak terhadap penurunan omzet penjualan, jumlah pemesanan, serta membuat Camira Kitchen harus lebih aktif dalam melakukan promosi produknya melalui media digital. Penelitian ini bertujuan untuk menganalisis digital marketing perusahaan serta merumuskan strategi digital marketing yang tepat untuk diterapkan di Camira Kitchen. Penulis menggunakan konsep strategi pemasaran (segmentasi pasar, target pasar, posisi pasar, dan 7p bauran pemasaran), atribut pengoperasian media sosial, dan porter five forces. Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data pada penelitian ini menggunakan observasi, wawancara, dokumentasi, studi literatur, dan triangulasi data. Selanjutnya, hasil data temuan tersebut di analisis menggunakan analisis SWOT. Hasil analisis matriks QSPM menunjukkan bahwa dari 6 pilihan strategi alternatif yang dirumuskan, menghasilkan satu strategi yang paling tepat untuk diterapkan di Camira Kitchen yaitu strategi nomor 3 yang termasuk strategi market penetration. Strategi tersebut ialah meningkatkan cita rasa produk, pelayanan perusahaan, serta kualitas konten agar dapat mengatasi persaingan pasar. Strategi ini dapat diterapkan melalui digital marketing media sosial Instagram dengan fokus mengunggah konten yang bervariatif yaitu konten mendidik terkait bahan baku produk, cara pembuatan produk, pengemasan produk, SOP perusahaan, dan fokus pada tingginya kualitas visual foto maupun video. Dari strategi tersebut diharapkan dapat mencapai tahapan awareness dan engagement pada tahapan digital marketing. The Covid-19 Pandemic has had an impact on decreasing sales turnover, the number of orders and Camira Kitchen must be more active in promoting their products through digital marketing. This research aims to analyze digital marketing of the company conditions and also to create an accurate alternative digital marketing strategy to be applied at Camira Kitchen. The author uses the concept of marketing strategies (market segmentation, target market, market position, and the 7P Marketing mix), attributes of social media operations, and porter’s five forces. This research uses a qualitative descriptive method with a case study approach. Data collection techniques uses observation, interviews, documentation, literature study, and data triangulation. The results of these findings are analyzed with SWOT analysis. The result of the QSPM matrix analysis shows that of six alternative strategies, give a result one of the most attractive to be applied at Camira Kitchen which is strategy number 3 market penetration. The strategy is to improve product taste, company services, and content quality to resolve the market competition. This strategy can be implemented through digital marketing on Instagram with a focusing on uploading varied content that provides education about the materials used, how to make products, packs products, the company’s SOP, and focusing on high visual quality of photos and videos. This sratetgy is expeted to reach the engagement stage at the digital marketing stage.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing Agus Sudono : 6134240 Dally Nur Arif : 6745748 |
| Uncontrolled Keywords: | Strategi Digital Marketing, STP, Bauran Pemasaran, SWOT, Pemasaran Konten |
| Subjects: | G Geography. Anthropology. Recreation > GT Manners and customs L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Tsaniya Adawiya Nurul Izza |
| Date Deposited: | 26 Sep 2022 07:20 |
| Last Modified: | 26 Sep 2022 07:20 |
| URI: | http://repository.upi.edu/id/eprint/82654 |
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