Afifah, Siti Nur and , Titik Ulfatun, S.Pd., M.Ed (2024) Analisis Strategi Pemasaran Digital Dalam Meningkatkan Penjualan Produk Pada Tharisa Homemade. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The current development of the millennial generation requires entrepreneurs to continue to follow developments in digital technology, including in the digital marketing aspect. This research aims to 1.) analyze digital marketing strategies that can be implemented to increase sales of Tharisa Homemade products. 2.) Identifying opportunities and challenges in implementing digital marketing for Tharisa Homemade products. 3.) Can recognize the strengths and weaknesses of each digital marketing media to increase sales of Tharisa Homemade products. This study uses a qualitative method. Sources involve owners, employees, and customers. The research design focuses on qualitative descriptive methods. Data collection techniques include observation, interviews, and documentation. The validity of the data was checked through source triangulation. Data analysis techniques include Data Collection (data collection), Data Reduction (data reduction), Data Presentation (Data Presentation), and Data Classification (Conclusion Drawing and clarification). The results show the potential for increasing sales through implementing strategies focused on product, price, promotion, and place elements. Innovation in product development, prices adjusted to market trends, promotions with influencers, and distribution on e-commerce platforms can strengthen Tharisa Homemade's position in the market. Challenges include intense competition, a potential reputation crisis, changing consumer trends, and price competitive pressures. Opportunities include reaching global markets, direct interaction via social media, content diversification, data analysis, and business partnerships. The advantages involve product development, communication, and customer service. Weaknesses that must be overcome include limited human resources, commitment to continuous learning, and competitive competition in a rapidly changing business. With these weaknesses overcome, Tharisa Homemade can increase competitive effectiveness in digital marketing, attract consumer attention, and increase product sales significantly. It is hoped that future researchers can explore ways to measure the influence of digital marketing strategies on increasing sales of Tharisa Homemade products or other businesses.The current development of the millennial generation requires entrepreneurs to continue to follow developments in digital technology, including in the digital marketing aspect. This research aims to 1.) analyze digital marketing strategies that can be implemented to increase sales of Tharisa Homemade products. 2.) Identifying opportunities and challenges in implementing digital marketing for Tharisa Homemade products. 3.) Can recognize the strengths and weaknesses of each digital marketing media to increase sales of Tharisa Homemade products. This study uses a qualitative method. Sources involve owners, employees, and customers. The research design focuses on qualitative descriptive methods. Data collection techniques include observation, interviews, and documentation. The validity of the data was checked through source triangulation. Data analysis techniques include Data Collection (data collection), Data Reduction (data reduction), Data Presentation (Data Presentation), and Data Classification (Conclusion Drawing and clarification). The results show the potential for increasing sales through implementing strategies focused on product, price, promotion, and place elements. Innovation in product development, prices adjusted to market trends, promotions with influencers, and distribution on e-commerce platforms can strengthen Tharisa Homemade's position in the market. Challenges include intense competition, a potential reputation crisis, changing consumer trends, and price competitive pressures. Opportunities include reaching global markets, direct interaction via social media, content diversification, data analysis, and business partnerships. The advantages involve product development, communication, and customer service. Weaknesses that must be overcome include limited human resources, commitment to continuous learning, and competitive competition in a rapidly changing business. With these weaknesses overcome, Tharisa Homemade can increase competitive effectiveness in digital marketing, attract consumer attention, and increase product sales significantly. It is hoped that future researchers can explore ways to measure the influence of digital marketing strategies on increasing sales of Tharisa Homemade products or other businesses.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Product Sales, Strategy |
| Subjects: | H Social Sciences > HD Management, Business and Labor > HD28 Management > HD283 Marketing Management L Education > LC Special aspects of education > LC5301 Economic Education |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi |
| Depositing User: | SITI NUR AFIFAH |
| Date Deposited: | 17 Feb 2024 04:21 |
| Last Modified: | 17 Feb 2024 04:21 |
| URI: | http://eprints.ums.ac.id/id/eprint/122147 |
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